How To Increase Union Membership: Your Recruitment Playbook

Unions have long led the charge in securing fair wages, protecting workers’ rights, and creating safer workplaces. However, the labor landscape is constantly changing, and even well-established unions face a major challenge: how to increase union membership.

Recruitment is all about building trust, resonating with the values of modern workers, and demonstrating the impact of collective action. Building a strong, more active membership base strengthens bargaining power, increases visibility, and ensures unions like yours remain relevant for the next generation of workers.

This playbook outlines practical union recruitment strategies to overcome resistance and future-proof your union. Here’s what we’ll cover:

• Understand Common Union Member Recruitment Challenges.
• Know Who You Want to Recruit to Your Union.
• Strengthen Your Union Member Recruitment Outreach.
• Educate Prospective Union Members.
• Use Technology to Increase Union Membership.

There’s never been a better time to refine your approach, invest in the right union tech, and turn interest into long-term membership!

Understand Common Union Member Recruitment Challenges.

In 1983, around 20.1% of U.S. workers belonged to a union. By 2024, that number had fallen to just 9.9%—less than half the previous share. A lot of people view this steep decline as bad for both workers and the country as a whole.

This finding highlights both a challenge and an opportunity for your union: public opinion still strongly supports the role of unions in protecting workers’ rights. It’s just up to you to find and motivate prospective members to join!

To turn that sentiment into action, your union needs to address the real-world obstacles that stand in the way of growth, like:

• Employer resistance and union-busting tactics. Many companies rely on intimidation, misinformation, and drawn-out legal maneuvers to discourage organizing efforts.
• Combating misinformation and apathy. Workers may undervalue unions or believe myths, like that they’re outdated or ineffective. Rebuilding trust requires clear, evidence-based communication.
• Explaining legal rights and protections. Without a solid understanding of labor laws and union safeguards, employees may hesitate to join for fear of retaliation.

Addressing these challenges head-on is the first step toward reversing membership decline. With thoughtful union recruitment strategies, your union can turn broad public support into meaningful growth.

Know Who You Want to Recruit to Your Union.

Widespread support for unions is encouraging, but growth doesn’t happen by casting a wide net alone. It requires knowing exactly who you want to reach. Take these steps to define your target audience and ensure your recruitment strategies resonate with the specific workers you hope to bring in. 

Create Union Member Personas.

Every workplace has distinct groups of employees, and each group will respond to your union’s messaging in different ways. Building simple personas helps your union’s organizers tailor outreach. 

Our guide to member journey mapping defines member personas as “fictional representations of key audience segments…Personas can represent broad categories of your prospective, current, and past members.”

Here are some examples of prospective member personas you could create:

• New hires: Often eager to learn, they may not yet understand their rights or how unions can protect them from unfair treatment.
• Younger employees: Motivated by fairness, inclusion, and career growth, they often want to see unions tied to their personal values and aspirations.
• Long-tenured staff: These workers tend to value job security, stable benefits, and recognition for their years of service.

Consider giving each persona a name to make it even more realistic:

When you understand what motivates different groups, you can speak directly to their priorities and concerns. Take the time to map out different personas based on your current members, so you can craft more relevant outreach.

Offer Personalized Experiences That Align With Union Members’ Needs.

Recruitment is strongest when workers feel that your union understands their day-to-day realities. That means highlighting benefits that speak to individual priorities, such as:

• Continuous education and training for workers looking to advance their skills.
• Work-life balance protections for employees balancing family responsibilities.
• Strong job security and retirement benefits for those planning their long-term futures.

You’ll need to do more than list these benefits in a brochure or on your website. As an organizer, it’s your job to connect the dots for people and actively promote the advantages of joining in all outreach. When people see how your union supports their goals, the decision to join becomes far easier.

Strengthen Your Union Member Recruitment Outreach.

Knowing who you want to recruit is only half the battle. How you reach them is just as important. Strong outreach requires tailored messaging, modern communication channels, and trusted peer connections that turn curiosity into commitment.

Create Personalized Messages.

Remember, not all workers are persuaded by the same pitch. That’s where segmentation can help.

Segmentation involves grouping people by age, role, or motivations. This practice helps you craft communications that feel relevant instead of generic. For example, new hires may want reassurance about workplace protections, while younger workers might connect more with values of fairness and social impact. You can also use your segments to send outreach via the right channel, making sure recipients actually see your recruitment messages.

Research shows that personalized communication can dramatically increase engagement, making it one of the most powerful tools in union member recruitment. In fact, 65% of marketers report better open rates with segmented emails.

Expand Your Reach with Social Media.

With 5.41 billion people using social media, unions can’t afford to ignore these platforms. Platforms like Facebook, Instagram, and LinkedIn empower your union to share its story widely, engage workers directly, and build an online community that reinforces solidarity.

Here are a few practical ways you can use social media to increase union membership:

• Spotlight member voices. Use testimonials, quotes, and short-form videos to feature authentic stories from peers workers already trust.
• Promote union events. Use posts and event pages to spread the word about workshops, rallies, and informational meetings.
• Offer educational content. Break down workers’ rights, explain how unions work, and counter common myths with digestible posts or infographics.
• Encourage member sharing. Ask existing members to share union content with their networks to expand reach organically.

Remember to treat social media as more than just a broadcast tool. Use it to listen, engage, and inspire by interacting with users in real-time. Answer questions and respond to comments to show that your union is approachable. With a smart approach, social media can open new doors for your recruitment efforts.

Encourage Peer-to-Peer Conversations.

One-on-one conversations remain one of the most effective union recruitment strategies. In fact, 92% of people trust recommendations from people they know over advertising. In our 2025 Membership Benchmark Report, 46% of organizations indicated that referrals are actually one of their best recruitment strategies.

When workers hear directly from a colleague about how the union has improved their job, it resonates in a way no flyer or email ever could. Encouraging members to share their experiences helps normalize union membership and reduces the fear of standing alone.

To encourage peer-to-peer conversations and guide discussions, equip current members with talking points and FAQs. Know that the best recruitment often happens informally—during breaks, in lunchrooms, or off the clock—where coworkers build trust more naturally.

Form Partnerships With Other Organizations.

Unions are strongest when they don’t stand alone. Partnering with other groups amplifies your union member recruitment efforts by extending your reach into new networks. These alliances also demonstrate that your values align with broader social, economic, and community goals.

Practical partnership opportunities include:

• Community organizations: Collaborating with local nonprofits or worker centers can build trust among employees who may be unfamiliar with unions.
• Advocacy groups: Partnerships with organizations focused on workplace equity, health and safety, or fair pay can reinforce the union’s role as a champion of workers’ rights.
• Educational institutions: Partnering with colleges, trade schools, or apprenticeship programs can introduce younger workers to unions early in their careers.
• Other labor groups: Joint campaigns with neighboring unions or labor federations can pool resources, increase visibility, and demonstrate solidarity across industries.

When workers see respected community voices supporting your union’s efforts, they’re more likely to feel that joining is both beneficial and socially meaningful.

Educate Prospective Union Members.

Many workers are hesitant to join a union simply because they don’t fully understand what unions do or how membership will benefit them personally. By making education a central part of your recruitment strategy, you can build trust, dispel myths, and empower workers to make informed decisions. Try incorporating these educational strategies into your recruitment efforts.

Host Workshops and Webinars.

Interactive learning opportunities are powerful tools for demystifying unions and empowering workers. Whether in person or online, workshops and webinars give prospective members a safe space to ask questions and hear directly from experienced leaders and subject-matter experts. To maximize impact:

• Focus on key topics like workplace rights, negotiation successes, or your union’s role in shaping policy.
• Invite respected speakers, such as labor lawyers, veteran organizers, or long-standing members.
• Use interactive formats like Q&A sessions or breakout discussions to encourage participation.
• Follow up with digital resources or recordings so workers can revisit what they learned and share with their peers.

A learning management system (LMS) can help you create and manage these opportunities. You’ll be able to centralize training materials, host on-demand sessions, and track participation. With an LMS, your union can deliver consistent, scalable education that meets workers where they are—whether that’s on a laptop at home or a mobile device on the job.

Share Success Stories.

While data and legal explanations matter, stories often resonate most. Highlight real examples of how union efforts have improved wages, benefits, or working conditions within specific workplaces or the entire industry. A few ideas include:

• Local wins: Share stories of negotiated pay raises, better scheduling practices, or improved safety standards.
• Testimonials: Feature short quotes or videos from trusted members who can speak authentically about the difference union membership makes in their lives.
• Case studies: Package detailed examples of outcomes into easy-to-read content for social media or handouts.

By weaving real wins and authentic voices into your outreach, you translate union membership into something tangible and relatable. Stories cut through skepticism and make the benefits of joining clear.

Use Technology to Increase Union Membership.

Technology is a force multiplier for union membership growth. A robust system can help recruit new members, retain them, and streamline operations.

Plenty of organizations recognize the power of the right technology. That’s why 41% of surveyed membership organizations have developed or are developing a digital transformation plan, and another 20% are moving in that direction. “Digital transformation” essentially refers to adopting cloud-based technology for your entire organization, helping to consolidate data into a Single Source of Truth (SSOT).

iMIS: The Top Union Membership Management Tool

iMIS is an Engagement Management System (EMS) that enables digital transformation through purpose-built technology for unions and other membership organizations. It combines elements of membership data management, constituent outreach, and digital engagement tools all into one platform.

With iMIS, unions gain access to powerful features designed to increase union membership and efficiency, including:

• Membership management and renewal automation: Automate dues collection, billing, and renewals to reduce friction.
• Websites and portals: Create an engaged online community with member portals, microsites, and your public website.
• Grievance management: Handle complex submission processes while automatically sending deadline and milestone notifications to key staff.
• Communication management: Reach members with personalized, automated outreach based on their previous interactions with your union.
• Events management: Plan events from start to finish with flexible pricing options, automated reminders, and dedicated event microsites.
• Workflow automation: Boost staff efficiency by automating alerts and tasks.
• Dashboards and reporting: Keep an eye on member recruitment, engagement, and overall performance with interactive dashboards.

For a real-world example of how iMIS increases union membership, check out this client success story from the Australian Nurses & Midwifery Federation Victorian Branch (ANMF):

The union has more than 97,000 members employed in a range of health services like hospitals, aged care, medical clinics, and prisons. Backed by iMIS, they’re able to more efficiently manage memberships, track case progress, improve reporting, and better serve their members.

Other Digital Outreach Tools For Union Member Recruitment

While iMIS provides a robust foundation for streamlining operations, consider how layering in other outreach tools can expand your reach further. For example, these tools make it easier to connect with workers wherever they are and lower barriers to joining:

• Text messaging campaigns: SMS updates and reminders cut through inbox clutter and reach workers instantly.
• Union app: A dedicated app like Clowder (also part of the ASI family) gives members 24/7 access to resources, event updates, push notifications, and community forums.
• Social media direct messages: Beyond public posts, one-on-one conversations in DMs on Instagram, Facebook, and LinkedIn can replicate the personal touch of peer-to-peer outreach in a digital format.
• QR codes: Placed on flyers, posters, direct mail, or handouts, QR codes make it easy for workers to scan and access sign-up forms or union resources.

By combining these tools with a central system like iMIS, your union can create a seamless, multi-channel recruitment strategy. The easier it is for workers to access information and take action, the more likely they are to engage—and ultimately join.

Final Thoughts on How to Grow Union Membership

At its core, increasing union membership is about building trust and showing workers that they’re stronger together. Every conversation, every story shared, and every tool adopted is a step toward giving employees the voice and protections they deserve.

Your path forward may be challenging, but as long as you adapt to the values of today’s workforce, your union and its members will thrive as champions of fairness, equity, and solidarity.

To continue exploring effective union management practices and technology, check out these free educational resources:

• What is an Engagement Management System (EMS)? A Quick Guide. The right technology transforms how unions connect with members. In this guide, you’ll learn what an EMS is, how it streamlines operations, and why it’s a powerful tool for increasing union membership.
• Member Engagement: A Guide + 15 Strategies to Win Loyalty. Strong unions are built on engaged members who feel connected and valued. This guide shares practical strategies to boost member engagement and ensure union growth.
• Top 3 Goals for a Modern Union Website [with tips]. Your website is a powerful tool for union member recruitment and engagement. This guide breaks down key goals every modern website should achieve.