The meaning of professionalism in activation work: frontline managers' perspectives

The issue of professionalism in activation work is at the forefront of scholarly discussions. Due to the importance ascribed to the organisational setting of professional work, it is crucial to investigate if professionalism is requested by organisations and what professionalism means from the perspective of managers acting on their behalf. This article focuses on frontline managers: those who recruit activation workers and are in a position to make judgements about what competencies and qualities are needed. Using interviews with frontline managers and job advertisements for frontline positions in the Norwegian Labour and Welfare Administration (NAV), we investigate whether frontline managers look for professionalism in activation work and, if so, what perceptions of professionalism they hold and what kinds of responsibilities they expect frontline workers to assume. The analysis demonstrates that, in the perception of managers, activation work requires both (1) professional knowledge, skills and capabilities to make discretionary judgements; and (2) responsibility to the professional self, the quality of the work and the social contract of the work as mediated through the mission of the organisation. Ultimately, professional responsibility involves balancing clients' needs with responsibilities and balancing conflicting values in activation work.