This is part one of a two-part series on writing a compelling value proposition letter.
There are many activities involved in job searching, such as networking, having an active result-oriented LinkedIn profile and resume, applying to jobs, interviewing, etc., to name a few. Aside from these job search activities, have you considered sending an unsolicited value proposition letter to potential employers?
What I am proposing is a networking technique that you should find comfortable. It is especially effective if you work in a niche industry (e.g., biofuels, pet insurance, medical tourism, hydroponic farming) where there are few players or if you possess a set of highly sought-after skills (e.g., cloud computing, network security, auditing, fluency in multiple languages).
A value proposition letter’s objective is to show how your skills and experience can solve, or at least be part of solving, an employer’s problem(s) (READ: pain points).
“Yes, in next week’s column.” (Answer to the question you are now asking yourself, “Will I be providing examples of a value proposition letter?”)
“Yes, actually, several.” (Answer to, ” Have you ever hired someone who sent you an unsolicited value proposition letter?“)
In order to write a value proposition letter that will resonate with your target companies, begin by doing some research while asking yourself, “What are some of the possible problems they are facing? How can I be of assistance in solving them?” For example, is it your belief that long delivery times are causing an e-commerce site you visited to lose customers to Amazon? As a supply chain analyst with 15 years of experience, how would you address this issue?
Writing a value proposition letter requires using your right brain, where your emotions, intuition, and creativity reside. This is not a fill-in-the-blanks exercise. It is essential that your letter appears human-written, something that is becoming increasingly rare with AI technology becoming more easily available. It is you, not AI technology, who is offering your skills, knowledge, and experience to help an employer address pain points they might be experiencing, according to your best guess.
Something to note; your “pain point guess” guess may point out something the company’s leadership team has never considered. In my above example, it is possible the company’s leadership team may not have thought their long delivery times discourage potential customers from purchasing their products. (Do they look at their cart abandonment rate?)
The most common pain points employers face today are:
- Keeping and expanding market share.
- Enhancing profitability.
- Increasing productivity and efficiency.
- Keeping up with and implementing technological advancements.
- Supply chain issues causing order fulfillment issues.
- Managing employee benefits and payroll costs.
- Recruiting and retaining qualified employees with the right mindset and attitude.
If you have the skills and experience (READ: a proven track record) to address any of the above-mentioned pain points, then most employers will view you as gold.
With all the talk about a recession on the horizon, how can your skills and experience help employers weather the predicted economic slump?
Once you have identified your targeted employer’s potential pain points, you can start crafting your value proposition letter to sell your skills and experience to address those pain points.
There are four elements to a pain letter.
- The employer’s pain point, which is either explicit or you believe exists.
- Persuasively describe how your skills and experience can address the employer’s pain point.
It is essential to show that you understand the company’s goals and values. For instance, not every company is concerned with increasing its market share. Some companies are more focused on becoming environmentally sustainable or being seen as socially conscious. With this understanding, you will be on point explaining, confidently, how your combination of skills, experience, and knowledge can help the company achieve its goals.
Also important is being specific! Use numbers to quantify your achievements and results. Your opinion has no place in a value proposition letter. Likewise, your opinion has no place in your job search. At all times, you need to provide a solid, undeniable reason why you would be a value add to an employer, not your opinions of yourself, which is what most job seekers do. Numbers, the language of business, helps employers see your impact in your previous roles.
TIP: Throughout your job search, you do not want employers struggling to figure out what value you can add to their organization, hence why they should hire you. Therefore, use quantitative numbers throughout your LinkedIn profile, resume, cover letter and when interviewing… and in your value proposition letter.
A compelling value proposition letter convincingly conveys to potential employers how you would be a value add to their company. In my next column, I will provide examples of a value proposition letter, as promised earlier. In the meantime, compile a list of employers you would like to work for (Why not go one step further and find the contact information of those most likely to make hiring decisions, such as managers, directors and C-suite executives?), their possible pain points, and how your skills and experience can ease their pain.
Nick Kossovan, a well-seasoned veteran of the corporate landscape, offers “unsweetened” job search advice. You can send Nick your questions to [email protected].