UK Job Offer Playbook · 2026
How do I write a counter offer to a UK job offer?
Why this matters
Most counter offers fail because they're scattergun — candidates ask for more on base + signing + equity + holiday + remote work + earlier review all at once. UK employers usually have flex on 1-2 items, not all 7. A focused, evidence-backed single counter has 60-80% acceptance rate; a kitchen-sink counter has 20-30%.
Step-by-step playbook
1) Get the offer in writing with full detail. 2) Identify the highest-leverage item — usually base salary if you're 5-15% below target. If base is genuinely fixed (rare), pick one alternative: signing bonus, equity, or accelerated review. 3) Research market: Glassdoor, LinkedIn Salary, similar roles in similar companies. Get a specific defensible number. 4) Draft the counter as one paragraph: enthusiasm, specific ask with number, evidence, willingness to commit. 5) Send within 24-48 hours of offer (any longer and you lose momentum). 6) Send by email, not call (gives them time to review and gets a written response). 7) If they meet your number, get the revised offer in writing before accepting verbally. 8) If they partially meet, decide whether to accept or push once more (rarely productive to push twice).
Word-for-word script / template
Counter offer email template: 'Hi [Name], Thank you again for the offer — I'm very excited about joining [Company] and the [Team] as a [Role]. I've reviewed the package carefully. The role, manager, and trajectory all look strong. On the package, based on my [X years] of [specific experience] and the market for [Role] positions in [city/sector] (I've benchmarked at £[X]-£[Z]), would there be flexibility to revise the base from £[Y] to £[X]? If the base is fixed, I'd be open to discussing a signing bonus or an accelerated 6-month review against agreed targets to bridge the gap. I'm keen to confirm and move forward as soon as we align — happy to discuss on a call if helpful. Thank you, [Your name]'
What NOT to do
Don't: counter with a range ('between £X and £Y'); list 5+ asks; cite personal financial situation; threaten to take another offer (unless you actually have one and are ready to walk); send the counter while emotional; counter immediately in the offer call; counter without research; counter twice on the same item.
Worked example
James was offered £58k for a finance role; he'd targeted £65k. He emailed the next morning with a focused counter at £64k, citing comparable City finance roles at £62-£68k and his specific qualifications. Employer came back at £62k + £3k signing bonus = £65k effective year-one comp. James accepted. Without the counter, he'd have started £7k under target with a 7-year compounding gap.
Recruiter pro tip
The single most powerful sentence in a counter is 'I'm keen to commit and move forward.' It signals you're not playing games or fishing for offers — you're ready to sign if they meet you. Pair it with specific evidence and a single number, and you'll convert most counters. The candidates who counter with vague language and multiple asks usually end up with nothing.
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