Every day, our communities are bombarded with job fair flyers, training announcements, and career program ads. They’re important, sure—but let’s be honest: how many of those messages truly grab attention? How many make people pause and say, “Wait a minute, tell me more!”

That’s the challenge in workforce development. How do you cut through the noise and stand out? How do you create something so remarkable, so unique, that it stops someone mid-scroll or catches their eye across a crowded community board?

You need a Purple Cow.

What’s a Purple Cow?

In Seth Godin’s awesome book, Purple Cow, he explains that the secret to breaking through in a crowded market isn’t to be better—it’s to be different. Think about it: if you’re driving through the countryside and see a field of cows, they all start to blur together. But if one of those cows is purple, you’d stop the car. You’d take a picture. You’d tell your friends.

The same principle applies to workforce development. A generic job fair announcement is just another cow in the field. But a reverse job fair where employers participate in a parade-style event, pitching their value to a group of seated job seekers, complete with swag giveaways? That’s purple. A flyer for free culinary training might get ignored, but a short YouTube series following a participant as they go from learning knife skills to hosting their first pop-up restaurant? That’s purple.

Why Does This Matter in Workforce Development?

Our work isn’t just about providing services—it’s about changing lives. But we can’t make that impact if people don’t see or engage with what we’re offering. Standing out isn’t just a marketing tactic; it’s how we reach the people who need us most.

And let’s face it: job seekers and businesses are overwhelmed with messages every day. If we don’t give them a reason to notice us, they won’t.

I’ve Seen It Firsthand

At career day events, what gets youth flocking to a booth isn’t the polished brochures or flashy swag. It’s the hands-on, real-life mini-training sessions for skills like learning to tie a tie 👔 or practicing the perfect handshake. 🤝 These simple, interactive moments create lasting impressions and drive home the idea that preparation can be empowering.

This is exactly what a Purple Cow looks like in action—offering something unique, engaging, and memorable that resonates with the audience.

How to Find Your Purple Cow

Here are a few ways workforce boards, training providers, and community organizations can stand out:

1. Get Creative with Events Your community has seen job fairs. They’ve seen training expos. But have they seen a speed networking event for job seekers and employers, complete with a live DJ? Or a career fair where kids can shadow professionals to see their future career paths?

Think outside the box. Tie your events to local culture or interests. Host a “Tech on Tap” night at a brewery where job seekers meet IT employers. Run a training program kickoff at a local sports event.

2. Tell Stories, Not Stats A Purple Cow in storytelling is one that makes people feel something. Instead of saying, “Our program helped 100 people get jobs,” share one person’s journey. Show us the single mom who balanced childcare and classes to land her dream job in healthcare. Share the veteran who transitioned into IT with your support. Let your audience see the faces behind the numbers.

3. Leverage Unexpected Platforms Your audience isn’t just on LinkedIn. They’re on Instagram, TikTok, and even YouTube. Create content for those platforms that surprises and delights. A day-in-the-life video from someone in your training program? A series of career tips delivered in a fun, relatable way? That’s the kind of content people share—and sharing is what makes a Purple Cow go viral.

4. Celebrate Your Successes Loudly Don’t just say your program works—show it. Host a graduation ceremony for your training program with photos and videos. Give awards to standout job seekers and showcase their stories. Every success is an opportunity to inspire someone else.

5. Collaborate with Community Partners Pair up with unexpected allies to add a twist to your offerings. Imagine a local restaurant hosting a hospitality hiring event where job seekers get free cooking lessons alongside interviews. Or a library offering tech training sessions in partnership with a local IT company. The possibilities are endless—and they’re purple.

Why Being Remarkable Matters

At the end of the day, your audience isn’t looking for another announcement. They’re looking for something that feels personal, exciting, and relevant to their lives. They’re looking for a story they can see themselves in.

So, the next time you plan an event, create a flyer, or launch a campaign, ask yourself: Is this a Purple Cow? If the answer is no, go back to the drawing board. Because in a crowded field of black-and-white cows, only the purple ones get remembered.

Let’s make workforce development remarkable. Let’s be bold, be creative, and be unforgettable.

What’s your Purple Cow? Share your best ideas for standing out in workforce development in the comments—we’d love to hear how you’re stopping your community in their tracks.