It's not clear to me whether the pale glow stays with creature(s) that were initially affected (within the 5ft burst) or whether the glow dissipates from them if/when they leave the area.
It stays with them even if they move out of the area, up until the duration of the spell runs out or its dispelled or something. At least, I think that's how it has traditionally worked.
Yeah - it's the Bless question, basically, and the FAQ confirms that Bless affects all allies in its area at time of casting... and they then remain blessed for the duration no matter how far away they go.