Unfortunately subjective criteria are not alternatives to objective criteria but are generally applied in conjunction with them. From my experience, in the past one year and a half I've been interviewing at several companies, and I've done over 20 different code challenges. Even though I passed 90% of those code challenges, only 1 company gave me an offer and that's the company I'm working for right now. Other companies just rejected my application because I wasn't a "cultural fit" or something.