The first time I heard the term “branding” or so and so’s “brand”, as it is commonly used in the year 2014, my gut reaction was not a positive one. Many associations came to mind, none of which were connected to being a down to Earth and likeable human being. However, when I came across the article “The Hunt for the Pink Unicorn Starts with your Employment Brand” on the website Workology, I began to see the term in a more favorable light.
image credit: Workology.com
“Passive job seekers are the pink unicorn of your recruiting and employment brand efforts. Pink unicorns are often preferred as they are likely happy, engaged and productive yet elusive employees who are likely open to new activities but haven’t made a substantial time commitment investing in looking for a job. I repeat, pink unicorns are not looking for a new job. These passive job seekers are also less likely to have participated in online activities that signal to competitors that they are looking for work such as tightening up their Facebook security settings, updating their LinkedIn profile or uploading a resume to a job board site. Technologies like Bullhorn Reach and Entelo currently exist in the recruitment technology marketplace so that companies can maintain a human capital advantage and the search for the pink unicorns continues.”
Is the mention of “Pink Unicorns” what drew me to reading the article? Yes. Did I have to continue reading the article? No. I kept reading because I connected with it. The author uses a delightful fantasy term (Pink Unicorn) in what could have been just another dry human resources piece of writing. I personally want and need the connection between reality and fantasy in my life. This article does that for me. Reality is where I live; Fantasy is where I sometimes wish I lived. Most of us will have to work part, if not all of our lives, and it might as well be for an employer or in a career with which we feel “brand” connection.
As a “little guy”, I despise myself and other “little guys”, being taken advantage of by large corporation’s marketing and branding. I value transparency! This article helped me to see branding in a more positive light; a light seen through the eyes of the job seeker or employer. It helps to know what brand we want to work for, purchase from, or be. A brand or employer culture connection and feeling of resonation is important in maintaining or becoming a Pink Unicorn yourself. As the author states, a Pink Unicorn is “happy, engaged, and productive” and “open to new activities,” which are all part of my Pink Unicorn definition as well. The author also states Pink Unicorns are elusive, which in my fantasy world, difficulty finding people of the Pink Unicorn variety would not be the case. In connecting back to reality, we can always hope for change, in a more positive compassionate direction for everyone. Increased understanding and educating oneself on both sides of a story makes for well-rounded individuals and helps us all. Ok, that is enough branding of myself for one day. Cheers to finding your Pink Unicorn self, place of employment, career, and life!