Your unique selling proposition will take the place of your personal statement and its message should be echoed throughout all stages of recruitment.

• When your interviewer asks you ‘why should I hire you?’
• Within application forms and throughout your CV.
• In your cover letter.

The main thing to remember is that it focuses on the unique value you can bring to your potential employer’s table, rather than the clichés and common attributes that everyone else will claim to possess.

1. Identifying Your USP.

First, you need to identify what your unique selling proposition actually is; the skills, knowledge or experience that you can offer, but others can’t.

To make it easier, write down a list of…

• ALL of your skills. What are you good at? Inside and outside of work.

• What you’ve learned. Have you taken any specific courses? Been trained by professionals? Learnt on the job?

• ALL of your experience. List all of the jobs you’ve had in the past, including part-time and voluntary positions.

Using all of the above take a step back and look at the list you’ve created.

What skills, experiences and knowledge fields stand out?

Which ones are unique to you (or difficult to find)?

If you can’t find one unique thing that shines through, perhaps you can find a unique and uncommon combination of things?

2. Tailor Your USP.

Once you’ve decided what skills you think differentiate you from others, it’s time to tailor your USP to the job you’re applying for.

Then cross reference them against all of the requirements outlined in the job description.

If any match, use them as the focus of that application (mention them on your cover letter, CV and in the interview).

You Should Consider the Following…

• What are the company’s values, ethics and culture? You want to portray yourself as someone who’d fit in well.

• Which skills, knowledge and experience would be relevant to the industry? Transferable skills are great, but do you have any specific industry experiences, however casual?

• What about the position? Which skills are essential and which are desirable?

It’s really important to consider everything about the company so that you don’t mix up your message.

Tip: You should tailor your personal USP, depending on the job you’re applying for.

3. Focus on the Benefits.

Put simply, employers want to know one thing about their job candidates: how will you benefit them?

• How much money will you bring in? 
• What will your return on investment be?
• Are you worth the time, hassle and money?

Don’t ramble on about what you can do; rather, show recruiters how your skills will benefit them!

4. Prove It.

Which product would you buy? The tried, tested and proven to be successful or the unknown prototype?

Recruiters love facts and figures and if you can include them in your applications, then you’re guaranteed to build trust in what you have to offer.

5. Show Some Personality.

Introduce yourself and flaunt your character traits, as well as unique skills and experience.

This is obviously easier in the interview as they’ll get a first-hand impression of your personality and passion – but it’s important to consider it on your CV and cover letter too.

You don’t want your entire application to fall flat due to a lack of enthusiasm or character.

6. Keep it Short and Sweet.

It’s good to think of your USP as a headline.

Simply sum up, as quickly as possible, just how perfect you are for the job (don’t go on and on and on).

We recommend 2 – 3 sentences (spoken and written).

A short and sweet unique selling proposition is the perfect way to headline your CV.

7. Be Honest.

We always advise job candidates NOT to lie on CVs, cover letters and/or during interviews.

At some point, somewhere down the line, someone will notice…

Because recruiters like to dig…

• “Can you explain a time when you exhibited this skill?”

• “So, why exactly do you call yourself the ‘best marketer in your agency’?”

• “You say you won the employee of the month 3 times, but your boss has no record of it…”

Never lie on your job application – you will get caught!

8. Keep the Message Consistent.

Throughout your CV, cover letter and interview, you should keep showcasing your unique selling point/s.

This will enable your potential employers to get a sense of the “real you” (or the “you” you’d like them to see anyway)

Shifting your focus from “innovative digital marketer” to “specialist PR expert” may seem a little odd and suspicious.