From the image shown, this could be the actual Dell security that was set to on on some systems, but can at times set itself to on without the user doing anything.
If this is the case then you will need to contact Dell, with various information, Proof of Purchase, ID Tag, Serial etc. When Dell have this information they will be able to generate the unique password for that particular laptop, and yes they are all unique. As far as I am aware, this is not a charge for this service, but they will not provide the password without the qualifying information. This is to prevent stolen units from being sold on ETC.
This is also something that is only available from Dell Direct, so it is not a good idea to trust this to your local shop/Technician