unicorn blood: rare, creative, and powerful
Press Releases For People I Know*
For Immediate Release
December 2, 2011 **
“People have a hard time recognizing what they’re really good at,” says Dorothy, founder and CEO of Unicorn Blood, a new agency designed to bring together job-seekers and companies in a new, exciting format. “We all know that the resume has become ineffective as a self-marketing tool, but it’s hard for people to find a way to stand out that isn’t pushy, cheesy, or irrelevant to their personality. That’s where we come in.”
The approach behind Unicorn Blood begins much like that of any ordinary headhunter experience. Those seeking a new job send an updated resume and cover letter to the agency. “If you’ve begun the job search,” notes Hui, “our ideal submission is a forward of a resume and letter you’ve already sent to a company. That way we really get a feel for how you’ve already presented yourself.” From there, Dorothy and her team schedule an in-person meeting – and that’s where things begin to get interesting. Through a series of questions ranging from the standard “What was your day-to-day at your last job like?” to “Tell us about what you did last Saturday” or “What’s your favorite band?”, the brains behind Unicorn Blood aim to highlight people’s natural tendencies to speak most about things they’re passionate about.
“When you’re talking about previous jobs, people tend to get really fired up about the things they didn’t like,” Hui explains. “Conversely, if they’re telling you about what they did in their free time or about their hobbies, their real passions tend to be put on display.” The result is a list of qualities to avoid in potential employers and a series of traits that may not be apparent on a mere resume.
Unicorn Blood – the name, of course, is a reference to the mythical creature and its rumoured magical powers – then puts together a profile that highlights the unique nature of the individual. From a corporate perspective, they work to do the same. “The problem with most job descriptions is that they are as faceless as a resume,” says Dorothy. “The hardest part for us sometimes is drilling down to find out what a company is really looking for when they say “Marketing Manager” or “Director of Finance”. Sometimes they’re not even sure until they start talking to us.”
Hui says that the impetus for the company was borne out of watching those around her look for jobs – and of dipping a toe into the waters herself. What she found was two distinct philosophies in career literature: the first, the traditional headhunter / interview prep model, and the second, the freelance/creative’s “do what you love” approach. “We’re all aware of the limitations of what a job – and a person – can look like on paper,” says Unicorn Blood’s director of publicity, S. Flynn. “But when we looked at the alternative solutions, we found a lot of literature about self-talk and patting yourself on the back that, in the end, didn’t really offer a concrete plan of action for the job-seeker, nor did it really work to connect those people with actual job offers. In most cases, the creative career coach is someone competing for those same freelance jobs. They don’t always have your best interest in mind.”
What does the end result look like for the job seeker, if not a resume? Dorothy laughs, holding up a Powerpoint presentation centering around an individual, a mind map, and a red-lined job description. “This can take many forms,” she says. “Ultimately it depends on a bit of psychology in terms of people’s self-perception, and also in what they’ve revealed about where they want to go and how we think that can fit in with a corporate culture. We’re not naive – we know that some companies may be a great fit for a client, but that they might not necessarily understand why that client’s artistic skills speak to a job. Our work is to be the middleman here: to get both parties to understand each other’s strengths so that they can have a real, meaningful conversation about it before entering into a relationship.”
Dorothy’s own resume reads as a lesson in understanding people. Formerly, she introduced a new start-up business model to the music industry and headed up digital marketing departments at several prominent labels, working to establish an understanding and best practices in new media, as well as learning how to get musicians and label staff to communicate in meaningful ways. She draws from this experience in every transaction at Unicorn Blood, and she believes that by introducing a sense of self without abandoning the idea of corporate guidelines, she can help the best people find the best jobs. “We want to find a common ground and establish healthy communications between companies and their workers starting at the very, very beginning,” Hui says. “With our approach, we’re confident not only that we will help people find jobs that are the right fit, but we will also save companies a great deal of time and effort by helping them see what the relationship will really be like before making a hire.”
For press inquiries, samples of the company’s work, or to request a personal or corporate appointment, please contact email@example.com.
[*Press Releases for People I Know is an ongoing series of fictional press releases around equally fictional jobs, based on real-life people I know and their real-life talents and general awesomeness. First names have been used to protect people’s SEO when people are searching for their real lives.]
[**Happy birthday, Dorothy. You’re a unicorn!]