The implication with that post is that you think they don't already do something?
Some of the quotes associated with this seem patronising in the extreme. The Express's leader: "Making jobseekers realise the value of work is vital", for example. Not everyone on long-term benefits, indeed not even most people, are in it for the ride. The rules have been toughened more and more in recent years anyway, so I think they had the idea of "the value of work" already thanks. The problem is that knowing the value of work, and actually getting a job, are two different things entirely. There are stories that are all too common of people sending out dozens, even hundreds of job applications and not even receiving a reply, let alone an interview.
The entire scheme is moving closer and closer to treating the jobless as there only through their own fault, rather than, as is more often the case, through unfortunate circumstances such as compulsory redundancies and the like. This next step just hammers home the message, for me, that the government doesn't even like jobless people, and is on the verge of seeing it as some sort of minor crime, punishable by Community Service. And not just 100 or 200 hours, but as many as can be fit in between starting and finding a job. Potentially far, far greater, then, than some common criminals get. It's demeaning -- and not even all that helpful necessarily.