Qualitative Measures

What are Qualitative Measures in HR?

Qualitative measures in HR and recruitment capture and evaluate non-numeric data. This type of data offers insights into employees’ experiences, organizational culture, and overall workforce satisfaction. They explore the subjective, more nuanced aspects of the workplace. 

These measures can include employee feedback, performance reviews, and engagement surveys. Other methods, such as direct observation and focus groups, may also be employed by organizations to better understand their employees’ needs and motivations. 

Read on to learn more about what are qualitative measures and its applications in HR. 

Qualitative Measures Definition

Qualitative measures are the non-numeric data that focuses on the quality and characteristics of candidates or the recruitment process. These measures often involve subjective assessments, such as candidate skills, culture fit, and interviewer impressions. They can be gathered through interviews, open-ended surveys, or evaluations. 

The main aim of qualitative data is to help recruiters understand why and how certain metrics are too high, low, or on the right track in relation to broader goals. Since the information is contextual and descriptive, they can offer a more well-rounded, holistic picture of what’s happening in the grander scheme of any organizational hiring strategy.  

How Recruiters Can Collect Qualitative Data

There are many powerful, time-efficient methods hiring managers and recruiters can use to collect valuable qualitative data on candidates. This data helps organizations predict job outcomes for various roles that require non-standardized responsibilities. 

Some examples of these collection methods include:

• User testing
• Short surveys
• Feedback from apps
• Social media 
• Team exercises

Job simulations are another excellent way to collect qualitative data. Whether through work samples or role-play exercises, candidates can demonstrate their skills in real-world scenarios. This gives recruiters a clearer idea of how candidates approach tasks, collaborate with others, and handle challenges. 

Reference checks can uncover firsthand accounts of a candidate’s work ethic and interpersonal skills, while social media can shed light on their professional persona and values. Candidate feedback about the recruitment process also helps recruiters understand the overall experience and perceptions—which offers a fuller picture of the individual, beyond their qualifications.

Benefits of Qualitative Data in Recruitment

• Has potential to inspire new ideas and perspectives
• Is open-ended and offers more flexibility compared to quantitative data
• Sets the stage for guidance on next steps when numbers can only say so much
• Digs deeper into the “why” behind a decision