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What Are Your Unique Selling Points?

Career Resources
Posted on: 10/02/2016
Identifying unique selling points

"A unique selling point (USP) can help customers by saving them time when they are considering buying a product or service. By stating simply and clearly why your product or service is different, it will stand out from the competition" - The Chartered Institute of Marketing.

The unique selling point is all about identifying what makes a product or service different from all of the others available on the market. Look at any successful advertising campaign and at its core you will always find a unique selling point which is being communicated to the customer. The USP will differ from one product to the next, but some very basic examples include:

  • It is cheaper
  • It is faster
  • It will save you the most money
  • It has a feature that no one else has
  • It is the only product or service of its kind

You get the gist. Well unique selling points are not just reserved for selling goods and services; the same can be applied to selling yourself when applying for a new job. Every good applicant has a unique selling point which they will use to convince the employer that they need to employ them. So how do you go about identifying your USP and how do you communicate that to the person reading your CV?

Here is a three point checklist to help you determine what makes you stand out from the crowd:

  1. Previous Work: Begin by making a list of all the previous jobs, voluntary work, training and activities you have been involved with.
  2. Previous Duties: Using that list, make a note of all the duties and responsibilities you had as part of those roles.
  3. Skills Gained: Every duty you have listed is likely to involve some form of skill or responsibility. From basic IT skills to management or leadership qualities, make a list of those skills you have gained. 

Once you have completed point three, you will have a list of skills which can be used to sell yourself to potential employers. It is important that you not just cross reference your skills against those mentioned in job descriptions, but also elaborate upon them and explain the potential to the employer. 

For example, multiple applicants may be able to say that they managed the digitalisation of their company's product database. It is far better to say that you managed the digitalisation of your company's product database and in doing so helped to save 'x' number of pounds a year or 'x' number of hours per week.

If you would like more tips on how to perfect your CV, visit our Candidate Resources page.