Defining your Unique Value Proposition (USP)

In a competitive selection process, it is not enough to meet the requirements; you need to stand out.

Your Unique Value Proposition (USP) is what differentiates you and positions you as the best choice for the position.

It is your "personal brand" condensed and adapted to the job offer.

What makes you special and different from other candidates?

Think deeply about what makes you unique.

It's not just your technical skills, but your particular combination of experience, accomplishments, passions, personality and approach. Ask yourself:

• What specific accomplishment best demonstrates my ability in [key skill required]?
• What different perspective or approach do I bring because of my background?
• What particular passion or interest drives me to excel in this area? Answering these questions will help you identify the elements that distinguish you from other candidates with similar resumes.

It is crucial to think about this so you can communicate it effectively.

Identifying your "winning message": 3 key points for the interviewer to remember

Once you have identified your differentiators, you must distill them into a concise and powerful "winning message". Ideally, this message should consist of no more than three key points.

Think: if the interviewer could only remember three things about me at the end of the day (after seeing many other candidates), what do I want those three things to be that make me stand out and be the preferred choice?

These points should be relevant to the position and easy to remember.

Examples and how to articulate your PUV

Your PUV should be clear and focused. For example, a communication consultant might define your three key points as:

Measurable results: "I will put you in front of the camera dozens of times until you love how you look, focusing on your improvement."

Continuous follow-up: "I offer post-training follow-up with personalized video critiques to ensure steady progress."

Extensive experience and resources: "My vast global experience and multiple resources (books, videos) guarantee a solution tailored to your needs".

Articulate your PUV by integrating these key points into your answers, especially at the beginning ("Tell me about yourself") and at the end of the interview, ensuring that the interviewer captures your differential value.

The danger of leaving no impression (Being forgettable)

The biggest risk in an interview is not necessarily making a mistake, but going unnoticed.

If the interviewer sees multiple candidates and doesn't remember anything specific or distinctive about you days later, your chances diminish dramatically.

That's why it's vital to define and communicate your PUV: you need to be memorable in a positive way to get chosen.

Summary

In a competitive selection process, it's not enough to meet the requirements; you need to stand out. Your Unique Value Proposition (USP) is what sets you apart. Reflect on your unique combination of experience, accomplishments and personality.

Identify your "winning message. It should consist of no more than three key points that the interviewer should remember about you at the end of the day. These points should be relevant and easy to remember.

Articulate your PUV by integrating these key points into your answers. The biggest risk in an interview is not making a mistake, but going unnoticed. You must be memorable in a positive way to be chosen.