Dealing With A Counter Offer
Why More Money Isn’t Always the Answer.
Why It Matters
You’ve handed in your notice, and suddenly your employer makes a counter offer; a pay rise, a new title, maybe even promises of change. Tempting? Of course. But it’s rarely that simple.
In the marketing and digital world, where talent demand is high and good people are hard to replace, counter offers are increasingly common. According to CIPD data, almost half of UK employers made counter offers in 2024 to retain staff, and it's a commonly cited stat (though hard to locate it's origins!) that four in five employees who accept them still leave within 12 months. Whilst it's hard ot back that number up with exact data, in 20+ years of recruiting within market I can say with certainty that well over half of the candidates I've known to accept a counter offer have quickly come to regret their decision.
So, before you decide, it’s worth taking a step back and thinking about why you were ready to move in the first place.
Things to Consider Before Accepting
Why now?
If your employer is only recognising your value when you resign, what’s really changed? Genuine appreciation and progression shouldn’t need a resignation letter to prompt action.
Beyond salary
In marketing and digital roles, money matters, but it’s rarely the only reason people move. If your motivation was to find a better culture, greater growth opportunities, flexibility or recognition, a pay rise won’t fix those things long-term.
Career progression
Does staying where you are align with your bigger goals? Sometimes, a counter offer can keep you comfortable but comfort can also mean career stagnation. Will this role challenge you and help you evolve, or simply delay the inevitable?
Employer perception
Even if you accept and stay, relationships can shift. Some managers may (consciously or not) question your long-term loyalty or readiness to leave again.
Market reality
Right now, the marketing and digital job market is competitive but opportunity-rich for the right skillsets, from performance marketing and CRM to content, brand and analytics. The skills that made you valuable enough for a counter offer are likely the same ones that will open doors elsewhere.
The Statistics
- 80% of employees who accept a counter offer supposedly still leave within 12 months (widely stated, original source unknown!)
- 45% of employers in the UK made counter offers in 2024 to retain key talent (CIPD).
- The main reasons professionals still go on to leave: lack of development (39%), poor leadership (29%), and limited flexibility (27%).
Our Advice
Before you even start interviewing, be crystal clear on what’s driving your move. Is it growth? Culture? Flexibility? Pay? Once you’ve defined your priorities, you’ll be able to make a decision based on what really matters not emotion or pressure in the moment. If your search for a new role is driven purely by salary, broach the possibility of a payrise with your existing employer before you commence the job hunt.
And if a counter offer does come your way, talk it through with someone objective!
Final Thought
A counter offer can feel flattering, but it’s not always progress, sometimes it’s just a pause. If you’re unsure what to do next, we’ll help you weigh up the pros and cons and look at the bigger picture for your career.
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