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