In the business world, value propositions are set up for products and services. Value equals benefit minus costs. When relating this concept to people, however, the process is a little more complicated.
To get in the right mindset, think of yourself as the product or service and your potential employer as the customer. You have something to offer in terms of your skilled work and the employer has costs associated with you like pay, benefits, vacation time, etc.
For employers, assessing the costs of headcount is easy; they simply need to add up a string of numbers. Assessing value isn't as simple. To make assessment easy for your potential employer, use a personal value proposition.
Your value proposition is a short and powerful statement that shows the specific value you bring and why you are qualified for a job.
It can be combined with a traditional cover letter to show readers, at a glance, your top qualifications and accomplishments.
How to Create a Value Proposition
A value proposition accomplishes a few things. It helps to set you apart from your competition. A value proposition shines a light on your skills and how they can be applied. Finally, it also fills in any gaps after an interview.
To write one, focus on answering these three questions:
- In what way will the company benefit financially by hiring you? Focus on the bottom line, not just on your skills. For instance, will you drive sales? Increase efficiency?
- How can the company benefit from your experience? Use facts and situational examples to convey your answer. Think about your strongest skills and how you'd use them at the company, as well as accomplishments in previous roles.
- How are you unique and different from other candidates? Think outside of your skills and experience. Remember the old adage that employers want to hire the person they'd rather be stuck with in an elevator or have to spend ten hours with at the airport. Do you volunteer? Climb mountains? Speak several languages? Showcase what makes you unique as a person rather than an employee.
Sample Cover Letter with Value Proposition
Here is an example of a cover letter that includes some aspects of a value proposition letter. Note how this candidate begins the letter by clearly stating how s/he will provide value to the hiring company, and than states accomplishments (rather that listing our responsibilities or tasks).
Remember, a cover letter is no time to be modest. With it, you're making a case for why you are a good candidate and worth interviewing, so make your argument as powerful and persuasive as possible.
City, State Zip
Street City, State Zip
Dear Mr./Ms. LastName:
With over 15 years of experience in public relations and event planning, I am an ideal candidate for the position of Event Planner at XYZ Planning Services. I would bring your company a record of planning hundreds of successful large-scale corporate events that have saved my clients money while ensuring their satisfaction.
I have worked as an event planner at ABC Consulting for the past five years, advancing through three separate promotions as a result of my ability to achieve cost-effective and quality results for my clients. Here are some of the high-level achievements:
- Planning large-scale events 10% under budget with my skills in financial and contract management;
- Maintaining strong professional relationships with over 200 vendors in catering, venues, attire, and more;
- Achieving over 95% client satisfaction.
I would love the opportunity to bring these skills and experiences to XYZ Planning Services. I have enclosed a list of references, and will call next week to discuss how I can contribute to your company. Thank you so much for your consideration.
Your Signature (hard copy letter)
First Name Last Name
Sending an Email Message
When you are sending your letter by email include the reason you are writing in the subject line of your message:
Subject: FirstName LastName – Event Planner Position
List your contact information in your signature, rather than in the body of the letter:
Your Phone Number
Your LinkedIn Profile (optional)