Uncovering your unique value proposition

Uncovering your unique value proposition

There are a lot of Personal Assistants, Executive Assistants and Administration Assistants in Australia. At the time of writing this post a quick search on LinkedIn found over 42,000 PA’s, over 75,000 EA’s and over 53,000 Admin Assistants. That’s a lot of competition!

If you’re a recruiter or hiring manager looking for someone to fill a new or vacant role, how do you identify the right PA, EA or Administration professional for your position? It would be much easier if more professionals would identify their Unique Value Proposition (UVP).

One of the biggest reasons professionals don’t achieve the career success they are capable of is that there aren’t enough jobs…right? Wrong, it’s that only 20% of all jobs are advertised with 80% being filled by referrals, recommendations, networking and candidate sourcing via online platforms such as LinkedIn.

So it’s not there aren’t enough jobs, it’s that YOU don’t understand your Unique Value Proposition, and how to identify and communicate it effectively.

As business and office professionals, you must establish yourself as a “solution provider” for recruiters and employers. You don’t just provide various kinds of administrative support to people and groups in business enterprises. Nor do you just perform clerical duties.

  • YOU free up time for your employer to focus on growing the business
  • YOU optimise travel schedules and enable remote decision-making
  • YOU keep projects on track
  • YOU filter out distractions and turn your manager from a reactive leader to a proactive leader who sets the organisation’s agenda

That’s the real reason you are employed.

While there is joy in crafting a unique, compelling LinkedIn profile summary, the real joy is when that Summary gets the attention of a hiring manager who requests an interview and makes you an offer.

What is a Unique Value Proposition?

A unique value proposition (UVP) is a statement that explains how your Personal Assistance, Executive Assistance or Administration Support is different from everyone else. It tells an employer how you can better their business and what makes you stand out.

Your UVP essentially tells them why they should hire you instead of another candidate. It takes some creativity to come up with a compelling UVP, and it may be the biggest decision you’ll make in your career.

Elements of a Good UVP

There are three things that make a good UVP:

  1. It specifically addresses the needs of the employer. Your UVP should be something your target employer can’t live without, solves their problem or makes their life easier.
  2. A good UVP is memorable. It has to stick in people’s mind so that you’re the one they think of when they need a new support professional.
  3. It connects with them emotionally. This isn’t difficult, because hiring managers are busy people and with a little effort you can easily think of times they may have been let down before.

Crafting your UVP

Your unique value proposition won’t magically appear. It will take some thought to come up with the right message. But to get you started I have some steps and actions you can follow to get you started:

  1. Identify if you already have UVP: If so write down what is it and if it’s effective.
  2. Understand your target employer: Try to be specific here –
    1. If you are a PA or EA start looking at basic demographics age, gender, occupation, education etc through online channels ie: LinkedIn
    2. Look up current advertisements and note down what various employers are looking for in a candidate.
    3. Research your target employers online particularly their career pages to understand their vision, values and what they look for in employees.
  3. Assess other EAs, PAs and administration professionals:
    1. See what they offer employers
    2. Why do people like them? What do their recommendations say?
    3. What kind of skills do they have?
  4. Review your research and compare your skills, experience, and feedback:
    1. Do your skills uniquely address an employer’s needs?
    2. What is unique about your skills that helps to set you apart from others?
    3. Where do you fall short?
    4. Can you offer a solution to potential employers that others aren’t?
  5. Write your UVP:
    1. Brainstorm various UVP’s
    2. Test it, by getting feedback from others
    3. Implement your UVP across your LinkedIn Profile and Resume for consistency.

Without a Unique Value Proposition, success is luck at best. But with a good UVP, your success becomes worth investing in.

Lisa Mahar

Lisa Mahar is a Resume Writer and Job Search Coach. She is also the founder of Meritude Career Services, a company on which helps professionals master their job search. When she's not indulging in a new book or travelling, she's thinking about, talking about, or writing about careers.

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