By Sharon Bishin, Corporate & Employability Trainer

In the world of sales and marketing there is a concept called Value Proposition which illustrates why a prospect should buy something from you. Whether it is:
safety (a type of car)
taste (a specific food)
fitness (an exercise tool) or
relaxation (a vacation trip)
you have to describe the BENEFIT from acquiring this product.
Well, guess what? In job search, YOU are the product and you have to convince a potential employer how they will benefit from hiring you.

How? Start with these two actions:
1. Change your perspective. Move from “What do I want or need here?” to “What does this employer need in a potential candidate?” If you can truly view the hiring process from the employer’s prism – what would bring added value to the company or what their challenges are…you set yourself above the competition. Do some research to find the answers.
2. Be able to articulate your value. You must be able to express the unique and compelling reasons that make you valuable. Answer the question for them: Why should I hire you?

Example: If you are applying for a sales job, a powerful Value Proposition may sound like: “I have opened over-the-counter drug sales on the Canadian east coast and increased profits by 41%”.
With that illustration you are showing that you have an entrepreneurial flair and good work ethic (expanding sales), you have specific knowledge of a sector (over-the-counter drug sales) and have an eye for precision and analyis (increased profits by 41%).

All of this information provides the answers that prospective employers are seeking:
Who Are You?
What do You Do?
Why You’re the Best.

That’s irresistable!