Do you want to know the weirdest thing employers want from veteran job seekers? A value proposition. They ask job seekers about it as if preparing a value proposition was like running around in clean underpants -- something everyone knows how to do.
For job-seeking veterans, military spouses and transitioning military members, the value proposition is not so simple. This is really for two reasons:
- None of us knows what a value proposition is; and
- None of us knows how to put one together.
That's where I come in. I'm the transition master coach for the 26,000 users of Military.com's Veteran Employment Project. I've got you covered when it comes to all things job related. Here is what you need to know about a job candidate value proposition now.
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What Is a Job Candidate Value Proposition?
First, I can tell you what it is not. A value proposition is not a long and wordy elevator pitch. It is not a laborious cover letter no one will ever read. It is not any collection of four syllable words that artificial intelligence (AI) put together for you.
In fact, it is not really about you at all.
A job candidate value proposition is about the problem a particular company wants to solve and what makes you the right candidate to solve that problem. This is about the value you bring to the employer, not just a list of your past qualifications and job titles. This is about how you can help the company in a way that the other candidates can't. And you gotta quantify it with numbers, percentages and specific examples.
How do you write a personal value statement? Our step-by-step directions:
1. Collect the Job Description
If you are applying for a particular role, this is easy: Just use the job description for that role. If you are just getting started in your job hunt and you need a more general description, find a couple of job descriptions that are almost what you want and collect some bullet points employers are looking for that you already have.
2. Read the Responsibilities Section
Don't just scan it; read it. Pick three of the skills at the top of the responsibilities list and/or the required list that you have performed with magnificent success. Copy and paste those onto a document.
3. Find the Preferred Section
The preferred section is the part of the job listing where you might really excel. Pick all of those skills and experiences you have and copy and paste those onto your document. Even if you only have part of the preferred experience, include that part.
4. Check Your Resume Again
Make sure you have spelled out those particular skills clearly. Add data to support your claim -- numbers, percentages, dollars, results.
5. Be Brave and Practical
If you have hardly any of the skills required or desired for that particular job, know that this is not your job. Even if you think you could do it, you have no data to support that claim. Moving forward is a waste of your time. Go back and try again.
6. Fire up the AI
If you have several or even most of the requirements for that job, AI is your little friend during the job hunt. You can use any AI tool you prefer. I use Copilot because it comes automatically with Microsoft Word.
Copy and paste only the parts of your resume that apply to this job into a document. Then use this AI prompt:
Using this job experience, help me generate a personal value statement to support my application for the role of [insert job title] at [insert company]. They are looking for [insert responsibilities and skills you have captured from the job listing]. Craft a statement of up to 150 words that is first person, attention-grabbing and uses supporting data from my job experience.
Here is an example of the value statement process.
For a client who was looking for a job in government affairs with a defense company, I captured these requirements that they had from the job listing:
- 20+ years of professional experience in military service
- Ability to translate technical concepts and differentiators through concise and compelling written and verbal communication
- Active TS (top-secret)/SCI (sensitive compartmented information) U.S. security clearance
- Experience working with unmanned systems, C5ISR technologies,
- Deep understanding of the DoD acquisition process
- Experience working with federal representatives, including U.S. senators and representatives
- Strong network within the government and defense sectors
Here is the personal value statement AI developed (I redacted identifying details):
With over 20 years of distinguished military service, including leadership roles in XXXX and XXXXX, I have honed my ability to translate complex technical concepts into compelling communication. My tenure as XXXX showcases my adeptness at strategic planning and operational excellence. I hold a TS/SCI security clearance and possess deep expertise in C5ISR technologies and unmanned aircraft. Added to that I have experience with the DoD acquisition process from my role as XXXXX. I have a robust network within the government and defense sectors, and my experience liaising with federal representatives, including US Senators and Representatives, positions me uniquely to excel as the Government Affairs Director.
Then I instructed the AI to make the value statement less formal:
With over 20 years in the military, including leadership roles in XXX and XXX, I've become pretty good at turning complex technical stuff into clear and convincing communication. I have a TS/SCI security clearance and know a lot about C5ISR technologies and the DoD acquisition process. Plus, I have a strong network in the government and defense sectors, and my experience working with federal representatives, like US Senators and Representatives, sets me up to do well as the Government Affairs Director.
See what is missing.
It is so tempting to see these completed statements and just stop there. Yay! You are done! Not so fast, Job Seeker.
You can see that these statements are still a little rough, aren't they? They need some tweaking to make them sound like something the candidate would actually say -- not write, say. Out loud. To another person. With a straight face.
They are also missing the numbers -- results that include percentages, dollar signs, savings, expertise. The personal value statement should tell the hiring manager exactly how you are going to help them with their bottom line.
The good thing is that I work with smart clients. Once my client saw these examples, he saw what was missing. My client went back and filled the missing pieces, not only in the value statement but on the resume as well. Then he was inspired to add some of the other compelling details he had not thought of before to strengthen his claim.
You are looking for someone who is knowledgeable about C5ISR technologies and unmanned aircraft and how those programs can make it through Congress and the federal acquisitions process. With the current budget cuts and constraints, I recognize that you might like a candidate who has already sold to the federal government as a civilian. What I can provide that other candidates can't is an up-to-the-minute experience with these systems and how they currently compare to their competitors. With over 20 years in the military, including recent leadership roles in XXX and XXX, leading to XXXX improvement of a $$$$ contract. I've persuaded senior leaders to adopt XXX and XXX leading to XXXX. I have a TS/SCI security clearance and a strong network in the government and defense sectors. My experience working with federal representatives, like US Senators and Representatives, sets me up to do well as the Government Affairs Director.
7. Practice
The last thing my client needed to do was practice the personal value statement until it sounded like a normal conversation. As he moves forward, this statement will change and grow. It will get tighter when clarity is required. It will include more examples when examples are required.
The most important thing for veteran job seekers to practice is how to see your value appeals to the employer. And how you can solve the problems that trouble them most.
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