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Value Proposition

Objective: To help you determine what you should emphasise in your background and interests, what to include in your CV, what to save for the cover letter...

Defining a value proposition involves determining what information you should give recruiters, and what is the most appropriate way of doing so. Planning this will significantly improve your effectiveness, and it will also save you a lot of time. Your value proposition should address these three questions:

What should I emphasise?

To answer this question, you need to clearly understand what the recruiting company is looking for, and to compare that with the most salient traits in your own background.

• The closer you come to the company's requirements (i.e., the more relevant your previous professional experience), the more you should emphasise your achievements and skills in that specific area. For instance, if you are a banker looking for a new position in your current line of business, you may stress your previous responsibilities in that area.
• If there is a wide gap between your background and the company's description (this will be the case if you are considering a career change), you must stress transferable skills that you have acquired which also apply to the position you are seeking. If you are contemplating a career change, stress those aspects of your previous jobs which helped you develop the transferable skills you want to "sell". And don't go into too much detail about the nitty-gritty of your former job.

The closer the two are, the more significant your achievements and skills are likely to be to the company. The farther apart, the more you should emphasize your transferable skills.

How Should I Communicate It?

Your communication style reflects who you are, what is distinctive about you. Your style extends from your choice of stationery to the way in which you walk in to a room. Make sure that your style is consistent, and that it is adapted to your audience. Ask yourself the following questions:

• Who are you communicating with? What is his or her name, title, background, responsibilities? Is he or she a future colleague, or a future boss? See whether the two of you have anything in common - friends, schools, nationality.
• What is that person looking for? What does he or she expect? How can you stand out among the other candidates?
• What is the company culture? The office culture? Remember that there are differences from one European country to another; make sure you avoid possible faux pas by checking European Particularities.

What Should I Include Where?

Your overall objective is to stand out as a unique candidate who meets the recruiting company's needs. This means you should balance the content of the various job search tools to maximise their effectiveness.

Your job search tools must stand alone separately, yet complement and support each other.

• In your CV, stress those skills and achievements that are most relevant to the position you are seeking. Choose the CV format (chronological, functional, or combined) that best serves your situation. Personalise your documents; mention non-professional interests and hobbies. Remember that an interviewer may question you about anything in your CV.
• Your cover letter elaborates on your CV. It highlights your professional experience and achievements. If you are considering a career change, emphasise transferable skills and briefly explain why you want to change.
• During the interview, you will have to support and elaborate on your CV and cover letter. Be prepared to give details on your qualifications and achievements. Show in-depth knowledge of the industry and company you are targeting, and highlight any applicable skills you may have. Show that you share the interviewer's concern for effectiveness and results. Give examples of your past achievements, using supporting data where appropriate. Illustrate what you are saying so that the interviewer will remember you. Ask the right questions at the right moment. And don't forget: this is also your opportunity to find out whether the position and work environment are right for you.

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