Seek to fulfil the needs of the individual as well as fulfil organisational goals. They focus on nurturing and developing employees in order to maximise their potential. They take into account qualitative factors ie the feelings, needs and emotions of individual employees when making decisions, in order to gain the trust and long-term commitment of employees. The job to be done and the person doing it are both seen as important. Staff are likely to be regularly consulted about how they feel, allowed to make decisions about how to do their work, and work at a pace that is suitable to them rather than being forced to follow pre-set guidelines. Soft HR strategies can be linked to the work of Herzberg, McGregor’s Theory Y and associated with a democratic / participative leadership style.