Found out that a male coworker was recently promoted to my level, and is now being paid more than me. How to negotiate a higher pay and not make it about gender (even though it is)?

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How is it not about gender?

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No you're not going to help eliminate the gender pay gap if you don't bring gender into the conversation. But in order to claim equal pay for equal work, you need some objective / measurable accomplishments about what's "equal" and what's "more". Hence my questions in my comment above. Then it does make it appropriate to bring up that make coworkers are making more for no apparent reason - and if so, that's discriminatory

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Maybe he's better at his job than u?

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It shouldn't be about gender until we have more details. Some very fair questions were floated above.

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But why is he being paid more @D1? This is lame, and it happens all the damn time.

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I think going in with “this person makes more than me” is often a losing proposition. I feel it’s always best to make it about you, your value and what you feel is fair compensation. Know your worth, know the salary range and be ready to defend it with solid evidence of your accomplishments. If they aren’t respectful of the Conversation or they brush you off then perhaps it’s time to look into other employment options.

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@AD1 because it could have been another female making more. Context is key to understanding if gender plays any role at all

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Do you have equal to his or more experience and more accomplishments?
Do you have proof of what he's getting paid?
If yes to all of the above, then I don't think that also bringing up sexism (gender) is inappropriate since that is an actual issue we are trying to fight.

Maybe he works in a bigger piece of business? Without all the facts we can't help u

How is this about gender though?

☝️this. Although, the more I think about it the more I think they should have been cognizant of this. We hired a Senior CW last year and her hire was a promotion (she’d been mid-level at her previous job). Our CD then realized that she was asking for more than what a Senior CW already on our team was making, so they adjusted it so the new person made less. Doesn’t seem fair for someone newly promoted into a position to make less than someone who’s already been at that level a while.

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