When a recruiter or hiring manager says a candidate has “strong communication skills,” what do they actually mean? The phrase is one of the most common—and most ambiguous—terms in job descriptions and feedback loops. For candidates, it can feel like a moving target; for hiring teams, it often masks a lack of structured assessment. Decoding this vague language into observable behaviors is critical for fair evaluation, reducing bias, and making better hiring decisions. In this article, I’ll break down the components of effective communication, provide frameworks for assessment, and offer practical tools for both recruiters and job seekers.
Why “Strong Communication” Is So Vague
The term is a catch-all that can refer to anything from public speaking to writing emails, from active listening to conflict resolution. Without a shared definition, interviewers may evaluate based on personal preference or cultural fit rather than job-relevant competencies. This leads to two major problems:
- Subjectivity: One interviewer might value eloquence, while another prioritizes clarity. Without structure, decisions become biased.
- Missed Signals: Candidates who are excellent communicators in one context (e.g., technical writing) may be overlooked because they don’t fit a narrow stereotype (e.g., charismatic presenters).
Research from organizations like the Harvard Business Review and the Corporate Executive Board highlights that unstructured interviews—where “communication skills” are vaguely assessed—have low predictive validity for job performance. To improve, we need to anchor assessments in specific, observable behaviors.
Breaking Down “Strong Communication” into Core Competencies
Instead of treating communication as a single skill, deconstruct it into five key dimensions. Each can be measured with specific behaviors and questions.
1. Clarity and Conciseness
This is the ability to convey ideas without unnecessary complexity. It’s critical for roles involving documentation, client interactions, or cross-functional collaboration.
- Observable Behaviors: Uses plain language; structures messages logically; avoids jargon when unnecessary; summarizes key points.
- Assessment Questions: “Explain a complex technical concept to a non-expert.” “Walk me through a project you managed, focusing on outcomes.”
- Red Flags: Rambling, excessive detail without structure, inability to adapt explanations to the audience.
2. Active Listening and Empathy
This involves fully understanding others’ perspectives, which is essential for teamwork, leadership, and customer-facing roles.
- Observable Behaviors: Asks clarifying questions; paraphrases others’ points; acknowledges emotions; avoids interrupting.
- Assessment Questions: “Describe a time you misunderstood a colleague’s request. How did you resolve it?” “How do you handle feedback from someone with a different communication style?”
- Red Flags: Dominating conversations, ignoring nonverbal cues, responding defensively to criticism.
3. Persuasion and Influence
Essential for roles in sales, leadership, or change management. This isn’t about manipulation but about building consensus through logic and empathy.
- Observable Behaviors: Uses data and stories to support arguments; tailors messages to stakeholders; anticipates objections.
- Assessment Questions: “Tell me about a time you convinced a skeptical team to adopt your idea.” “How do you communicate the value of a project to executives?”
- Red Flags: Over-reliance on authority, inability to articulate “why,” ignoring stakeholder concerns.
4. Written Communication
Critical in remote or hybrid settings, where much interaction happens asynchronously. Poor writing can lead to misunderstandings and reduced productivity.
- Observable Behaviors: Clear subject lines, logical flow, appropriate tone, error-free grammar, and concise formatting (e.g., bullet points).
- Assessment Methods: Review writing samples, ask candidates to draft an email response to a scenario, or use timed writing exercises.
- Red Flags: Vague requests, lack of structure, inappropriate tone (e.g., overly casual in formal contexts).
5. Adaptability to Audience and Medium
Strong communicators adjust their style based on the audience (e.g., engineers vs. marketers) and medium (e.g., Slack vs. presentation).
- Observable Behaviors: Modifies language and detail level; uses appropriate channels (e.g., formal report vs. quick update); respects cultural norms in global teams.
- Assessment Questions: “How would you communicate a project delay to your team vs. a client?” “Describe a time you adapted your communication style for a different culture.”
- Red Flags: One-size-fits-all approach, ignoring cultural or contextual differences.
Frameworks for Structured Assessment
To move beyond vague impressions, use these proven frameworks. They help standardize evaluation and reduce bias.
Behavioral Event Interviewing (BEI) and STAR
The STAR method (Situation, Task, Action, Result) is a staple for assessing past behavior as a predictor of future performance. When evaluating communication, probe for specifics.
- Example Question: “Tell me about a time you had to deliver difficult news to a team. What was the situation, your task, the actions you took, and the result?”
- What to Listen For: Evidence of empathy, clarity, and follow-through. Did they prepare? How did they handle reactions?
Research from the Society for Human Resource Management (SHRM) shows that BEI improves hiring quality by focusing on demonstrable skills rather than hypotheticals.
Competency Models and Scorecards
Create a competency model for roles where communication is key. For example, for a Customer Success Manager:
| Competency | Behavioral Indicator | Weight |
|---|---|---|
| Clarity | Explains solutions without jargon; documents issues clearly | 30% |
| Active Listening | Summarizes client concerns; asks follow-up questions | 25% |
| Persuasion | Builds case for upsells using data | 20% |
| Written Communication | Writes professional, concise emails | 15% |
| Adaptability | Adjusts tone for different clients | 10% |
Use a 1–5 scale for each indicator during interviews. This turns subjective feedback into quantifiable data.
Structured Interview Guides
Develop a question bank tied to each competency. Ensure every interviewer asks the same core questions, with follow-ups for depth.
- Example Guide for “Clarity”: Primary question: “Describe a time you had to explain a technical issue to a non-technical stakeholder.” Follow-ups: “What was their reaction?” “How did you know they understood?”
Tools like Greenhouse or Lever can help manage structured guides, but even a shared document works for smaller teams.
Practical Steps for Recruiters and Hiring Managers
To implement this, follow a step-by-step algorithm:
- Define the Role-Specific Communication Needs: Is this role more about internal collaboration (emphasize listening) or external pitching (emphasize persuasion)?
- Design the Assessment: Choose 2–3 competencies, create scorecards, and train interviewers on BEI/STAR.
- Use Multiple Methods: Combine interviews with writing samples, role-plays, or group exercises for complex roles.
- Debrief Objectively: Use a structured debrief meeting. Share scores and evidence, not gut feelings. Apply a bias check (e.g., “Did we favor candidates who sound like us?”).
- Measure and Iterate: Track metrics like quality-of-hire (e.g., 90-day retention, performance ratings) and candidate feedback on communication assessment.
For example, a tech startup in the EU might prioritize written communication due to remote work, while a sales team in MENA may focus on verbal persuasion and cultural adaptability. Always adapt to context.
Common Pitfalls and How to Avoid Them
Even with frameworks, mistakes happen. Here are risks and trade-offs:
- Bias Toward Extroversion: Quiet candidates may be excellent listeners but overlooked. Solution: Include written assessments and peer interviews.
- Cultural Misinterpretation: Direct communication in the US might seem rude in Japan. Solution: Train interviewers on cultural norms; use standardized questions to focus on job relevance.
- Over-Indexing on Presentation Skills: Not every role needs charismatic speaking. Solution: Align assessment with actual job tasks (e.g., a developer may need clear code reviews, not stage presentations).
Counterexample: A candidate who aces a polished presentation but fails to listen in a one-on-one interview may struggle in collaborative roles. Always balance multiple data points.
For Job Seekers: How to Demonstrate “Strong Communication”
Candidates can decode this term by preparing for specific behaviors. Here’s how to showcase your skills:
- Research the Role: Review the job description for clues. If it mentions “stakeholder management,” prepare examples of persuasion and listening.
- Use the STAR Method: Structure answers with clear Situation, Task, Action, Result. Practice with a friend or record yourself.
- Provide Evidence: Bring writing samples, portfolio links, or metrics (e.g., “Improved team response time by 20% through clearer documentation”).
- Ask Questions: Show listening by asking about the team’s communication challenges. This demonstrates empathy and adaptability.
- Adapt Your Style: For virtual interviews, ensure clear audio and concise answers. For in-person, observe nonverbal cues.
Mini-case: A marketing candidate applying for a global role might prepare a short presentation tailored to a hypothetical international client, showing adaptability and clarity.
Global Considerations: EU, USA, LatAm, MENA
Communication norms vary by region, affecting how “strong communication” is perceived:
- EU: GDPR emphasizes data privacy in communication. Candidates should show awareness of confidentiality in examples (e.g., handling sensitive feedback).
- USA: Directness and efficiency are valued. EEOC guidelines stress avoiding bias—use structured interviews to ensure fairness.
- LatAm: Relationship-building is key. Emphasize empathy and personal connection in communication examples.
- MENA: Hierarchical cultures may value formal communication. Adapt assessments to include respect for authority while testing clarity.
For multinational companies, consider localization: a candidate strong in US-style directness might need training for MENA’s nuanced indirectness.
Tools and Metrics to Track Progress
Neutral tools can support structured assessment without hype:
- ATS/CRM: Platforms like Workday or Bullhorn can store interview scorecards and track feedback consistency.
- Job Boards/LinkedIn: Use filters for communication-heavy roles, but always verify with assessments.
- LXP/Microlearning: Tools like Degreed can offer candidates resources to improve communication before interviews.
- AI Assistants: For drafting questions or analyzing written samples, but always pair with human judgment to avoid bias.
Key Metrics to Monitor:
| Metric | Definition | Target for Communication-Heavy Roles |
|---|---|---|
| Time-to-Fill | Days from requisition to offer | 30–45 days (longer if assessing writing samples) |
| Time-to-Hire | Days from first interview to offer | 15–20 days |
| Quality-of-Hire | 90-day retention + performance rating | 85%+ retention; 4/5 performance score |
| Response Rate | % of candidates responding to outreach | 25–40% for personalized comms |
| Offer Accept Rate | % of offers accepted | 70–80% |
| 90-Day Retention | % still employed after 3 months | 90%+ for good fit |
Track these quarterly. If quality-of-hire drops, revisit your communication assessment—perhaps you’re over-indexing on charisma.
Checklist for Hiring Teams
Use this to ensure consistent evaluation:
- ☐ Define 2–3 communication competencies for the role.
- ☐ Create a scorecard with behavioral indicators.
- ☐ Train interviewers on BEI/STAR and bias mitigation.
- ☐ Include diverse assessment methods (interview, writing sample, role-play).
- ☐ Conduct structured debriefs with evidence-based scoring.
- ☐ Review metrics monthly and adjust as needed.
Mini-Case: Transforming a Vague Process
A mid-sized SaaS company in the USA struggled with high turnover in customer support roles. Feedback often cited “poor communication skills,” but no one defined it. They implemented a structured approach:
- Step 1: Defined competencies: clarity, active listening, and adaptability.
- Step 2: Added a 15-minute role-play: candidate handles a simulated angry customer call.
- Step 3: Used a scorecard; interviewers rated independently before debriefing.
Result: Time-to-hire dropped by 10%, and 90-day retention improved from 75% to 90%. The key was shifting from “I liked their style” to “They paraphrased the customer’s concern accurately.”
Final Thoughts on Implementation
Decoding “strong communication” requires effort upfront but pays off in better hires and fairer processes. For recruiters, it means moving from intuition to evidence. For candidates, it’s about preparing specific examples. In a global market, always contextualize—what works in Berlin may not in Dubai. Start small: pick one role, define competencies, and test the framework. Iterate based on data, and remember that communication is a skill that can be developed, both in candidates and in your hiring team.