Value proposition is a business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. In the context of the job search, it is the unique, consistent, and compelling message jobseekers use to effectively market and sell themselves to the employer.
Graham, Sharon. “Articulating a Powerful Value Proposition.” Career Professionals of Canada Blog. Online: http://careerprocanada.ca/articulating-value-proposition/ (Retrieved on August 8, 2014)
Boyd, Sandra and Kim Spurgeon, “Lifelong Career Management.” In Blythe C. Shepard and Priya S. Mani (editors). Career Development Practice in Canada: Perspectives, Principles and Professionalism. Toronto: Canadian Education and Research Institute for Counselling (CERIC), 2014, p.407.