How to Identify and Communicate Your Unique Value Proposition

Back in October, I attended the UK Black Business Show, an annual business event for Black entrepreneurs, business owners, start-ups and early career professionals in Europe. One of the sessions that I refused to miss out on was on the topic of ‘Building a Personal Brand and What Does It Take To Stand Out in Your Career?’

The panel included several notable experts in the field including Ronke Lawal, Dr Tru Powell, Jeffrey Manso and Anton Streeks Henry. Anton spoke on the importance of understanding and communicating your unique value proposition (UVP), but what is it exactly?

Your UVP is what sets you apart from other candidates, emphasising the distinct skills, experiences, and qualities you bring to a role. A strong UVP not only captures employers’ attention but also positions you as a standout candidate who is uniquely qualified for the job. 

Here’s a guide to help you identify your UVP and communicate effectively:

1. Understand What a UVP Is

A UVP is a concise statement that describes what you offer that is different from others. It captures:

• Your skills and strengths that align with the job role.
• Your unique qualities or perspectives that provide added value.
• Your professional achievements and experiences that demonstrate your potential impact.

A UVP tells employers or clients why you are the best fit for the position and what makes you an asset.

2. Conduct a Self-Assessment of Your Skills and Strengths

Start by assessing your strengths and skills:

• Hard Skills: These are specific, technical skills that are directly relevant to the job (e.g. data analysis, software proficiency, project management).
• Soft Skills: These include communication, problem-solving, leadership, and adaptability, which are crucial for most roles.
• Achievements: Consider your most notable accomplishments, including completed projects, awards, or recognitions, that can be quantified to showcase your success.

Think of times when you excelled, solved a challenging problem, or received praise for your work. These experiences can highlight qualities that differentiate you from others.

3. Identify Your Personal Qualities and Core Values

Employers appreciate candidates who not only have the right skills but also embody values that align with the company culture. Reflect on your core values and personal traits:

• What do colleagues and supervisors often commend you for?
• What motivates you at work, and what do you stand for?

These qualities can add depth to your UVP, showing that you’re not just skilled but also aligned with the values and vision of potential employers.

• 4. Research the Company and the Job Role

Understanding the company and role is crucial to tailoring your UVP and highlighting the points that matter most. Research the company’s mission, values, and culture to ensure your UVP aligns with what they are looking for in a candidate. Here’s what to focus on:

• Job Description: Identify keywords related to skills, experience, and qualities that the employer values.
• Company Values and Mission: Look for values aligning with your brand and unique attributes.
• Industry Trends: Being aware of trends and challenges in the company’s industry can help you position your skills as especially relevant.

By aligning your UVP with the specific needs of the role, you demonstrate that you have both the technical abilities and cultural fit to excel in the position.

5. Define Your Unique Selling Points

Your UVP should highlight the specific aspects that differentiate you from other candidates. Here are some examples of unique selling points:

• Specialised Expertise: Do you have unique skills or knowledge that few others in the field possess?
• Achievements and Impact: Can you showcase past achievements that clearly illustrate the positive impact you’ve made?
• Unique Perspective: Do you bring a perspective or background that would add diversity and value to the team?
• Passion and Drive: Is there a demonstrated passion or commitment to your field that goes above and beyond the norm?

Choose one or two key differentiators that are most relevant to the role and highlight them in your UVP.

6. Craft Your UVP Statement

Once you’ve identified your unique qualities, it’s time to craft a UVP statement. This statement should be clear, concise, and memorable. Here’s a simple structure:

“With [number of years] of experience in [industry or field] and a proven ability to [specific achievement or skill relevant to the job], I bring [unique quality or perspective]. My expertise in [key skills or strengths] enables me to [explain impact related to the role].”

Here’s my UVP to give you an idea of how it can be implemented:

“With over 6 years of experience in public relations and personal branding, and a proven ability to elevate the profiles of entrepreneurs, SMEs, and startups, I bring a strategic approach to communication and brand visibility. Recognised as one of PR Week’s ’30 Under 30,’ my expertise in media relations, thought leadership, and content creation enables me to help clients build authentic personal brands that drive career success and business growth.”

Tailor this UVP statement for each job application, ensuring it aligns with the company’s priorities and values.

7. Use Your UVP Throughout Your Job Application

Now that you have a strong UVP, strategically weave it into every part of your application:

• CV Summary: Start with your UVP in the CV summary section, giving recruiters a clear picture of what makes you unique.
• Cover Letter: Expand on your UVP in your cover letter, connecting your skills, experience, and personal qualities to the specific needs of the role.
• Interview Responses: During interviews, reinforce your UVP in responses to questions like “Tell me about yourself” or “Why should we hire you?”
• LinkedIn Profile: Incorporate your UVP into your LinkedIn headline and summary section for greater visibility.

8. Highlight Your UVP in Networking and Conversations

Job applications are not the only place where your UVP can be valuable. Networking events, interviews and social media interactions are all opportunities to communicate your value:

• Networking Events: When introducing yourself, use your UVP to give a memorable impression.
• LinkedIn Networking: In LinkedIn introductions or messages, share your UVP to establish yourself as a knowledgeable and skilled professional in your field.

Your UVP allows others to understand your unique strengths and how you can be an asset in any professional context.

Don’t be afraid to seek feedback from mentors, colleagues, or career coaches on your UVP. An outside perspective can provide valuable insights, helping you refine and improve your value statement. Adjust your UVP as you gain more experience or focus on new goals, ensuring it always reflects your current strengths and aspirations.

Moving Forward…

Identifying and communicating your UVP is essential for standing out in a crowded job market. Your UVP distils what makes you a strong and unique candidate into a clear, compelling statement that resonates with employers and clients. 

By following these steps, you’ll be well-equipped to showcase your unique strengths, making a lasting impression that sets you apart in your job search.

See you next week!