Defined by Unbounce as “a clear statement that describes the benefit of your offer and what distinguishes you from the competition,” a unique value proposition (UVP) is one of the most important elements in business. Typically, we think of it in a consumer context where you use your UVP to entice leads into engaging with your brand, checking out your offer, and ultimately buying.
At HireDNA, for example, our UVP is “Hire Better Sales Talent, Faster.”
It’s short, sweet, and to the point. And I’d like to think it succinctly encapsulates why companies looking to recruit elite sales reps would want to choose us over anyone else.
But a UVP can also apply to recruiting where you clearly articulate why top talent would want to work for you versus a similar brand. For this post, I’ll explain the ins and outs of creating a UVP for recruiting so you’re able to reel in more A+ salespeople and stand out from the competition.
While there’s a lot that goes into crafting a killer UVP, you can boil it down to one simple formula, which Social Impact Architects summarizes as follows:
What your job seeker needs and cares about
What you do really well
What your competition does well
Here’s what that looks like visually.
At the end of the day, defining your UVP involves pinpointing exactly what top talent cares about (e.g. finding a rewarding career where they can leverage their skill set and grow), what your brand excels at (e.g. you’re an industry leader and have an employee-first, innovative culture), and what distinguishes you from the competition (e.g. you offer outstanding benefits that others don’t).
Although, admittedly, easier said than done, and it takes some time and refining to perfectly nail your UVP, the formula is really quite simple. I recommend doing some brainstorming, writing down each of these three elements, and playing around with them until you come up with a UVP that fully articulates why top talent should choose your company.
Simple Advice for Success
Perhaps the easiest way to ensure you hit the mark is to put yourself in the shoes of the talent you’re looking to recruit. Think about:
What would appeal to them when considering which company to work for
What’s most important to them
What would make them choose your brand over a competitor
I think many companies get themselves in trouble because they don’t fully look at things from the talent’s point of view. As a result, their UVP ends up being generic and falls flat. So I can’t stress enough the importance of getting into this headspace, as it should provide clarity on how to appeal to top candidates in your industry.
A Real-Life Example
To help you better wrap your head around the UVP creation process, let’s look at a company that’s knocked it out of the ballpark — Brandwatch. They’re a digital consumer intelligence company that analyzes billions of online conversations and delivers reliable insights to help businesses understand their consumers and competitors.
Brandwatch has a dedicated “Careers” page on their website and features their UVP front and center. It’s simply “Powered by you,” which speaks to their employees being the backbone of their organization.
This has a very warm, welcoming feel to it, and Brandwatch elaborates with these two concise but very well-worded paragraphs below.
The first paragraph instantly lets job seekers know:
The success of Brandwatch hinges on their employees
Brandwatch values their employees
Brandwatch is committed to creating a positive and supportive work environment
I don’t know about you, but I find that super appealing. If I was a talented salesperson looking for a potential company to work for, Brandwatch would definitely grab my attention.
And the second paragraph goes into a bit more depth as to the perks of working with Brandwatch over competitors. More specifically, they let candidates know they offer flexible scheduling, personal development, and a strong community-focused culture. Brandwatch also clearly states they have remote working opportunities — something that’s huge in our current climate.
So to recap, Brandwatch’s UVP zeroes in on their brand being employee-centric, while offering plenty of flexibility and development opportunities. It’s very straightforward, but does a brilliant job of conveying what Brandwatch is all about.
And to drive that message home even further, they also feature testimonials from actual employees, which is a nice touch. There’s a video at the top of the page.
There’s a carousel here.
And there’s also a section entitled “Committed to growth” where Brandwatch goes into even more detail about their dedication to empowering team members to learn, thrive, and evolve, highlights their key benefits, and includes yet another high-powered testimonial.
Put that all together, and it’s easy to see why so many talented salespeople are eager to work with Brandwatch. Their UVP is next level, and their “Careers” page does an excellent job at fully unpacking it. And that’s exactly what you want to go for when approaching your own UVP.
Winning the Talent War
Hiring talented salespeople is integral to the success of your company. Unfortunately, we’re living in an age where that’s become increasingly hard to do. The combination of a high demand for salespeople and a reluctance of younger talent to get into this profession has made it difficult for many brands to find elite reps.
But, as we’ve just learned, creating a rock solid UVP can go a long way in recruiting and is a key ingredient in piquing the interest of rockstar reps.
Looking to fill your pipeline with qualified sales candidates? See how HireDNA can help you build a stronger sales team and fill open positions faster.