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I think this is really really important. I totally understand wanting to retain flexibility to pay very experienced or very desirable candidates more, but in that case (and to give them benefit of doubt) then they should advertise with a floor/minimum salary anyone joining the company would get, which should be £ 25,642.50 which is based on Real Living Wage Campaign's current London living wage of £13.15ph
Anything less than that is bullshit and might as well be saying "competitive salary"
I'd hope that a family owned company that is ethos or ethics driven should be all for a salary floor that is a real living wage.
Why haven’t you posted the salaries?