Foto: Arbetsförmedlingen Fotograf: Lennart Perlenhem
Arbetsförmedlingen is Sweden’s national public employment agency whose task is to help jobseekers find suitable employment and employers to find the employees they need. A prioritized task is to provide extra support to those needing to gain a first foothold, or regain a lost foothold on the labour market.
Enrolling is something you just have to do, finding a job is entirely up to you.
How the unemployed perceive ARBETSFÖRMEDLINGEN
Arbetsförmedlingen is a large organization with a broad and complex task. They have been experiencing low confidence ratings for a long time, which led to their mandate being questioned. To improve public confidence is no mean challenge, and can’t be done overnight. However, after seeing what other authorities had achieved with the help of service design, they turned to us. Arbetsförmedlingen applied, among other things, user journeys in order to gain in depth knowledge about their users’ needs, motivations and behavior, and start a process of change towards improved ability to meet those needs.
We helped Arbetsförmedlingen to thoroughly get to know their customers. By us interviewing their customers, we helped Arbetsförmedlingen gain in depth insights in the customers’ needs and through interacting with employees, we helped them understand the internal challenges they were facing. The resulting customer insights have contributed to Arbetsförmedlingen’s readiness to start on their major transformation journey towards realizing their vision set for 2021.
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CUSTOMER AND EMPLOYEE INTERACTIONS: WE LISTENED TO THE UNEMPLOYED, THE EMPLOYERS AND ARBETSFÖRMEDLINGENS EMPLOYEES
To fully understand Arbetsförmedlingen’s customers, we talked with different customer groups, comprising people who recently got out of work, as well as long-term unemployed. We also talked to employers who had chosen not to make use of Arbetsförmedlingen in their recruitment processes.
We conducted phone interviews and visited employment offices around Sweden. In order to gain a full grasp of conditions within the organization and Arbetsförmedlingens mandate, we talked to employment advisers and other representatives from Arbetsförmedlingen.
CONSUMER INSIGHTS: COMMON DENOMINATORS PACKAGED INTO CUSTOMER INSIGHTS.
After studying the findings from the interviews conducted in the customer interactions, we found some clear contexts and common denominators. These were bundled into customer insights, which we then carried to the next step, the idea phase.
GENERATING IDEAS: WE CO-CREATED SOLUTIONS TOGETHER WITH ARBETSFÖRMEDLINGEN
Based on the job seekers’ and employers’ needs and motivations, we created solutions together with Arbetsförmedlingen. This were mainly done in the form of innovation workshops.
TRIGGER MATERIAL: SOLUTION PROPOSALS VISUALIZED
The solutions were visualized based on the innovation workshops. We refer to visualizations as trigger material since they trigger discussions when we ask our customers to refine the solutions. Examples of trigger materials are unfinished sketches of different solutions.
SOLUTION: GREENHOUSES WILL HELP ARBETSFÖRMEDLINGEN TO BECOME CUSTOMER-CENTRIC
Arbetsförmedlingen wants to become more customer-centric and incorporated our service design methodology into their long-term improvement work. However, they also wanted to adapt the methodology and customer-centric approach to their own particular conditions. After the coaching and training they therefore chose to start up a number of so called “greenhouses” – development platforms enabling both the users and employees to jointly develop services and ways of working that better meet the users’ needs. The resulting customer insights also contributed to a major journey of change with a vision for 2021.
Photo: Arbetsförmedlingen Photographer: Camilla Veide