Why should someone choose you over your competiton?

Patrick Lefler at the Intrepid ideas...and other musings blog writes about some research into why some banks have problems in a post titled: Why should someone choose you over your competition?:

He revealed that his researchers always ask bank employees a simple question: "Why should I choose your bank over the competition?" Two-thirds of front-line employees have no answer – they simply make something up on the fly.

Patrick is writing about getting customers, but we recruiters should look at this as advice about getting candidates. "Why should I work for your company over the competition?" is a question recruiters and hiring managers must address.

I've not met Patrick, but he looks like a good guy - a mountaineer, not a golfer. I'm going to read more of his work. Check out his thoughts and sources.