Candidates should know their worth and make sure they can form the arguments that will justify their desired salary. Pay scales for similar-sounding job titles can vary widely between companies. Spending some time researching the market can help prepare for that trickiest of candidate/employer conversations.
It's important to look at salary as part of a bigger picture, incorporating career development opportunities, annual leave entitlement, car allowance, health and pension schemes, educational support and flexible working.