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By Sharon Graham, CRS, CIS, CCS, CPRW, CEIP

If you are in the market for a new job, you already know that the competition can be fierce. In our fast-paced business world, employers are looking for outstanding candidates to lead their organizations to success. In most cases, a number of senior-level professionals are competing for one prized job opening. To beat your competition, you must outshine them in your resume and in person. To do this, you need to present the unique value that you bring to the table – this is your Value Proposition.

A Value Proposition can be equated to a personal career “brand” which candidates will impart to prospective employers. Using this analogy, you are the “product” and your potential employer is the “target market.” Your message must compel the target market to purchase the product. A successful Value Proposition does just that.

As a leader, you have a unique blend of qualifications, talents, expertise and accomplishments to offer a potential employer. Determine which special features you have that your competitors do NOT have. This allows you to provide prospective employers with a clear vision of your distinctive value and take the competition out of the equation.

Developing Your Value Proposition

To uncover your Value Proposition, it helps to see yourself as the “product” that you are marketing. Successful advertising agencies know that they need to create a unique message that compels the target market to purchase their product. In your case, the target market is your next employer. To market yourself, it makes sense to create a consistent and convincing message in your resume, professional biography and other career documents. Then, deliver the same proposition during your networking efforts and in the job interview, and you'll have succeeded.

A well-designed Value Proposition presents your very best features as they relate to a specific company or job target. Once you've clearly defined your target and your strengths, you are prepared to develop a powerful Value Proposition by answering three simple questions:

1. Exactly how will your employer benefit financially from hiring you?

2. What special experience or credentials do you bring to the table?

3. What additional talents and expertise do you offer?

Here’s a condensed example of how a general manager answered those three questions:

1. The employer can benefit financially from me because I have a knack for penetrating new markets and developing strong relationships with multi-million dollar customers.

2. I have over 10 years of experience in general management within the manufacturing industry and I have a Masters of Business Administration.

3. My additional offerings include extensive experience in implementing best practices within complex manufacturing environments. I am an industry expert and a keynote speaker on lean manufacturing strategies and quality improvement programs.

Designing Effective Marketing Documents

The key to developing effective career marketing documents, such as your resume, professional bio and cover letter, is to use your Value Proposition in each document. Think strategically about every aspect of your career and focus on items that support your Value Proposition. The idea is to create a distinct message that intentionally encourages the reader to pick up the phone and call you.

Here’s how our general manager incorporated his Value Proposition into his career profile at the beginning of his resume:

"Dynamic general manager with outstanding educational credentials and over 10 years of experience in general management within the manufacturing industry. Talent for penetrating new markets and developing strong relationships with multi-million dollar customers. Industry expert and keynote speaker on lean manufacturing strategies with a career-long record of implementing best practices to ensure organizational success."

Verbalizing the Message

In order to win the job offer in an interview, it is most critical to articulate your Value Proposition. Since your interview is likely to be conducted in relation to your resume, you must ensure that that the value you communicate in both your resume and your interview are consistent. Develop a number of statements and examples that support your Value Proposition.

To prepare for the interview, practice responding to questions with vivid examples of how you used your strengths to achieve corporate objectives. With practice, you will be able to present a clear and concise response to your prospective employer.

Here’s how our general manager answered the interview question: “Why should I hire you?”

"I would like to support this organization by improving our visibility and market positioning. I am able to do this because I have a knack for penetrating new markets and developing strong relationships with key customers. I also bring to the table over 10 years of experience in general management, a Masters degree in Business Administration and a reputation within the industry as an expert in lean manufacturing strategies. Therefore, in addition to expanding the market, I will be able to implement best practices that will contain costs, enhance quality and improve overall efficiency, which will directly translate to positive bottom-line results."

Outshining your competition is easier than you think. Once you have developed your Value Proposition, integrate it into all aspects of your job search. With your consistent, powerful, and compelling message, you will generate top-level interviews and job offers!

Sharon Graham is an executive resume writer, employment interview strategist and author of "Best Canadian Resumes." She holds multiple certifications in resume, interview and career strategy. Sharon is the president of Graham Management Group, www.GrahamManagement.com and executive director of Career Professionals of Canada. She can be reached at info@GrahamManagement.com.

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