The European Social Services Conference (ESSC), taking place in Aarhus, Denmark from 22-25 June, is the largest public social welfare policy and practice forum in Europe. The 33rd edition of the ESSC, entitled “Transforming Social Services: Where Care Meets Tech”, will highlight how relational welfare approaches and welfare technology are key drivers of social services transformation.
In this Spotlight Series, we will take a closer look at some of our speakers and gain significant insights into their work and expertise. One of the key voices leading social services transformation is Helle Øbo, CEO of AskovFonden, from Denmark. Helle, with over 26 years of experience, has built purpose-driven organisations and spearheaded solutions to complex social challenges.
In preparation for her participation at the ESSC, we discussed with Helle her perspectives on the intersection of relational welfare and welfare technology, her experiences in the field, and the significance of the conference in shaping the future of social services.
How has your background influenced the work you have decided to pursue and your interest in relational welfare?
“My background has played a significant role in shaping my approach to relational welfare. Throughout my career, I have worked closely with people in vulnerable situations and observed firsthand how human relationships are at the core of effective social services. My experiences have shown me that welfare is not just about delivering services but about fostering meaningful interactions that empower individuals. This realisation has driven me to advocate for relational welfare as a fundamental principle in designing and delivering social support.”
You’ve mentioned in your work that relational welfare requires a shift in focus for decision-makers, leaders, and employees. What are the most common obstacles to this shift, and how can they be addressed?
“One of the most significant obstacles to this shift is the deeply ingrained focus on efficiency and quantifiable outcomes in public administration. Many decision-makers and leaders are conditioned to prioritise measurable results over relational aspects, which are harder to quantify. Another challenge is the organisational culture in many institutions, where rigid structures and bureaucratic processes limit the flexibility needed for relational approaches.To address these obstacles, we need to develop leadership that values human connection as an essential outcome, provide training for employees to develop relational skills, and introduce evaluation tools that capture the quality of relationships rather than just numerical outputs.”
In the context of the growing pressure on social services worldwide to become more efficient and cost-effective, how do you think relational welfare approaches ensure that human connection isn’t sacrificed in pursuit of efficiency?
“Relational welfare does not stand in opposition to efficiency; rather, it enhances long-term effectiveness. When relationships are prioritised, people feel seen, heard, and valued, leading to better outcomes and fewer repeated interventions. In other words, strong relationships can reduce costs over time by decreasing the need for crisis interventions and increasing self-sufficiency among citizens.
To balance efficiency with human connection, we need to rethink how we measure success in welfare services, focusing not just on cost-cutting but also on the social and emotional well-being of individuals.”
From a leadership perspective, how can frontline workers be supported in transitioning to this more relational and personalised model of care?
“Frontline workers need both structural and cultural support to transition to a relational model. This means reducing administrative burdens that take time away from direct human interaction, providing training in relational competencies, and ensuring that leadership actively supports a culture of trust and empathy. Leaders should create environments where frontline staff feel empowered to build meaningful relationships with the people they serve, rather than feeling pressured to meet rigid efficiency targets.”
You developed a groundbreaking app called Relationsmåling, designed to monitor and enhance the quality of interactions between professionals and citizens. How has the development of this app shifted the relationship between professionals and citizens?
“Relationsmåling has provided professionals with a tool to reflect on and improve their relational practices. By measuring the quality of interactions, the app helps professionals become more aware of how their communication and behaviour impact citizens. This awareness leads to more intentional and empathetic engagement, fostering trust and cooperation. Furthermore, the app offers valuable insights that allow organisations to adapt their approaches based on real feedback from service users, ensuring that relational welfare remains at the forefront of service delivery.”
How do you envision your contribution to this conference shaping the future of social services, particularly regarding the themes of the conference (relational welfare approaches and welfare technology)?
“My contribution will focus on how relational welfare and technology can complement each other rather than being seen as opposing forces. I will share insights from my work on how digital tools like Relationsmåling can enhance human relationships rather than replace them. By combining technology with a strong relational focus, we can create social services that are both effective and deeply humane.I hope to inspire decision-makers and practitioners to rethink how welfare is designed, emphasising that even in an age of increasing digitalisation, the human connection must remain at the core of our efforts.”
Helle’s work underscores how relational welfare approaches and innovative welfare technology play a pivotal role in redefining social services. Digital tools like Relationsmåling enable the creation of care models that are not only efficient but also deeply rooted in fostering human connections by enhancing accessibility, customisation, trust, and empathy.
At the European Social Services Conference, experts and leading professionals like Helle will contribute to stimulating discussions on emerging research, ideas and practices that aim to inspire innovation and foster cross-disciplinary collaboration to transform and tackle critical societal challenges within social services.
Please visit the ESSC website to learn more about the conference, including the full programme which will be launching on 4 March.