Quick answer: Counter 80-90% of job offers. The median first offer has 5-10% negotiation room. State your target number, give a brief rationale (market data, competing offer, or experience level), and express continued enthusiasm for the role. Don't apologize for negotiating -- it's expected.

Why you should almost always counter

Hiring managers expect negotiation. A 2024 Jobvite survey found 73% of employers say they leave room in the first offer. Candidates who negotiate salary at job offer see a median increase of 7-12%. Candidates who don't negotiate get the first offer.

The downside risk of countering is almost zero. Offers are rarely rescinded over a professional salary counter. The risk of not countering is concrete: you leave money on the table permanently, because every future raise compounds off a lower base.

Before you write anything: know your target number

Don't counter with a vague "can you do better?" You need a specific number. Sources:

• Market data from what is market rate salary
• Competing offers (if real and comparable)
• Role-level salary data from LinkedIn, Glassdoor, or Bureau of Labor Statistics
• Recruiter conversations that surfaced a range

Your counter should be above your true target so there's room to land where you want. If your target is $95,000 and the offer is $88,000, counter at $98,000-$100,000.

The counter offer email structure

Keep it short. One paragraph of context, one paragraph of the ask, one paragraph of enthusiasm. Avoid bullet points, defensive hedging, or over-explanation.

Template 1: Market data rationale

Subject: Re: [Your Name] -- Offer for [Role]

Hi [Name],

Thank you for the offer -- I'm very excited about the role and the team. Based on my research into market rates for this level in [city/market], and considering my [X years of experience / specific background], I was expecting something in the $[counter number] range. Would the team have flexibility to move to $[counter number]?

I'm enthusiastic about the opportunity and confident we can find something that works for both sides.

[Your name]

---

Template 2: Competing offer rationale

Subject: Re: [Your Name] -- Offer for [Role]

Hi [Name],

I really appreciate the offer and I'm genuinely excited about [Company]. I want to be transparent that I have a competing offer at $[competing number] -- and my preference is to join your team. Is there flexibility to bring your offer closer to $[target]? That would make the decision straightforward for me.

[Your name]

---

Template 3: Experience and scope rationale

Subject: Re: [Your Name] -- Offer for [Role]

Hi [Name],

Thank you for the offer -- the role is exactly what I was hoping for. Given my background in [specific relevant experience], particularly [brief example], I was expecting to land around $[counter number]. Would there be room to adjust the base to that level?

Happy to discuss -- looking forward to making this work.

[Your name]

What to do if they say "this is the best we can do"

That phrase almost never means final. It often means "we don't want to move on base but there's other room." Respond by expanding the pie:

"I understand. Could we revisit the signing bonus / additional PTO / earlier performance review / remote flexibility / professional development budget instead?"

Moving off base to another component is a real win if the dollar value is there. See: how to negotiate benefits for what to ask for and how to frame it.

How much room to expect

On base salary:

• Large public companies (Tech, Finance, Consulting): 5-15% above first offer is common
• Mid-size private companies: 3-8% range
• Small companies and startups: lower cash room but often more equity flexibility
• Non-profits and government roles: little to no salary flexibility; benefits and title may move

On total comp:

• Signing bonus: 5-20% of base is typical at larger firms; negotiate up from what's offered
• Equity: startups often move significantly on this when base is constrained
• PTO: 5-10 additional days is common and has real dollar value

Timing: when to send the counter

Send within 24-48 hours of receiving the offer. Waiting longer signals indecision. Always counter in writing (email), even if the conversation happened verbally. Written counters create a clear record and give the employer time to consult internally.

Frequently asked questions

Will a counter offer damage my chances of getting the job?

Rarely. A professional counter via email with a clear rationale almost never results in a rescinded offer. The scenario that does create risk: ultimatum language ("I won't accept anything under X"), excessive back-and-forth (three or more rounds), or countering after verbally accepting.

Should I tell them my current salary?

No. Many states now prohibit employers from asking. Even where it's legal, your current salary is not relevant to your market value. Redirect to market data: "I'd rather discuss what's appropriate for this role in this market."

What if I don't have a competing offer?

You don't need one. Market data and your own experience level are sufficient rationale. See template 1 above. Don't fabricate an offer -- you may be asked to produce documentation.

How many times can I counter before it becomes a problem?

One well-prepared counter is the norm. Two rounds on a single dimension (base salary) is unusual but not disqualifying. Three rounds on the same point starts to erode goodwill. Know your target before you counter so you can close in one or two exchanges.

What if the offer is for an internal transfer?

Internal transfers work differently -- see how to ask for a promotion. Internal salary negotiations have more information asymmetry (they know your current band) and more relationship stakes.