You are a brand. Made up of your personality, skills, achievements and goals, the brand you create for yourself is what you’ll use in your job search.
It’s the thing that will set you apart from other applicants. But they, like you, are people-brands. So how do you make yours stand out from the crowd?

The USP that’s YOU

You need to develop your unique selling proposition (USP). A company creates a USP for their products to ensure that they generate profit. A USP is what makes one product different from other, similar products. And, while you aren’t a tin of cat food, you are selling yourself as a product that an employer needs.

A recipe for a good USP

The ingredients of your USP should include your talents, experience, knowledge and attributes. Mix them together with a special ingredient – a twist – that sets you apart from everyone else. Maybe it’s a personality quirk that you can use as the starting point for brand ‘you.’

Preparing the USP recipe

First, look at what characteristics and competencies are required for the job. What is needed or valued in an applicant for that position? Then, compare these elements with someone you admire in the industry to see where your strengths and weaknesses lie in relation to what is required for the job. Pick a strength that will make you stand out, and use that as the focal point for your brand.

Here’s a sample for you ‘I’m Jo Bloggs. I’m a talented project manager with 8 years of experience in corporate events. Because I’m widely considered to be obsessive compulsive about details, I am the person who won’t sleep until everything is perfectly planned, implemented, set up and ready for success. My unique selling proposition is my complete focus.’