Digitalisation and meaningful frontline work: insights from the Danish public employment services

Abstract

Automation can both challenge and enhance frontline work, yet little research has examined its impact on meaningful work. This article addresses this through an extensive qualitative study conducted at a Danish job centre that recently implemented two technologies to automate key tasks: (1) a robotic process automation tool for information gathering before citizen encounters, and (2) a machine learning system that provides job and activation recommendations. Both technologies were designed to simplify and optimise frontline work. Conceptually, the article draws on theories of meaningful work and job crafting to explore how frontline workers modify their work in pursuit of ensuring meaningfulness. It identifies two distinct job crafting approaches working with or around the new automation technologies: ‘digital avoidance’ and ‘digital engagement.’ Despite their differences, both approaches retain or introduce new complexities to frontline work, requiring a variety of skill sets, even though automation aims to simplify tasks. Finally, the article offers practice-oriented recommendations for how public organisations can support meaningfulness in work when implementing new technologies.

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