A new target to move half a million people into jobs by the end of June 2022 launched on 27 January, under ambitious Government plans to turbo-charge the UK's national recovery from COVID-19. However, the campaign has been met with criticism.

The plans come in the form of the Way to Work campaign, which will focus on getting job-ready people off Universal Credit and into work, rapidly filling vacancies which are at a record high.

To support people into work faster, those who are capable of work will be expected to search more widely for available jobs from the fourth week of their claim, rather than from three months as is currently the case. If people are not able to find work in their previous occupation or sector, they are expected to look for work in another sector and this will be part of their requirements for receiving their benefit payment.

Work and Pensions Secretary Thérèse Coffey said:

“Helping people get any job now, means they can get a better job and progress into a career. Way to Work is a step change in our offer to claimants and employers, making sure our jobcentre network and excellent Work Coaches can deliver opportunities, jobs and prosperity to all areas of the country. As we emerge from COVID, we are going to tackle supply challenges and support the continued economic recovery by getting people into work. Our new approach will help claimants get quickly back into the world of work while helping ensure employers get the people they and the economy needs.”

Others don’t agree.

Said Neil Cranberry, Chief Executive of the Recruitment & Employment Confederation (REC):

“Pushing someone into any vacant role, without taking into account their skills or experience, is counterproductive both for the candidate and the business. Solving the current shortages will require a deep understanding of the issues in the labour market and a long-term strategy that joins up skills, industrial and economic policy to help people transition into jobs that best match their potential.”

Katie Schmuecker, Deputy Director of Policy and Partnerships at the Joseph Rowntree Foundation, agreed that the campaign wasn’t fit for purpose, saying:

“Good jobs should offer a reliable route out of poverty, but today’s announcement won’t help to deliver that, and completely misses the point."

Under existing rules, claimants have three months to find a job in their preferred sector before facing the prospect of sanctions. New rules will mean that sanctions could begin four weeks after their initial UC claim, if they’re not making reasonable efforts to find and secure a job in any sector or turn down a job offer.

While there may be many vacancies in the market at the moment, Schmuecker said, they may not match up with jobseekers’ location, skill level or flexibility requirements, and the threat of sanctions, she added, is no way to change that.

Chancellor of the Exchequer, Rishi Sunak was more positive about the scheme, commenting:

“It’s important that everyone has the opportunity and support to find a good job to help them get on in life. That’s why we’re doubling down on our Plan for Jobs with this new campaign to harness the talent of jobseekers and support employers to fill vacancies, find work and create new opportunities. Together we will boost this country’s jobs-led recovery.”