The Average UK Salary and Factors Influencing Your Earning Potential

How much can you expect to earn when you join the workforce? How do your current earnings compare to the average yearly salary in the United Kingdom? What choices and factors contribute to determining your potential wages?

When considering your personal success, your salary is often one of the key variables you look to. Knowing the average UK salary, you can better grasp where you stand financially compared to others. 

According to a 2022 survey by the New Statesman, as many as 59 percent of top earners with incomes in the £80,001 to £100,000 range feel their income is “about average.” However, the survey found that most people view their income as average, and very few think they are doing well compared to their peers. Among those in the £100,001 to £120,000 range, 43 percent think their social circle is doing better financially [1]. 

This article examines the stats on average UK salaries by location and other factors that affect earnings. 

What is the average UK salary

In 2023, the most recent full-year data available, the median yearly salary in the UK totaled ₤34,963, according to the Office for National Statistics [2]. Typical wages were rising, with total pay growing 5.8 percent from April 2022 through April 2023.

Weekly earnings continued to increase into 2024 as well. Regular weekly pay rose 4.9 percent from August 2023 to ₤648in August 2024. When calculating according to total pay, which includes bonuses and other compensations, the numbers rose 3.8 percent to $693 in August 2024 [3].

While the average gives you a general idea of what people are earning across the country, it takes the lowest and highest wages into account. Additionally, wages in the private sector tend to grow faster than in the public sector. It’s also helpful to remember that salary growth doesn’t factor inflation into the mix, so it may only provide a glimpse into possible earning power.

Average wages UK: Comparing popular careers 

Your role and the industry you work in significantly affect your salary expectations. For example, in August 2024, the manufacturing sector's weekly regular pay increased by 6.2 percent year over year, and the public sector had the next highest growth at 5.2 percent [3]. These figures illustrate how growth in specific industries can lead to salary increases. 

How do earnings vary among some in-demand jobs in the UK? LinkedIn's 2024 Jobs on the Rise UK report identified some of the fastest-growing roles in the country [4]. Let's look at eight jobs' average salaries to understand how earnings vary. 

Customer success executive

Average annual base salary (UK):  £37,440

This growing role often requires customer service, software-as-a-service, and other skills. As a customer success executive, you'll work directly with companies and their customers to create optimal experiences.

Sustainability manager

Average annual base salary (UK): £48,948 

This role involves data analysis and collection to aid corporations and businesses in creating strategies to increase their sustainability. In addition to data analysis, common skills needed include life cycle assessment, carbon footprinting, and corporate sustainability.

Product marketing specialist

Average annual base salary (UK): £43,747

In this role, you will work with other product development team members to ensure effective marketing for product launches and other products. You will collect and analyse data, create go-to-market strategies, and oversee the product marketing plans.

Chief revenue officer 

Average annual base salary (UK): £99,281

In this role, you’ll take an active lead in guiding your company’s long-term revenue strategies. The role blends finance, marketing, sales, and IT for a holistic view of what organisations need to drive their future success.

Demand generation manager

Average annual base salary (UK): £54,021

You'll need marketing expertise, knowledge of growth strategies, and analytical skills in this role. As a demand generation manager, you'll oversee sales and marketing strategies to help increase growth, revenue, and conversions based on customers’ responses and behaviour.

Cybersecurity architect

Average annual base salary (UK): £75,825

You will architect a business's cybersecurity services, participating in everything from planning to maintenance. You'll need experience with cloud security and identity and access management (IAM) and proficiency with computer systems and technology. 

Artificial intelligence engineer

Average annual base salary (UK): £45,662 

Artificial intelligence and machine learning are growing fields with the power to contribute up to 15.7 trillion USD worldwide and increase local economies by 26 percent by 2030, according to PwC’s Global Artificial Intelligence Study [5]. As an artificial intelligence engineer, you'll work with AI systems, including designing and maintaining them, using deep learning and natural language processing skills.

Sales development representative

Average annual base salary (UK): £30,088

Part financial services, part professional and tech services, this role requires diverse skills, including Agile methodologies and product management. You'll create leads and analyse customer data to close deals and create revenue opportunities.

*Average base salary information from Glassdoor UK in October 2024

Average wages UK: How experience impacts earning potential 

It stands to reason that your earning potential increases as you gain professional experience. Getting work experience, even while in university, can boost your salary once you start working. Additionally, as you gain experience, your wages will increase. For example, as an entry-level cloud engineer, you might make an average of £43,572, while experienced cloud engineers average wages of £60,570 annually [6].

Employers value experience, which you might accumulate during work, training, and development programmes. This essential element supports productivity and workplace excellence in every industry. 

Average wages UK: The impact of your location 

Location can impact earnings for many reasons, such as the cost of living and competition. For instance, an area with fewer qualified candidates than the number of positions open will pay candidates more for their in-demand skills. However, if the cost of living is higher, companies will also pay more so employees can afford to live there.

How does location affect earnings? Let’s compare some of the popular jobs discussed earlier and the average base salaries in four different cities. 

*Average base salary information from Glassdoor UK in October 2024

As you can see in the table above, workers in London typically make higher salaries. According to 2023 data from Statista, London’s median annual salary ranked the highest among UK regions at £44,370, while the UK’s South East and Scotland came in second and third. The North East has the lowest average salary among UK regions at £31,200 [7].

Next steps

Many factors determining the average UK salary are out of your control. However, you may consider adding additional skills, expertise, and credentials to your CV to increase your marketability and earning potential. 

For example, if you want to dive into project management, you might earn a Project Management Professional Certificate from Google. You can also explore areas of interest by taking a course like Business Growth Strategy, offered by the University of Virginia, or Driving Business Towards the Sustainable Development Goals, offered by Erasmus University Rotterdam—three of many options on Coursera. 

You can negotiate a higher salary no matter where you live or your current income level. Consider sharpening your negotiation skills by taking Successful Negotiation: Essential Strategies and Skills.