If all products were the same, how would we choose between them?

A unique selling point – USP – is the attribute that makes a product different from and more attractive than its competitors.

Just as big brands need to hook buyers in with their USPs, job applicants need to find ways to catch the eye of recruiters. So, when applying for jobs, this means showing employers what makes you different, ensuring you stand out from the crowd.

Job descriptions and person specifications outline the skills and qualifications required of an ideal candidate, and in some cases additional ‘desirable’ qualities. However, the jobs market is a competitive place, and many applicants will meet the essential criteria, i.e. many people will be equally qualified to do the job.

This can make the shortlisting process quite difficult – between equally competent candidates, who should get the job? Therefore, as an applicant, you need to be able to offer something extra to differentiate yourself from the others and break that tie. You are aiming to tick all the essential boxes and offer additional benefits too!