Salary Research Mastery: Understanding Market Rates & Your Worth
“What should I make?”
This is the most important question you’ll ask in your career.
Answer it wrong (too low or too high) and you:
- [ ] Leave money on the table
- [ ] Price yourself out of opportunities
- [ ] Set trajectory for next 5 years
Do it right and you maximize earnings and opportunities.
Here’s how to research market rates like a professional.
Part 1: Your Salary is Determined By
Factor 1: Role
Same person, different roles = different pay.
Example:
- Senior engineer: $150k–$250k
- Senior product manager: $120k–$200k
- Senior marketing: $100k–$180k
(Different roles, different markets.)
Factor 2: Experience / Level
More experience = more pay.
Example (Senior Engineer):
- 5 years: $150k–$180k
- 10 years: $180k–$220k
- 15+ years: $220k+
Factor 3: Company Size / Type
Bigger companies usually pay more.
Ranges:
- Startup (seed/Series A): 30–50% lower than market (but equity)
- Scale-up (Series B–D): 70–90% of market (equity helps)
- Established company: 100% of market + bonus
- Big tech (FAANG): 120–150% of market
- Nonprofits / Gov: 70–80% of market
Factor 4: Geography
Location matters a lot.
Example (Senior Engineer):
- San Francisco: $200k–$300k
- New York: $180k–$280k
- Austin: $140k–$220k
- Remote (tech job, SF-based company): $150k–$250k
- Small city: $100k–$150k
- India / Southeast Asia: $30k–$80k
Factor 5: Industry
Some industries pay more.
Example (10 years experience):
- Finance: $150k–$300k+ (can be highest)
- Tech: $140k–$280k+
- Consulting: $120k–$250k
- Government: $80k–$150k
- Nonprofit: $60k–$120k
Factor 6: Your Negotiation
Same company, similar person, different negotiation = 10–30% difference.
This is big.
Part 2: How to Research Market Rates
Source 1: Salary Transparency Websites
Glassdoor ($)
- Crowd-sourced salary data
- By company, role, location
- Accuracy: Medium (could be outdated or from disgruntled employees)
Levels.fyi ($$$)
- Highly detailed (engineers especially)
- Data includes bonus, equity, signing bonus
- Total compensation (not just salary)
Comparably ($$)
- By company and role
- Salary ranges
- Also includes equity data
Payscale ($$)
- Job search site with salary data
- Self-reported data
- Customizable (age, education, location)
LinkedIn Salary ($$)
- Shows salary ranges by title + location
- Crowd-sourced
- Can see by company
Bureau of Labor Statistics (BLS) ($)
- Government data (very accurate but broad)
- By job category + location
- Median salaries
- For executive roles esp.
Source 2: News Reports / Surveys
Blindspot, Blind app (community salary talks)
- Engineers gather here
- Very specific data
- Accurate (tends to be high-earners)
Robert Half Salary Guide (professional, annually updated)
- By role, geography
- Respected source
- Maybe slightly optimistic
LinkedIn Salary Insights (annual reports)
- Salary trends
- By region + role
- Published Annually
Source 3: Direct Research (Best)
Talk to people:
- [ ] Friends in the role (other companies)
- [ ] Recruiters (they know market rate)
- [ ] People on your network (informational interviews)
This is most accurate because it’s current + local.
Script for asking:
“I’m researching market rates for [role] in [location]. I know this is personal, but would you be comfortable sharing what you make or what that role typically pays? I’m trying to set realistic expectations.”
Most people will share (if they trust you).
Source 4: Job Postings
Look at job postings for your role in your location.
What to notice:
- [ ] Do they list salary? (Most don’t, but some do)
- [ ] What companies are hiring?
- [ ] What’s the seniority level described?
(Job postings show you what roles exist and what companies value.)
Part 3: Synthesizing Your Research
Step 1: Narrow Your Scope
You need to answer these specifically:
- [ ] Role: What exact role? (Senior engineer ≠ principal engineer)
- [ ] Level: How many years / title level?
- [ ] Location: Where geographically?
- [ ] Company size: Startup? Scale-up? Enterprise?
- [ ] Industry: Tech? Finance? Nonprofit?
Step 2: Research Each Factor
Find data for:
- [ ] Role + location baseline (Glassdoor, Levels.fyi)
- [ ] Company size adjustment (% premium for FAANG)
- [ ] Industry adjustment (% premium for finance)
- [ ] Your experience level (years at this level)
Step 3: Calculate Range
Formula:
- Baseline: What does Glassdoor say for this role + location?
- Adjust for company type: +X% for startup, +20% for FAANG
- Adjust for your specific background: +/- %
Example:
Baseline (Senior Engineer, NYC): $180k
Adjust (Tech startup, -30%): $126k
Adjust (You're in top 10%, +10%): $138.6k → $139k
But: With equity (startup):
Base: $139k
+ Equity (worth ~$50k)
Total comp: ~$189k
Step 4: Define Your Range
Don’t pick one number. Pick a range.
Good range: 15–20% spread
Example:
- Low: $130k
- High: $150k
- Target: $140k
Why a range?
- Market data is imprecise
- You might be slightly above or below typical
- Negotiation room is built in
Part 4: Adjusting for Your Specific Situation
Are You Worth More Than Market?
Yes, if:
- [ ] You’re in top 10% of your peer group
- [ ] You have rare/specific skills
- [ ] You’re coming from FAANG (respected pedigree)
- [ ] You have a track record of specific results
Stay at market if:
- [ ] You’re average-to-above-average in your peer group
- [ ] You have standard background
- [ ] You’re transitioning (new field, first role, etc.)
Are You Worth Less Than Market?
Maybe if:
- [ ] You’re entry-level or new to this role
- [ ] You’re returning after gap
- [ ] You’re switching fields
- [ ] You’re below-average performer in previous role
In these cases:
- Don’t ask for above-market
- Instead, ask for market rate
- Frame it: “I’m committed to proving my value in this role”
Part 5: Comparing Offers
When you have multiple offers, compare total compensation:
Offer A: $150k salary, $30k bonus, $100k equity (4yr vesting)
Total Comp Year 1: $150 + $30 + $25 (equity) = $205k
Offer B: $170k salary, $20k bonus, $50k equity (4yr vesting)
Total Comp Year 1: $170 + $20 + $12.5 = $202.5k
(Offer A is actually better once equity counted.)
What About Startups?
Startup equity is a wildcard.
Conservative approach: Assume equity worth 0 (company might fail)
Realistic approach: Assume equity worth 30–50% of stated value (dilution, failure risk)
Optimistic approach: Assume equity at face value
Most people use realistic or conservative approach.
Part 6: Red Flags in Salary Conversations
❌ Company won’t discuss salary until final offer
(Fine, but it’s a red flag: They might be lowballing).
❌ “We pay based on experience. What’s your current salary?”
(They’re using your current salary to anchor. Don’t disclose if possible.)
❌ Job posting says “competitive salary” with no range
(Translation: They haven’t decided / they’ll lowball if possible.)
❌ “We’ll get back to you on salary” then offers 30% below market
(They were testing to see if you’d accept.)
Part 7: How to Counter Lowball Offers
If offer is below market:
Script:
“Thank you for the offer. I’m excited about the role. Based on my research of market rates for [role] in [location] with [experience level], typical range is $X–$Y. My expectation is $Z. Can we adjust?”
(Specific number, justified, not emotional.)
If they say “Budget won’t allow it”:
Options:
- [ ] Negotiate other benefits (start date, title, equity, bonus)
- [ ] Ask for review cycle timing (when can you revisit?)
- [ ] Walk away (if significantly below market)
Part 8: Your Number
Before Interview
Have your number locked in:
- [ ] What’s your minimum acceptable? (below which you walk)
- [ ] What’s your target? (what you actually want)
- [ ] What’s your stretch? (best case you’d ask for)
Example:
- Minimum: $120k (below this you decline)
- Target: $140k (what you’d aim for)
- Stretch: $160k (if they seem to have budget)
During Interview
When asked “What are your salary expectations?”
Don’t anchor low. Use your research.
❌ Don’t say:
“I’m flexible. I’ll take whatever you think is fair.”
(Signals you’ll accept low. They will lowball.)
✅ Do say:
“Based on my research and experience, I’m expecting $X–$Y range. I’m flexible within that range depending on total package and role specifics.”
(Specific, researched, not desperate.)
Key Takeaways
- Market rates vary widely (role, location, company, industry all matter)
- Research from multiple sources (Glassdoor, Levels, Comparably, people)
- Direct research is most accurate (talk to people)
- Define your range (min, target, stretch)
- Adjust for your situation (are you above/below market?)
- Compare total comp (salary + bonus + equity)
- Consider company type (startup equity ≠ cash)
- Don’t disclose current salary (if possible; it anchors negotiation)
- Have your number before interview (don’t think on the spot)
- Negotiate based on research (not emotion or gut feel)
You’ve earned your market rate. Research it. Ask for it. Don’t leave money on the table.
Next: Master the offer negotiation with How to Negotiate a Job Offer or Negotiating Benefits Beyond Salary.