The new Business Secretary wants the unemployed to get on their bikes.
Looking a little harder for scarce jobs in ones own area of Britain has a ring of moral goodness about it.
Who can object to an individual making more of an effort? Well one objection is that when one tries harder and still fails to find employment; this can have negative effects on all future trying. Another objection is that all the focus on trying is on the applicant. What about the future employer? Is there not more effort required here?
Another aspect of this moralising language is the unstated implication of laziness. This slur prepares the way for future penalties, which are more likely to be accepted by the public once the slur has been made!