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“Competitive salary.”

It is a phrase that pops up in plenty of job adverts, and for many marketers it is a frustrating one. Candidates want clarity on pay before they invest time in an application, and more and more are telling us that they skip over adverts that do not include salary information.

So if transparency is what candidates want, why do “competitive salary” adverts still exist? The reality is more complicated than it looks.

Why candidates push for transparency

From a candidate’s perspective, the case is clear.

1. It saves time. No one wants to apply for a role only to discover the salary is not aligned.

2. It builds trust. Being upfront about pay signals openness and fairness.

3. It gives context. Salary ranges help candidates understand where they might sit within a team structure.

4. For many, a lack of transparency feels like a red flag.

Why employers sometimes hold back

On the client side, there are often sensitive reasons why a salary range is not published.

1. Protecting internal harmony. Existing employees may see the advert and become frustrated if a new hire is advertised at a higher salary.

2. Avoiding premature comparisons. Sometimes salary bands are under review or tied to experience, so employers hold back until they have more certainty.

3. Keeping flexibility. Ranges can sometimes be broader than what looks neat on paper, so businesses prefer to discuss rather than publish.

None of these reasons are about deliberately hiding information, but they do shape how roles are advertised.

The recruiter’s role in the middle

As recruiters, we sit between both sides. Sometimes we would love to publish clear salary ranges on every advert, but the decision rests with the employer. That is why you will occasionally see “competitive salary” on our listings too.

The difference is what happens next. Even when we cannot publish exact figures, we are always honest in conversations with candidates about what is realistic and where a role sits in the market. Transparency can still exist in the process, even if it is not written on the advert.

Why transparency still matters

Whenever salary ranges can be published, the benefits are clear.

1. Faster processes, because candidates self-select.

2. Better matches, because expectations align early.

3. A stronger reputation for employers, because openness signals fairness.

And there is a wider impact too. Salary transparency can encourage more diverse applications, as candidates who might otherwise hesitate feel more confident applying.

Closing thoughts

Salary transparency is complicated, and there are genuine reasons why some adverts still say “competitive.” But in the bigger picture, clarity is always the goal.

As marketers become more selective and more vocal about what they value in an employer, businesses that lean into openness will have the edge. And when total transparency is not possible on paper, the next best thing is a recruitment process built on honest conversations.

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