# Pragmatic Persona Culture takes a backseat to skills in professional personal branding. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published May 10, 2016 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/pragmatic-persona ## Key Figures - Trend score: 3.7/10 - Evidence articles: 4 ## What is the Pragmatic Persona trend? **Pragmatic Persona:** When Millennials reached working age, a shift could be seen in professional personal branding toward culture and personality; however, as the world prepares for the more pragmatic Gen Z to enter adulthood, a skew back toward skill can be seen. This speaks to the cyclicality of generational demographics, and the ultimate balance needed regarding employment and personal branding. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 18, 2015 to May 8, 2016 - Published: May 10, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Pragmatic Persona trend ### Shift towards skills-based personal branding The generational shift from millennials to Gen Z has resulted in a move back towards skills-based personal branding, as opposed to a focus on culture and personality. ### Skills-based hiring platforms Skill-based hiring platforms, such as Fair.FM, provide an easier way for businesses to connect with skilled professionals on a case-by-case basis. ### Talent-highlighting features Digital profile platforms, such as About.me, are incorporating new spotlight button features to help professionals better showcase their talents and personal brand. ## What the Pragmatic Persona trend means for industry ### For Human Resources The use of skills-based hiring platforms is disrupting traditional recruitment methods and presenting opportunities for HR professionals to streamline their hiring processes. ### For Personal Branding The shift towards skills-based personal branding is disrupting traditional personal branding methods and presenting opportunities for professionals to better showcase their skills and experience. ### For Social Media Marketing The use of platforms like Instagram for professional portfolios is disrupting traditional personal website formats and presenting opportunities for social media marketers to better leverage these platforms for branding purposes. ## Workshop question How would you present your brand with regard to the culture- and personality-based attitudes of Millennials? How would you do the same for the pragmatism of Gen Z? ## Trend signals for Pragmatic Persona Trend score 3.7 out of 10, from popularity 56%, activity 48%, freshness 8%. - Popularity: 56% - Activity: 48% - Freshness: 8% ## Examples of the Pragmatic Persona trend 4 featured examples from Jun 18, 2015 to May 8, 2016. - [Social Media Portfolios](https://www.trendhunter.com/trends/instagram-portfolio): Art Director Castro Desroches Turned Instagram into a Showcase of His Work (Category: Social Media) Implication: Brands can capitalize on the trend of social media portfolios to discover new creative talent and leverage the power of visual storytelling to connect with consumers. - [Talent-Highlighting Features](https://www.trendhunter.com/trends/spotlight-button): Personal Web-Hosting Site About.Me Now Offers a Spotlight Button (Category: Lifestyle) Implication: About.me's spotlight button feature enhances the value proposition of digital profile platforms by enabling personal-brand amplification through customizable call to action. - [Skilled Employee Apps](https://www.trendhunter.com/trends/gild-platform): The CA Technologies Talent Development Platform Targets Expert Workers (Category: Tech) Implication: The CA Technologies Talent Development app is specifically designed for independent software companies, but can be adapted for any company in the software development industry loo… - [Skills-Based Hiring Platforms](https://www.trendhunter.com/trends/skillsbased-hiring): This Tool Helps Skilled Professionals Advertise Their Services (Category: Business) Implication: Skills-based hiring platforms like Fair.FM have the potential to disrupt traditional employment models in the growing freelance and gig economy. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)