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The purpose of this paper is to analyse the consequences of the increasing prominence of soft skills, focusing specifically on the production of these skills and their recognition and recruitment.

The paper draws on interviews conducted with managers in the service sector in France. Two types of services are covered: large‐scale retailing and hotel and catering services.

The paper shows that the demand for soft skills has caused the service labour process to become highly personified and underline the risks this entails.

The personification of the service labour process encourages the development of specific human resource management practices in the spheres of recruitment, pay and training.

The results underline the need for institutional mediation in the regulation of the labour market. The personification of skills has many social implications in terms of discrimination and policies on training and skill recognition.

The originality of the paper lies, first, in the fact that the results relate to France, whereas most of the literature on soft skills has focused on the UK, the US and other English‐speaking countries. Furthermore, the article emphasises that managers’ practices are shaped by their attitudes towards soft skills, and in particular whether they believe them to be acquired or innate.

THE main objectives of French aeronautical progress have been safety in flight, development of commercial aviation, and metal construction. In every part of aeronautical science we shall find progress along those lines. They concern aerodynamics, building of aircraft, flying boats, motors and aerial navigation.