The Apprentice 2012: A recruiter's verdict on the good and bad candidates - Episode 7 While she was project manager, and therefore assumed the leadership role, the other candidates could have decided to steer course, but they followed her direction. In the boardroom she fought for her survival, telling Lord Sugar why she would make a sound business partner and explaining how her business plan will have substantial and measurable results. It was this passion and persuasion that kept her alive in the competition. his is an excellent lesson for anyone looking for a job. It is a competitive market, especially for recent University graduates and those looking for entry-level roles. The job seekers finding success are those who are able to differentiate themselves from the competition. This means knowing the company, finding out what they do, who their competitors are and demonstrating how you would make an impact. Providing measurable ROI (return on investment) statements, which clearly shows the company exactly how it would benefit from hiring you, will improve your chances. While it isn't the only criteria in a hiring decision, it can often shift the balance if two candidates are on par in other areas. In contrast, Azar failed to persuade Lord Sugar as well as his team-mates that he was worthy of staying in the competition. However, in many ways he had better business sense - he knew there were flaws and while he attempted to explain this to team Phoenix, he threw around the term "strategy" instead of offering real solutions to the problem. Had he offered measured and insightful suggestions, he may have been able to persuade the team to take his assertions on board. As Lord Sugar pointed out, who wants to go into business with someone who can't persuade others to listen to them? This is especially important for professionals looking to advance their career. The most successful often demonstrate the full skillset - the technical, strategic and soft skills necessary to manage a business and work with others. Displaying strong communication, interpersonal and presentation skills is essential for any successful leader, and in this case, were the failed elements resulting in Azar being fired. In business, persuasion is vital. Sales and marketing use it to win customers, accounting departments use it to provide sound financial management, operations use it to steer the course of business, with other departments following suit. It is a skill that is largely innate, but can also be cultivated to become a key element in one's overall career advancement. Join in with our live blog coverage of The Apprentice every Wednesday Phil Sheridan is managing director of recruitment firm Robert Half UK