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 companies posting job ads with typical corporate lines like 

“We offer highly competitive salary package” 

But then fail to actually say what is. 

If it’s so great, wouldn’t you think telling people what it is would be a good idea ? 
 Even for internal positions they won't tell you! 
I was looking at changing roles recently and I couldn't even work out if I applied if I would be getting a pay cut or a pay rise. 
 It means that it is as little as they can get away with paying at current market rates for someone to do the role. But it is probably more than they are paying some employees who have been with the company for many years doing the same role so they don’t want to make the salary known and have to pay them more too. 
 additionally, they can offer different candidates different amounts. 
 Probably close to the truth. 
 I think the reality for a lot of employees, at least in IT related fields like I am, is that they could negotiate a better salary by moving to another company than staying where they are relying on small yearly incremental pay increases. There are other factors to consider obviously and I know people who have made that sort of move and discovered the grass isn’t always greener getting more money but worse conditions or culture.. 
 Of course it’s marketing, they are just data mining to attract as much real talent as possible, even if it’s not for that position, they clean out the data, keep the contacts they are really interested in. and then use it to contact people in the future, it’s really hard to find people that are truly good at their jobs because the good ones already have a good job.