Why Are Selling Points So Important?
You’ve found a promising candidate. You’ve connected, and they seem interested. But then comes the moment we’ve all faced:
“Why should I choose your company?”
This isn’t just a question about facts or data. What candidates are really asking is, “What will I gain from making this move?” And the only way to answer that persuasively is with a clear Selling Point.
This question matters even more today.
Because we’re in a time when company size or brand alone is no longer enough to attract top talent. Sure, big or well-known companies naturally get applications—but many of those applicants apply based on surface-level information.
The most capable candidates aren’t impressed by brand alone. They want to know, “Why this job? Why now?”
To them, the company name matters far less than:
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Who they’ll be working with, and on what kind of team
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What growth opportunities exist, and what kinds of problems they’ll be solving
In other words, the companies that clearly explain “what this means for you” will be the ones that win the best talent today.
How Do We Build Our Company’s Selling Point?
This is a common challenge for hiring teams:
“We don’t offer the highest salaries or have the strongest brand—what can we even promote?”
What you need isn’t a list of what makes your company look impressive.
You need the ability to structure and deliver your message based on what candidates truly want to know.
A selling point isn’t just a slogan.
It’s a concrete message that drives a candidate’s decision to apply.
In this post, we’ll introduce 4 practical ways HR teams, recruiters, and hiring managers can define and apply their organization’s unique selling points—in the order that aligns with how hiring actually works.
Step 1. EVP (Employee Value Proposition) – Define Your Team’s Core Appeal
EVP is the total value your organization offers to its employees.
It’s the starting point for all your selling points—and often the first intersection where candidate interest meets company identity.
EVPs are typically built around five core pillars:
EVP Element | Description |
Compensation | Salary, incentives, and other financial benefits |
Workplace | Flexible work policies, work-life balance, physical workspace |
Culture | How people work, leadership style, psychological safety |
Career Growth | Development paths, lateral mobility, learning opportunities |
Purpose | The company’s mission and social value |
Pro Tip
Run a simple workshop with team leaders or members to define your EVP together. Even identifying just three key sentences to introduce your team can make a huge difference.
Example
Step 2. SWOT Analysis – A Strategic Lens on Strengths and Weaknesses
While EVP focuses on internal value, SWOT analysis helps you view your company’s current situation through both internal and external lenses.
It’s a great way to understand which EVP traits truly stand out in context.
Factor | Example Selling Point Usage |
Strength | Strong technical talent, rapid growth, solid team capability |
Weakness | Limited stability, outdated systems, resource gaps |
Opportunity | Expanding market, timely business expansion window |
Threat | Well-funded competitors, tightening regulations |
Pro Tip
Be honest about your Weaknesses and Threats—but frame them in ways that align with how a candidate can contribute.
“While this area is currently underdeveloped, your experience could be exactly what we need.”
“We’re still in the early stages of global expansion, and your strategic insight could be critical to our success.”
Example
Factor | How to Use as a Selling Point |
Strengths | “We integrate real medical data into product development.” |
Weaknesses | “This growth phase needs your execution power.” |
Opportunities | “A growing healthcare market—this is your chance to shape a product with impact.” |
Threats | “We need precision in technology and compliance to stay ahead.” |
Step 3. Business Model Canvas (BMC) – Help Candidates See How the Company Works
Once you’ve clarified your EVP and SWOT, the next step is to explain how your company actually operates—in a structure that candidates can understand.
That’s where the Business Model Canvas (BMC) comes in.
This framework is especially helpful for startups or early-stage businesses that need to clearly explain,
“Here’s how we make money and how we’re growing.”
The BMC consists of nine core components that visualize how your business functions and earns revenue:
Pro Tip
“A SaaS product for the chronic illness market, generating revenue through subscriptions and B2B partnerships.” → A single sentence like this can make your model instantly clear.
Example
Step 4. Competitive Positioning – The Deciding Moment
Candidates always compare offers from multiple companies.
That’s why in the final stage, it’s essential to clearly show how your company stands out or offers something different, especially when crafting personalized proposals or cold outreach.
One of the most effective tools in this step is a competitive positioning table.
Category | Our Company | Competitor A | Competitor B |
Compensation | Above industry avg | Standard | Slightly below avg |
Tech Stack | Modern ML/Rust | Traditional Python | Java-based |
Growth Track | Leading new service builds | Legacy maintenance | Global PoC support |
Culture | Fast decisions, action-first | Hierarchical decisions | Flexible, work-life balance |
Pro Tip
This chart is often the most persuasive asset for candidates deciding whether or not to switch jobs. If you highlight things like technology, product philosophy, and growth trajectory, you’ll strongly appeal to senior developers and PMs.
Example
Category | Our Company | Competitor A | Competitor B |
Target Users | Chronic illness patients in their 30s–50s | Fitness-focused consumers | Post-health-check wellness seekers |
Revenue Model | Subscriptions + insurance partnerships | Ad-based freemium | Concierge healthcare services |
Tech Stack | Python + FastAPI, ML recommendation engine | No-code platform | Django + basic analytics |
Product Edge | Integrated reminders from medical institutions | Easy workout planner | Personalized health check insights |
Team Culture | Problem-solving mindset, fast iteration | Calendar-driven, risk-averse | Medical-expert-led decisions |
Growth Opportunity | Scaling healthcare API partnerships | Expanding ad platform | B2B sales with hospital networks |
Selling Points Should Also Be Built at the Team Level
Once you've developed your selling points using the four methods, the next step is bringing them down to the team level and applying them consistently.
While company-wide positioning matters, what often matters more in real hiring conversations is this:
“Why is this specific team a great place to join?”
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Who is the leader they’ll be working with?
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What kind of project is the team tackling?
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How does the team communicate and get things done?
These are details that rarely show up in job postings or company overviews.
Yet the people working on the ground know them best.
That’s why it’s so important to build a shared habit between recruiters and teams to define and refine these team-level selling points.
Especially in direct sourcing, the ability to speak clearly about the team is often what turns interest into real engagement.
In many cases, people choose people—not just logos.
Getting Started Is Half the Battle
A strong selling point isn’t just information you present—it’s a message designed from the candidate’s perspective.
If you’re thinking of creating or updating your team’s selling points, we recommend starting with the four-step framework above—at the team or service level.
Even if you simply gather your HR lead and team lead for an hour to draft just your EVP and SWOT, that alone can make a big difference.
By applying the four tools in sequence, you’ll be well-equipped to build one of the most persuasive selling points in your space.
After You’ve Built Your Selling Points
Once your team has clarified its selling points, the next practical challenge in direct sourcing is this:
Crafting personalized outreach and answering candidate questions effectively.
This is where TalentSeeker elevates your ability to persuade.
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It uses your documented company info and selling points to recommend personalized messages based on each candidate’s background and experience
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With its real-time AI Q&A feature, it handles common candidate questions (e.g., growth path, tech stack, team culture) using pre-input company data—reducing the recruiter’s workload and speeding up response time
Today, it’s no longer just about “presenting your company.”
What really matters is how well you can activate and apply your selling points.
If your team has done the work to prepare them,TalentSeeker helps you connect with candidates more effectively, more quickly, and more persuasively.
