You’re shopping, and you want to buy something. Unfortunately, it has no price tag. Most of us will put the item back. This is the way that some candidates look at job descriptions, and it's especially true for those who are highly qualified.

The annual performance review is an opportunity for you to ask for an earned salary increase. Just to clarify, this is separate from the cost of living increase. In my career, I’ve asked for raises every single year I’ve worked, and I’ve gotten it. Every. Single. Time. Yes, even during a recession year.