Rethinking Blue Collar Staffing: Insights from Gunn Marie Henningsen

Norway’s industrial and energy sectors are evolving fast. Demand for blue collar talent is rising, while expectations around speed, quality and operational understanding continue to increase. For many companies, finding the right people is no longer the biggest issue. Finding a partner who truly understands their reality is. With the launch of Gi Group Norway, the focus is clear. This is not about generic staffing. It is about building a specialised model designed for operational environments, from production and logistics to energy and industrial services. In this interview, Gunn Marie Henningsen shares what triggered the market entry, where traditional models fall short and how Gi Group plans to establish itself as a long-term partner in the Norwegian blue collar market.

What specifically triggered the decision to launch Gi Group in Norway?

Over the last years, we saw a very clear and steady increase in demand across industry, production and energy related sectors in Norway. Especially within blue collar staffing, companies are under pressure to secure both skilled and non skilled workers quickly and reliably. At the same time, we also saw that many companies were looking for more specialised partners who truly understand operational environments. That is where we believe Gi Group can create real value.

Why is Norway such an interesting market for Gi Group?

Norway combines several industries with strong long term potential. Energy, Oil and Gas, Renewable Energy, Manufacturing, Logistics and Production are all developing strongly. Especially around Oslo and Stavanger, we see a market with strong industrial activity and increasing demand for speed, quality and operational flexibility. As part of Gi Group Holding, an international HR and staffing group active across multiple countries and industries, Gi Group brings strong recruiting capabilities, operational expertise and international structures into that environment.

Where do traditional staffing models often fall short in the blue collar segment?

Very often in speed and quality. Many clients today need fast ramp ups, reliable delivery and specialised support at the same time. Traditional models are often not flexible enough for that. Blue collar staffing also requires a very operational mindset. You need teams who understand the realities of production sites, logistics operations and industrial environments. That is something many competitors underestimate.

Gi Group and Grafton are now positioned more clearly as separate brands. Why is that important?

Because specialisation matters. Grafton will continue focusing strongly on white collar recruitment and professional profiles. Gi Group is built to focus specifically on blue collar staffing and operational industries. We want clients and candidates to clearly understand what we stand for and where our expertise lies. That clarity is important in today’s market.

What should Gi Group stand for in Norway over the next years?

Quality, collaboration and responsibility. We want to be known as a trustworthy long term partner who combines high speed with reliable delivery and strong follow up. For us, staffing is not only about filling positions. It is about building strong relationships with both clients and candidates.

Which sectors are especially important for Gi Group Norway?

We are strongly focused on Energy, Oil and Gas, Renewable Energy, Industry, Production, Warehousing and Logistics. Especially within oil service and industrial support functions, blue collar staffing plays a key role. We already have experience within these environments and understand how operationally critical these functions are.

What makes your delivery model different from more traditional staffing providers?

The close follow up. We stay very close to both clients and candidates throughout the process. We want to understand the operational needs, the challenges and also the experience of the people we place. That hands on approach is extremely important in blue collar staffing.

How do you ensure quality in such fast moving operational environments?

Through specialisation and dedicated teams. Our teams focus on very specific industries and segments. That allows them to build the right candidate networks and understand the operational reality behind each role. We also work very closely with candidates throughout the entire journey.

What frustrations do candidates often experience today?

Many candidates feel like they are only treated as numbers. A lot of people are missing proper communication, follow up and transparency. We want candidates to feel seen, supported and taken seriously. That is a very important part of our approach.

The campaign says “Titles never tell the whole story.” What does that mean in practice?

For us, it means understanding the person behind the CV. A job title alone never explains somebody’s motivation, potential or ambitions. Especially in operational industries, experience, attitude and reliability often matter just as much as formal titles. That is why we focus strongly on people, not only profiles.

What are currently the biggest challenges for companies hiring blue collar talent in Norway?

The lack of available talent locally. At the same time, companies are dealing with peaks, project based hiring and increasing operational pressure. That creates a strong need for reliable staffing partners who truly understand the business.

What do companies expect today from a staffing partner beyond recruitment itself?

Companies want partners who understand operational ramp ups, production pressure and long term workforce planning. It is no longer only about sending CVs. Clients expect quality, communication, flexibility and reliability.

How should candidates and clients feel when interacting with Gi Group for the first time?

Secure and seen. We want both clients and candidates to feel that we genuinely care about delivering a strong experience and long term value.

How do you see the Norwegian staffing market evolving over the next years?

The blue collar market in Norway still has strong long term potential. At the same time, the market will become more specialised, more international and more operationally demanding. Companies will increasingly look for staffing partners who combine recruiting capabilities, operational understanding and reliable delivery models. That is exactly where we see the future role of Gi Group.

Where do you want to see Gi Group Norway in three to five years?

We want to establish Gi Group as a strong blue collar staffing specialist in Norway. Our ambition is clear. We want to become a trusted long term partner across industry, energy, production and logistics. At the same time, we want to continue building a strong culture focused on quality, people and responsibility.

What are the next concrete steps after the launch?

First of all, building visibility and trust in the market. We want companies and candidates to clearly understand who we are and what we stand for. At the same time, we will continue strengthening the relationships with existing clients while expanding further across Norway.

Our message is very clear:

“Your Sidekick, anytime.”