What’s your unique selling point? Bagg Group experts tell you how to figure that out.


Ask anyone at The Bagg Group how we manage to consistently match the right person with the right job at the best companies in the GTA and beyond, and they’ll tell you it’s because we have the back of our candidates and our clients.

We sum up our success at The Bagg Group in three words: Engaged, Trusted, Agile.

These words are our Unique Selling Points  (USP).  They are the qualities that define us, and they tell the world why we excel at what we do.

  • Engaged tells you we care a lot about our work.
  • Trusted lets you know we have earned the trust of companies and candidates.
  • Agile tells you that we are quick to provide intelligent solutions.

As we have said in the past, when you’re seeking a new job, you become the CEO of Company You.  Just like any business, you need to promote yourself.  To do that well, you also must identify your own USP.

You too need to be able to sum up what makes you special in a short sentence – or three words.

To help you get there, follow these two steps.

1. Write down your answers to these questions.  

  • What am I really good at?  What is it a company can count on me to do very well?
  • What makes me different from other people who have the same skills as me?    Imagine you are an interviewer.  Why do you think you  (the interviewer) with lots of people to see would select to hire you (the candidate)  over someone else who has the same skill set?
  • Let’s say someone in an organization wanted to convince their boss to interview you.  The problem is their boss is running out the door and only has five seconds to hear them out. What might they say, quickly, to get their boss to agree to meet you? “I’d love you to meet with meet with (your name).  He/she is  ….

2.  Circle the words that stand out for you. 

  • Read over what you have written.  Circle any words that jump out and say something good about you.
  • Make a list with these words.  Now underline the three words that you think are the most powerful and interesting.   These are your unique selling points.
  • As you answer, The Bagg Group’s expert recruiters urge you to keep in mind what is of interest to an organization.   You don’t want to come up with three words which define you but are of absolutely no relevance to your market.

For example:  Adventurous.  Fun-loving.  Music buff.   Those probably aren’t words that would strike a chord with a hiring manager looking for an accountant.   (But they might be good for a dating site though.)

Why three words?

Marketers and psychologists have long identified the Power of Three.  Research shows that the brain is most comfortable organizing and grouping things in 3s.

Umpteen studies over the years confirm people understand, absorb and remember things easily in groups of three.  However, it becomes harder for us to group and remember four or more points–we don’t do it naturally.

Knowing your unique selling points (USP) will help you promote yourself.

Use your USP in your covering letter, your resume, and when you interview.  You might even use your USP as a subhead under your name on your resume.

The USP strategy has been proven effective since the 1950s when a large New York advertising company, The Ted Bates Agency, came up with it.  Before then, advertisers would promote products by offering consumers reams of details.

Then Ted Bates revolutionized advertising by figuring out that short and memorable is far more powerful.

Here’s a fun did-you-know:  One of the very first effective advertising campaigns to simply emphasize a unique selling point was for the Lucky Strike cigarette.  All that was said about it was “It’s Toasted.”

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