Ali Reiff

There's a secret to what makes pay programs thrive. I've seen it again and again at Google, Cruise, Instacart, and now as CEO of Pequity. The secret? Your pay programs don’t need to be complex. The best programs are clear, consistent, and grounded in data—building trust and fueling scalable growth. They can easily be articulated. The best pay programs can be spotted in one critical piece: pay ranges. They’re the foundation of any comp program that lasts. Here’s how to build ranges that scale, drawn from battle-tested best practices: 1. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘀𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝗶𝘇𝗲𝗱 𝗹𝗲𝘃𝗲𝗹𝘀, 𝗱𝗼𝗻'𝘁 𝗿𝗲𝗶𝗻𝘃𝗲𝗻𝘁 𝘁𝗵𝗲 𝘄𝗵𝗲𝗲𝗹. Across major surveys (Mercer, Radford, etc.), 9 core levels emerge. Levels range from Entry (L1: HR Coordinator) to Executive (L9: CXO). Tie IC and manager tracks: L3 Career/Lead, L5 Expert/Sr Manager, L7 Architect/Sr Director. This creates a leveling system that grows with you. You can add more levels later, but this will give you the closest reflection of the market to start with. 2. 𝗚𝗿𝗼𝘂𝗽 𝗶𝗻𝘁𝗼 𝗷𝗼𝗯 𝗳𝗮𝗺𝗶𝗹𝘆 𝗰𝗹𝘂𝘀𝘁𝗲𝗿𝘀 𝗳𝗼𝗿 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆. Examples of job families are Tech Premium (SW Eng, Data Science), Business (Recruiting, IT), and Sales. Benchmark broadly unless precision adds real value—e.g., don't split Full-Stack from Back-End if the delta's just $5K in a 100K–$140K range. It keeps maintenance sane and prevents overcomplication. 3. 𝗦𝗲𝘁 𝗺𝗶𝗱𝗽𝗼𝗶𝗻𝘁𝘀 𝗮𝘁 𝗽𝗲𝗿𝗰𝗲𝗻𝘁𝗶𝗹𝗲𝘀 𝘁𝗵𝗮𝘁 𝗺𝗮𝘁𝗰𝗵 𝘆𝗼𝘂𝗿 𝗲𝗱𝗴𝗲. Most tech companies aim for tech roles at P75 for base/equity/total comp and Business/Support/Sales P50. Tweak from here for what fits your strategy. This positions you competitively -- blend data from your stage and the next to stay ahead. 4. 𝗕𝘂𝗶𝗹𝗱 𝘄𝗶𝗱𝗲, 𝗼𝘃𝗲𝗿𝗹𝗮𝗽𝗽𝗶𝗻𝗴 𝗿𝗮𝗻𝗴𝗲𝘀 𝗳𝗼𝗿 𝗳𝗹𝗲𝘅𝗶𝗯𝗶𝗹𝗶𝘁𝘆. Salary: 40% spread (min 20% below midpoint, max 20% above). Equity: 60% (min 30% below, max 30% above). Assume new hires/promos start at min, midpoint for fully performing, max for exceeding. Allow some negotiations, but anchor on pay parity. 5. 𝗛𝗮𝗻𝗱𝗹𝗲 𝗲𝗾𝘂𝗶𝘁𝘆: 𝗩𝗲𝘀𝘁 𝘀𝗺𝗮𝗿𝘁, 𝗿𝗲𝗳𝗿𝗲𝘀𝗵 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆. The standard has been 4-year grants with 1-year cliff (Bay Area standard). If offering % equity, understand what surveys' "total held" means— you have to adjust for assumed vesting/promos/refreshes to keep ranges conservative yet competitive. For multiple pay regions: Anchor ranges on HQ cost of labor (not living—helps avoid subjectivity), then add a % to adjust for the other regions you pay in. I like ERIERI and Numbeo to find cost of living differences. Also, if you've read this far, I have a surprise for you 👇 I put together a guide on exactly how to build salary ranges + a range creation training deck (based on the exact systems used by top-performing comp and HR teams). 💬 Just 𝗰𝗼𝗺𝗺𝗲𝗻𝘁 "𝗥𝗮𝗻𝗴𝗲𝘀" below, and I’ll message you the link to the Google Drive.

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I’ve seen a lot of posts this week about the Amazon and Meta layoffs, and my heart goes out to everyone affected. I’ve been recruiting and hiring through some wild job markets, and I’ve seen how tough and heavy this side of the cycle can be. If you were impacted, here’s my honest advice: 1. Apply for unemployment immediately. It takes a while to process. Most states back pay you for the weeks it’s pending, but please don’t wait. There’s NO shame in getting what’s owed to you. Times are tough, and this is a safety net for a reason. 2. Take your time with severance paperwork (and NEGOTIATE!) You’ll likely get a packet from HR with a severance offer and a release form (basically: you accept the package they're offering you, and you agree not to sue for wrongful termination). That’s negotiable like everything in life. You CAN ask for more money, longer coverage on your insurance, more time to vest equity. There's no guarantee that you'll get what you want, but you won't know until you try. Read all of your paperwork carefully. Do not have these negotiations over the phone. Get everything in writing. You don’t have to sign anything right away. 3. This market feels rough, but there *IS* opportunity. I’ve said this before and I’ll say it again: the last few years have been wild for tech. The market’s uneven and highly competitive, but there are so many new AI and startup companies getting funded right now. When companies raise, they hire. Follow people like Tim He and Haley ONeill on LinkedIn - they frequently post about companies that are raising and hiring. Use LinkedIn, and honestly, use LLMs to help you research who’s raising and growing. 4. We're hiring at Evertune 💪 We’re building teams in NYC and Seattle. We’re hiring engineers, client services folks, a financial controller, and will be opening more roles soon! If you were affected by the Amazon or Meta layoffs, or if you’re just looking for a new challenge in AI, please reach out. If we’ve crossed paths before, or have mutual connections, I’d love to chat about what we’re building and how you could be part of it. This market is still very weird, but it’s not hopeless. Take care of yourself, protect your peace, negotiate, and don’t lose sight of the fact that there are better chapters ahead 🫶

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A few years back, I was offered a role at a startup that paid 20% less than my current job. My gut said yes because the scope was massive, the learning curve steep, and I’d get to build multiple teams from scratch. I hesitated. The pay cut felt real. But I took the plunge. Within a year, I had led hiring across multiple functions, gained credibility with leadership, and built a network I’d never have gotten otherwise. The salary gap? By the next appraisal, my compensation jumped over 100%, but more importantly, I gained clarity and direction. This experience taught me a core principle: 𝘀𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀, 𝘁𝗮𝗸𝗶𝗻𝗴 𝗮 𝘁𝗲𝗺𝗽𝗼𝗿𝗮𝗿𝘆 𝗽𝗮𝘆 𝗰𝘂𝘁 𝗶𝘀𝗻’𝘁 𝗮 𝘀𝘁𝗲𝗽 𝗯𝗮𝗰𝗸, 𝗶𝘁’𝘀 𝗮𝗻 𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁. You’re trading short-term comfort for accelerated learning, exposure, and growth that compounds far faster than staying in your comfort zone. The money gap closes quickly, but the skills and experience you gain set the stage for massive long-term impact.

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Reduction in Force (Layoffs) and the 2025 Job Search: What to Remember RIF Reminders: Print everything out: Save performance reviews, commendations, your job description, and anything else that isn’t proprietary. Once you're locked out of internal systems, it’s gone. Save financial records: Print or download your most recent 401(k), insurance info, stock options, and W2s. These are often on internal platforms. Contact providers directly to explore rollover or contribution options. Take care of yourself: Whether you were there 5 years or 20, it’s okay to feel everything. Loss, anger, sadness, even relief. Let yourself process. RIF does not define your worth. You did nothing wrong: This wasn’t about your performance. Layoffs happen for business reasons, not personal ones. Give yourself grace—you are still a valuable employee and professional. Job Searching Tips for 2025: Update your materials: Refresh your resume and cover letter to reflect today’s market. Use action verbs, modern formatting, and current keywords. Start local: Make a list of companies in your area (or remote-friendly ones) you’d love to work for. Then dig into LinkedIn to see who you know. Use your network—you’ll be surprised who’s willing to help. Track your progress: Create a spreadsheet to avoid duplicate applications. Include: - Company name - Job title - Req number (if listed) - Date applied - Contact person (if available) - Follow-up notes Take a break: Yes, the job search is your new job—but even 9–5s have PTO. Go to your kid’s school play, grab lunch with a friend, take a mental health day. It helps you stay grounded. Watch for scams: Fake or outdated job listings are everywhere. If it feels fishy (or if a "prince" wants to fund your job search), trust your gut. No legit company will ask for your bank info or personal details upfront. Use job boards wisely: Focus on curated sites like: * LinkedIn Jobs * Otta – great for tech/startups * BuiltIn * Wellfound (AngelList) But always try to apply directly on the company site when possible. Some sites don't remove old posts or closed positions regularly. You don't want to waste time applying to ghost jobs. Mindset for the Long Game: Rejection = redirection: Don’t take it personally. Keep applying, refining, and learning. Celebrate small wins: A callback, a resume update, a new connection—it all adds up. Stay connected: Message friends, join professional groups, attend (even virtual) events. You never know where a conversation might lead. You are not alone: The market is tough right now, but people ARE getting hired. Your opportunity is coming too. Be ready. 💚

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Talent Acquisition feels pretty shaky right now. (I just heard from another friend in GTM TA that was laid off this week) Layoffs keep making headlines, and honestly, it’s one of the most unstable times for recruiting since 2009. It makes you wonder—are we seeing a permanent shift in the industry, or is this just a rough patch? Should we be optimistic, or start thinking about other paths within TA? AI tools are amazing, but they’re only as good as the people using them. Lately though, it feels like some companies see TA more as a cost‑cutting line item than a real strategic driver—and that’s concerning. With all this change, staying plugged in, sharpening your skills, and being ready to pivot is key. The industry is evolving fast, and the recruiters who blend tech with true human insight will be the ones who thrive...I hope.

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🔹 After 3 Months of Layoff — What I’ve Learned After 30 Years in the Workforce 🔹 Being laid off after three decades of continuous work wasn’t something I ever truly expected. It shook my identity, disrupted my routine, and forced me to pause in a way I hadn’t in years. Now, three months later, I’ve gained clarity—and perspective. Here are a few lessons I’ve learned along the way: 1️⃣ Work is not who I am. For years, my career defined me. Without it, I had to rediscover who I am beyond the job title. 2️⃣ Rest is not a reward; it’s a requirement. I didn’t realize how burned out I was until I finally stopped. Rest, stillness, and time off are essential—not luxuries. 3️⃣ You find out who’s in your corner. Some people faded away. Others stepped up. Real relationships matter—and having friendships outside of work is just as important. 4️⃣ It’s okay not to know what’s next. After 30 years of always having a plan, I’m learning to sit with uncertainty and trust the process. 5️⃣ Skills are currency—but mindset is wealth. Experience matters, but what truly sustains you is adaptability, humility, and a willingness to grow. 6️⃣ The job may be gone, but the value remains. A layoff doesn’t erase the contributions I’ve made. I still carry knowledge, perspective, and resilience. 7️⃣ Time is the rarest resource. I’ve reconnected with family, hobbies, and even simple long walks. I won’t take time for granted again. 8️⃣ You can begin again—at any age. Starting over is intimidating—but also full of possibility. I don’t have all the answers yet, but I’m staying in motion. I won’t back down. #CareerGrowth #LifeAfterLayoff #Leadership #Mindset #Resilience #Reinvention #CareerJourney

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