What a counter offer is and why it matters
A counter offer is your reply to an employer's proposal in which you suggest adjusted terms: a higher salary, a different level, a flexible schedule, a relocation package, or an extra bonus. By market benchmarks, companies expect this step and often keep a buffer in the vacancy budget specifically for negotiation.
How a counter offer differs from a phone negotiation
A phone negotiation is a live discussion that rewards fast reactions and improvisation. A counter offer is a written document with reasoning, numbers, and a clear ask. The written format benefits both sides: you lock down the wording, remove emotion, and give the recruiter room to align terms with the manager and finance without real-time pressure.
When to write a counter offer and when to just accept
A counter offer makes sense when the offer is below your market level, when responsibilities grew during interviews, or when you hold a parallel offer with better terms. Accepting without negotiating is reasonable when the proposal is already at the top of the range and when the company faces a tight hiring budget. The key criterion: you have an objective argument, not just a wish for more.
Signals that negotiating is appropriate
- The offer is below the range the recruiter quoted at earlier stages.
- The scope expanded at the final interview compared to the job description.
- You have a second offer or a strong competing package from your current employer.
- You cover a rare stack or niche where demand outstrips supply.
Signals to skip the negotiation
If the company already raised its terms twice, if the offer is clearly above market for your level, or if the hiring process was transparent and fast — another round of negotiation may read as pressure rather than a justified ask. In that situation, it is cleaner to accept the offer or decline without trying to squeeze more.
How to write a counter offer: a step-by-step structure
A strong counter offer has five blocks: gratitude, confirmation of interest, a specific ask, an argument, and openness to dialogue. Following this structure keeps the letter short and easy to approve internally, which raises the chance of a positive reply.
The five blocks of a counter offer
- Gratitude and interest. One or two sentences: glad about the offer, the role is compelling, the team felt right.
- A specific ask. Name one main change — usually base salary. Do not mix five points into one paragraph.
- The argument. Lean on market benchmarks for your level, scope of work, or an alternative offer. Avoid personal circumstances like a mortgage or loans.
- Flexibility. Offer alternatives: same budget but a review in six months, or lower base with a higher bonus.
- A deadline. State by when you need an answer so you do not stay in limbo.
Sample counter offer email
Hi [recruiter name], thank you for the offer — the role and team feel like a strong fit, and I want to move forward. I would like to discuss base salary: the current offer is below the range we discussed at the first interview and below market benchmarks for my level. I would ask you to review it up to [X]. If the budget is fixed, I am open to a review in six months or a higher annual bonus. I would appreciate an answer by [date].
Salary negotiation tactics: what to say and what to avoid
Salary negotiations go to those who name a number first after receiving the offer and back it with facts. Market data, scope, and alternative offers work. Personal expenses, comparisons with colleagues, and ultimatums do not. A recruiter weighs the risk of losing a strong candidate, not your need for money.
Arguments that work
- Market benchmarks for your level and stack (see our salary overview by role).
- Expanded responsibility compared to the original job description.
- An alternative offer — without bluffing.
- Readiness to start quickly and close a specific task.
Weak arguments
Personal expenses, a mortgage, "inflation is up," or comparing yourself to a friend's salary — none of this relates to the value you bring. Such arguments weaken your position and can lead to a flat refusal to revise terms.
How to decline an offer: scenarios and wording
Declining an offer is not the end of a relationship — it is a normal part of the market. In digital and IT, recruiters cross paths for years, so declining gracefully keeps the door open for later. The main rule: decline fast, politely, and briefly, without long explanations or criticism of the company.
Three decline scenarios
| Scenario | What to write | What not to write |
|---|---|---|
| Accepted another offer | Thank them and say you accepted a different proposal | Compare companies and terms in detail |
| Terms did not fit | Name one specific reason: pay, format, or stack | List five reasons in bullet points |
| Decided to stay put | Say you are staying in your current role | Share details of internal decisions |
Decline email template
Hi [name], thank you for the offer and for the team's time during interviews. After reflection, I am accepting another proposal that is closer to my current goals. It was a pleasure meeting you, and I would be glad to stay in touch. Best of luck with the search!
Common mistakes in counter offers and declines
Most deals fall apart not because a number was too high but because of poor communication: long silences, ultimatums, negotiating with several people at once, or trying to renegotiate after approval. Clean, consistent communication is valued more than a perfectly calibrated number.
What ruins negotiations
- Silence for more than two business days after the offer, with no explanation.
- Ultimatums like "raise it or I walk."
- Changing the ask after you named a number.
- Discussing the offer with several different people in parallel.
- Bluffing about an alternative offer that does not exist.
How to preserve the relationship
Even when declining, keep a warm tone: thank them for the process, note the team's strengths, and leave the contact open. By market benchmarks, a solid share of candidate returns goes through recruiters with whom relationships were kept — especially in narrow niches like media buying, where the market is small.
Counter offers and declines in digital and IT: 2026 specifics
In 2026, a large share of roles are remote, so negotiations increasingly happen asynchronously, in writing. On platforms like web-hh, there are around 1897 active vacancies in this niche, and nearly half of them are remote. This changes tactics: a written counter offer becomes the norm, and a decline in chat is valued as much as one in a formal email.
Remote format and negotiation
When there is no office, clarity in writing becomes key: a recruiter cannot "read" your tone. Write short, structured messages with one main ask and a specific reply date. This approach cuts down the number of iterations and speeds up budget approval.
Working with recruiters and platforms
If you are an employer aiming to close roles faster, review the employer pricing and post a vacancy — this gives access to an active pool of candidates ready to talk. More material on the topic is available in our career guides and on the WEB-HH blog.
Frequently asked questions
Can I send a counter offer without an alternative offer?
Yes, but the argument must be objective: market benchmarks for your level, scope of work, or data from public salary reviews. Without an alternative, your position is weaker, so lean on market facts and role specifics rather than a simple wish to earn more.
How long should I wait for a counter offer reply?
Usually 2-4 business days — that is enough for the recruiter to align terms with the manager and finance. If there is no reply after five days, send one short follow-up. Stretching the silence beyond a week without explanation is not worth it — it erodes trust and may cost you the offer.
Should I decline an offer by phone or in writing?
In most cases, in writing: it locks down the wording and lets the recruiter close the process cleanly. A phone call makes sense if you actively engaged a specific recruiter and want to keep the contact warm. Either way, confirm the outcome in writing.
How do I decline if I want to return to the company later?
Thank them for the process, highlight one or two concrete strengths of the team, and leave the door open: "I would be glad to stay in touch." Avoid criticizing the terms or comparing with other companies. Recruiters remember this kind of decline as considerate and often return with new offers.
Can I renegotiate after the offer is approved?
Revising terms after written approval is poor practice: it reads as inconsistency and undermines trust. If circumstances changed, discuss it once and politely, but be ready for the recruiter to withdraw the proposal. It is better to settle everything at the offer stage rather than after.
What if the offer is below market level?
Write a counter offer with one specific ask on base salary and back it with market benchmarks for your level. If the budget is fixed, propose a review in six months, a higher bonus, or an extended benefits package. If the company will not move at all, declining is a reasonable outcome.