Pay transparency, the providing of salary ranges for job posts, has hit a major milestone as it has become the norm in today's job market. Companies that are being transparent about salaries in job postings are ahead of the curve and setting a higher standard. They increase applicant interest, reduce turnover, and help build a positive employer brand. In the past, employers were hesitant to share salary information, leading to frustration among applicants. This lead to candidates having to decide upfront if a job was worth interviewing for or not, meaning employers were likely missing out on highly qualified applicants. As pay transparency has become the new norm, employers have seen an increase in applicants which has also provided an increase in quality. Additionally, with candidates having an understanding of the salary before applying, more experienced candidates are more willing to apply.