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Chief
Make sure the number you're asking for lines up with the going market rate, then add 10k and tell them your number. My advice would be to aim closer to 25-30% higher if you're jumping agencies. That's assuming, of course, you've been in your current role without a raise or promotion for a couple years like 98% of everyone else. Good chance you're worth more than you think.
Yeah don’t take a whole new job for only a 10% raise unless your current situation is very dire.
If you’re on the inside:
10-20%
If you’re hopping:
20-30% standard
More, if there’s a big jump in role and responsibility.
Always try to increase your current salary by $20k - $25k at minimum!