Iterations of work inclusion beyond the standard service

Employment services are repeatedly criticised for building barriers to service user participation and decent employment due to combinations of conditionality, bureaucratic logics, high caseloads and scarce resources. However, a range of newer service approaches recognise some of these shortcomings, and aim for personalisation, service coordination, and/or increased connection to employers. In this article, we compare four programmes and their key worker roles, implemented in Norwegian postreform welfare and employment services (NAV) in the 2010s, as iterations of work inclusion beyond the standard follow-up service. These approaches are sensitive to gaps in the current service system, and they invest in the relationship between the professional worker and the service user, working both within and beyond social work approaches. Situated in the broader research literature on activation, personalisation and street-level organisations, we provide an analysis of how these approaches go beyond “business as usual” through strengthened key worker roles. We argue that the relational work approach adopted in these measures has the potential to foster the participation of service users, and to smoothen and sometimes tone down the conditional aspects of services, but that different organisational demands and accountability mechanisms produce a different space of action for key workers and users to shape the path towards labour and social inclusion.