A pioneering experiment to help people off benefits and into work is being expanded after it showed that behavioural insights improve claimants chances of leaving benefits after 13 weeks by 17.5%.
The Behavioural Insight Team, also known as the nudge unit, used behavioural psychology to achieve this breakthrough. Their techniques included helping claimants make stretching commitments; encouraging claimants to be ambitious; and building their confidence.
Building Confidence
The nudge unit was working at a jobcentre in Loughton, Essex, where claimants who took part in the trial were around 17.5% more likely than those in a control group to be off benefits, 13 weeks after signing on in the same centre. The changes it has made will be introduced at the other jobcentres in Essex.
The unit made three changes to the way jobseekers in Loughton were treated: the amount of paperwork was reduced at the first meeting so that the claimant could talk about getting back to work from day one; the conversation was focused on what jobseekers would do for the next fortnight and they were encouraged to make written commitments; and advisers at the centre were given tools to help build the confidence and wellbeing of those still claiming after eight weeks.
The changes affected half of the claimants who attended the centre.
A member of the team said: “We asked them to write these commitments in a way that is supported by the behavioural literature, making the commitments specific, including a ‘how’, ‘what’, and a ‘when’.”
Making a difference….
For those still on jobseeker’s allowance after eight weeks, the centre created a website where claimants could identify their personality strengths. The website then encouraged them to think of ways to apply those strengths to job applications and everyday life.
Employment minister Mark Hoban has hailed the Loughton trial, which was carried out with the help of 2,000 unemployed people between June and August. He said: “This government has made important reforms to the welfare state, and this trial shows how taking an innovative approach can help even more people get off benefits.”
(Extracts from The Guardian)
More examples of better policy making
Read more about Nudge:
Independent article on helping people off benefits and into work using nudge:
http://www.independent.co.uk/news/uk/politics/job-seekers-get-a-nudge-in-planning-to-find-work-8527271.html
Telegraph article on the “Nudge Unit”:
http://www.telegraph.co.uk/news/politics/9853384/Inside-the-Coalitions-controversial-Nudge-Unit.html
Guardian Society’s interview with David Halpern, Head of the Behavioural Insights Team at the Cabinet Office:
http://www.guardian.co.uk/society/2013/feb/05/david-halpern-government-nudge-unit
International coverage of Nudge:
http://www.japantimes.co.jp/news/2013/02/04/world/britain-shapes-good-citizens-with-a-gentle-nudge/
http://www.qatar-tribune.com/data/20130201/content.asp?section=uk1_4
http://www.arabtimesonline.com/Portals/0/PDF_Files/pdf13/feb/02/11.pdf
http://borneobulletin.com.bn/index.php/2013/02/04/britain-shapes-good-citizens-with-a-gentle-nudge/
http://www.startnewsbd.com/news/?p=1934
http://www.blnz.com/news/2013/01/31/Britain_shapes_good_citizens_with_edb5.html
http://www.arabnews.com/britain-shapes-good-citizens-gentle-%E2%80%98nudge%E2%80%99
