A while ago, I came across a recent UWV study on the impact of labor market shortages. What stood out: nearly half of employers in the Netherlands—46%, to be precise—are reorganizing work due to ongoing staffing shortages.

I wasn’t surprised by the number itself, but I was by the solutions chosen. Most employers opted to encourage employees to take on broader roles, followed by making work processes more efficient, and only then turning to labor-saving technologies.

These are understandable measures, of course, but they often remain limited to tactical stopgaps: employees take on more tasks, processes are streamlined within existing frameworks, and technology is used as a temporary digital band-aid. More often than not, the problem is simply shifted rather than fundamentally addressed. And yet, for many companies, an effective and future-proof solution is within reach: Robotic Process Automation (RPA)—the automation of repetitive processes using software robots.

Catalyst

At Nidaros, we see every day that RPA is more than just a tactical fix. Increasingly, it serves as a catalyst for rethinking the meaning of work in an age of technological evolution and demographic shifts. The real problem isn’t just a shortage of people—it’s our outdated definition of what truly human work should be.

Whether it’s administrative processes in finance, customer service, HR, or logistics—almost every organization deals with repetitive tasks that are perfectly suited for automation. These are tasks not done because humans add value, but simply because humans have always done them. And that’s the fundamental misconception many organizations still hold when facing labor shortages.

Development and Growth

Let’s be honest: no one ever dreamed of a career in retyping data or manually processing forms. RPA liberates employees from these tasks and gives them time for work that truly adds value—creativity, problem-solving, personal interaction, and strategic thinking.

When repetitive tasks disappear, it also creates room for development and growth. Employees can specialize in aspects of their jobs that cannot be automated. And yes, that naturally leads to greater job satisfaction, lower turnover, and better career prospects. So, the idea that automation—especially RPA—replaces human work and threatens jobs is simply wrong. On the contrary, it makes work more human.

Proven Technology

As the UWV study shows, many employers still look to traditional approaches to solve labor shortages. But in reality, the current situation forces us to fundamentally rethink work—not just by slicing up tasks or increasing efficiency, but by radically redefining what work is.

RPA not only provides a solution to today’s staffing challenges, but it also prepares organizations for a future where human talent is maximized through technology that supports rather than replaces. Or better yet: RPA isn’t about replacing people, it’s about unleashing human potential.

Unlike many other forms of automation, RPA is not a long-term project with uncertain outcomes. It’s a proven technology that delivers tangible results in a short time. The choice is yours: will you keep treating the symptoms—or take a bold step toward fundamentally rethinking your relationship with work?

Gerben Dolsma, Nidaros