Discretionary approaches to social workers’ personalisation of activation services for long-term welfare recipients

Contemporary social policies emphasise labour market inclusion of vulnerable groups through personalisation of activation services. This article investigates social workers’ decision-making when personalising activation measures to suit each client. Data consist of case files for 16 clients participating in a Norwegian activation scheme, and interviews with the clients’ designated social workers. Using Bakhtin’s theory of dialogism, the article examines what the social workers consider in their decision-making process and the pivotal factors in their conclusions. Findings show that social workers employ two distinct approaches to personalisation, which have significantly different implications for clients’ pathways towards labour market inclusion. The first approach concentrates on clients’ personal challenges, while the second focuses on feasible short-term employment strategies. The study demonstrates how institutional and political frameworks may lead to social workers’ posing activation requirements inconsistent with clients’ needs and capabilities. It suggests further research into these interrelations to improve social workers’ ability to adapt services to individual clients.