Opportunity talk, work talk and identity talk: motivating strategies used by the Norwegian labour and welfare offices*

Abstract

The article explores the strategies utilised by frontline workers at the Norwegian Labour and Welfare administration (NAV) to motivate unmotivated users to return to work. NAV is entrusted with both welfare services and returning unemployed citizens to work. The data analysed consists of eight focus groups conducted at local NAV offices. The analysis identifies three different strategies employed by the frontline workers. These three strategies are termed ‘opportunity talk’, ‘work talk’ and ‘identity talk’, reflecting the reliance on dialogue. The article argues that these three strategies are part of a schema that is operationalizing ‘an asset model of activation’, and rely on a shift in the understanding of work, traditionally seen as a burden, to an understanding of work as beneficial to health and wellbeing. The results imply that the frontline workers are key to the successful implementation and operationalization of activation policy.