Career coaches talk a lot about value propositions. But it is a concept that confuses many people. So the admonition to make your value proposition into a compelling story feels to many like career coaches are speaking a foreign language. How can I do that when I don't even know what a value proposition is?

So let’s start first with defining what a value proposition is and then how to make it into an interesting story. I promise you will have an “aha” moment where this all makes sense.

Value Proposition Basics

The term “value proposition” was originally used in the marketing world. When marketing a product or service, a business would need to tell the consumer or client how the product or service would solve their problem. This would include who would find it of use and how they would find it of use. 

Take for example Harry’s, the shaving and grooming company. Their value proposition is Every man deserves a quality shave at a fair price. So if you need a quality shaving product at a price that is reasonable, then you know that Harry’s is where you might purchase your grooming products.

Crest toothpaste provides another example. Their value proposition is that their brand provides toothpaste for every need which will provide a healthy smile. Consumers looks for Crest products when they need to address whitening, enamel protection, tooth sensitivity.

Like a business who understands its value proposition before going out to the market, you as someone looking for a job must understand your value proposition to be able to successfully “sell” yourself in the marketplace.

A Job Seeker’s Value Proposition

For someone looking for a job, your value proposition is about what will provide a return-on-investment to a new employer.

There are several aspects of a value proposition:

Applicability

What do you offer that is of value to someone else? Value is determined by the marketplace. You might think something is of value, but the employer will determine if it has value to them (and of course how much they will pay for it). It is okay that not all employers will value what you have to offer. Job fit is finding an employer that values what you offer and where you get to do what fits your strengths and interests.

Quantifiability

Your value cannot be vague. A prospective employer needs to understand exactly what you can deliver. Providing quantifiable results shows that you can do what you say.

Contrast

As individuals, we are all unique. We each have different strengths. How is what you offer different from others? How can you distinguish yourself among the many applicants for a role?

How to Discover Your Value Proposition?

Discovering your own value proposition is one of the hardest things for job seekers to do and many people never know it. If you want to be a strong candidate in the job market and able to present yourself with confidence, you must know yours. This has to be the first step in any job search, though many people skip it and dive right into writing a resume. I challenge anyone, though, to write a powerful resume without understanding their value proposition.

The first thing to do is to understand your strengths. Write them down. What have you been complimented for in the past? What have you accomplished that has won your awards and bonuses? When people come to you for help, how do you help them? What seems to come to you with ease? These are the knowledge, skills, and abilities that others may find of value.

If you are having a hard time putting your list together, use a tool like the CliftonStrengths Assessment, to help you.

The next thing you must do is put yourself in the employer’s shoes. Which of your strengths might they need? The type of employer, the industry, and the specific role you want may dictate the strengths you will feature in your value proposition. If you want to work for a start-up, then your proven success getting things done and dealing with ambiguity may be of value to a potential employer. If you want to work for a government contractor, your knowledge of federal contracting regulations and procedures may be of value. Whatever it is, know what your audience values. The only strengths you have that they are interested in are the ones that provide value to them. 

Developing Your Story

Now that you have your strengths list and have pared that down to what the potential employer will value, now you have to craft a story to help a potential employer understand your value proposition. Here are some important tenets to follow when crafting your value proposition story.

Is it in the language that the buyer understands?

Make sure you understand the language of the position or industry. You need to let the employer know that you can talk the talk, that you have a common language and understanding. Do you know the industry terms applicable to your role? Are you communicating at the same level as the person who will be doing the hiring? 

Is your value proposition clear?

Do not make the hiring team trying to figure out what you provide that is of value because they will not bother. No one wants to take on that additional work. Make sure the reader has a clear take-away from what you say and your marketing materials, like your resume and LinkedIn profile.

Can they quickly get your message?

The message needs to be clear but also one that can be gleaned quickly from what you say and write. Remember, hiring teams scan materials, such as resumes, very quickly, only taking seconds to look at it. Is your value proposition self-evident in the words you use and the accomplishments you highlight?

Can you walk the walk, not just talk the talk?

Does your story show success? It has to be more than I do this, or I do that. It should be I do this and I get this result. Without the accomplishments attached, your value proposition can lack the power to convince the employer that you are different from all the other people that are saying the same thing.

Examples of Value Propositions

Below are two examples of value propositions. Each tells what they do, how they do it, and gives the accomplishment to back it up.

LinkedIn trainer focused on owners of service-based companies, helping 500+ small business owners find and nurture customers on LinkedIn that resulted in at least a 10% increase in revenue. 

Award-winning digital marketer and social media expert who creates compelling stories to entice buyers of luxury experiences. Success working with brands launching a luxury offering, including a well-known sunglass retailer and hospitality brand.

Your Value Proposition Story

Now that you have a clear, easy to understand story, you are ready to write your resume and put together your LinkedIn profile. As I said earlier, you need to understand your value proposition story first before writing these marketing pieces, otherwise, they will be unfocused and will not appeal to your target market. For your resume, you want to write it to clearly showcase examples of how you bring value to employers in your industry/profession. This will include a professional summary section to provide an overview of your value, a skills section that speaks to the skills needed in the prospective role, and the work examples and education that show how your accomplishments relate to what you would be asked to do in a new role.

With your LinkedIn Profile, you want to do the same thing. You want a headline that quickly lets the reader know your value proposition. You should have an About section that provides more context and more about the why of what you do. You also want an Experience section that showcases your most important examples of return on investment, and recommendations that provide social proof that you do what you say.

Conclusion

Understanding your value proposition and constructing a story around it is extremely valuable. It provides you with a focus for your job search. You know where you want to look and what you need to say to convince an employer that you are the right candidate to fill their job opening. It makes writing your resume and LinkedIn profile much easier. It also helps you network to understand roles that might be a good fit. Why would you not take the time to take this step as part of your job search? 

You may also be interested in What Value Do You Bring to an Employer?

Shelley Piedmont is a job search coach. She wants to help job seekers put their best foot forward by providing the tools for a successful job search. If you need career coaching, resume preparation, interview skills assessment, or LinkedIn profile assistance, she can help. Schedule a 15-minute no-obligation consultation