If I'm looking for a salary bump, should I be reaching out for jobs at my level hoping they'll pay more? Or should I apply one level up even though they might be harder to get?

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Both. Give your salary range and see what they can do

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I’m with the “both” camp. I ended up bumping up $20k making a lateral move from Publicis to dentsu, 10/10 would recommend. If you get a lateral position, you can also take the offer to your current company to see if they’ll match.

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