What's your USP?

How to use your USP (unique selling points) when job hunting

We've been in business for over two decades and it took us years to figure out what our USP really was. We found it difficult to find something unique in a saturated marketplace, and it’s no different for job hunters and career movers either. 

But it’s not enough to just tick the boxes in a job description, you need to show employers what makes you the best fit for the role.  That’s where your USP comes in.

What is a USP?

In marketing talk, a USP is the standout feature that makes a product different from its competitors. Applied to job hunting, your USP is your unique combination of skills, experience, and personal qualities that sets you apart from other candidates.

Your USP is the answer to the question: “Why should we hire you instead of someone else?”

Identify your USP

Before you can use your USP you have to figure out what it is, start by asking yourself:

• What are my core strengths?
• What am I consistently praised for?
• What have I achieved that others in my field haven’t?
• What unique combination of skills, experiences, or perspectives do I bring?

Examples of USPs:

• A data analyst with a background in journalism (excellent communicator + technical skills)
• A marketing professional fluent in three languages (can manage international campaigns)
• A software engineer who has led multiple cross-functional teams (technical + leadership skills)
• Try to put your USP into one or two powerful sentences. Think of it as your personal strapline.

Use your USP in your job application materials

CVs:

• include your USP in your personal summary or profile section at the top. This immediately tells hires what makes you unique.

Example:

“creative digital marketer with a proven track record of tripling engagement through strategic storytelling and data-driven campaigns. Adept at translating complex ideas into clear, engaging content.” Use proof that backs up your statement.

Cover letter:

• build your cover letter around your USP.
• Explain how your unique combination of skills and experiences makes you the ideal candidate for the role.

LinkedIn profile:

• use your USP in your headline and summary.
• Recruiters often search LinkedIn using keywords, so make sure it includes terms relevant to your target roles.

Use your USP in interviews

When answering questions like “Tell me about yourself” or “Why should we hire you?”, bring your USP front and center. Frame your responses around your unique value, backing it up with real examples.

Instead of: “I’m a Project Manager with five years of experience.”

Say: “I’m a certified Project Manager who specialises in rescuing struggling projects, I’ve turned around three failing initiatives in the last two years.”

Prepare a few concise stories that demonstrate your USP in action.

Adapt your USP to each opportunity

Your USP isn’t set in stone. Tailor it slightly for each job application, depending on what the employer values most. Highlight the parts of your USP that align best with the job description, but for obvious reasons don’t make it up!

Reinforce it across all touchpoints

From email correspondence to networking events, your USP should shine through. Use it to introduce yourself, write your bio, or even describe your role on your business card or personal website.

Consistency builds a strong personal brand—and makes you more memorable.

Final thoughts

Your USP is your job-hunting superpower. It’s what helps you cut through the noise and make a lasting impression. By identifying, articulating, and consistently communicating your uniqueness, you’ll increase your chances of landing the job that’s truly right for you.

So, what’s your USP?