Union membership is changing. The Economic Policy Institute reports that currently, over 68% of Americans view unions favorably. At the same time, union membership is currently increasing; 16.5 million wage and salary workers are currently represented by a union.
This increase is largely due to strategic recruitment strategies, union member engagement and benefits, and long-term retention. The Trade Union Congress recently hosted a webinar on top strategies to recruit and grow your union. Let’s dive into their key takeaways to begin growing your union member base today!
We’ll cover:
During the Trade Union Congress’ webinar on how to “Grow your union - strategies for member recruitment,” union reps shared how their experiences recruiting for and supporting their unions have changed in the last ten years. Overall, many unions serve as a source of strength, solidarity, and support for workers, motivating a high level of member participation. However, they did identify some systemic issues.
There are two primary misconceptions that prevent effective member recruitment. Many potential members either aren’t aware of relevant unions or don’t understand what purpose a union serves. There is also a common perception that unions aren’t effective advocates for their members.
One way to dispel these beliefs is through targeted advertising showing how your union addresses the three most common issues in the workplace:
Educate members of your field on the resources and protections your union provides for members to address these issues and raise awareness about your organization’s role within your industry. Combatting these misconceptions is the first step toward raising awareness for your organization.
Growing and sustaining a strong union requires more than just hanging a flyer on the breakroom bulletin board. In today’s evolving, multigenerational, and increasingly hybrid workforce, union leaders must adopt a multifaceted campaign strategy to connect with potential members.
In the webinar we referenced, three of the largest issues facing workers are lack of pay, overwhelming or stressful workloads, and poor management. Your union’s primary purpose is to provide an effective solution to these issues and to advocate for your members’ equitable treatment within their workplace.
Advertise your unions’ solutions to these issues as a means of recruitment. For example, post educational flyers for how to approach conversations regarding pay and workload with your managers in common worksites, and promote your local union representative as a mediator. This helps educate industry professionals about their rights as workers while raising awareness about your union. Make sure to include a scannable QR code or invitation to your next meeting so viewers can learn more.
Workplaces host a diverse array of people from all backgrounds and age ranges. Make sure your union reflects your workforce by actively engaging and recruiting underrepresented groups.
Here are some ways to foster diversity within your union:
Be sure to create programming and support initiatives designed for all backgrounds, work experience levels, and ages. A Gen Z employee fresh out of college has different needs than a Baby Boomer who has worked in the field for thirty years. Make sure to meet with all of your union’s audience demographics to make sure every voice is represented.
Workers are more likely to find value in their union membership when they see that their concerns are addressed swiftly and effectively. The role of a union is ultimately to advocate for its members.
Implement these channels so union members feel they can safely voice their concerns:
Many workers avoid joining unions out of fear of retaliation. A clear, secure method to address workplace concerns and fast follow-up assures members that your union will work to advocate for their success.
If someone comes to you and is put off by a previous experience with a union, the most important thing is to actively listen to their experience. Absorb the specific details of their experience, and express your sympathy.
Once you understand the individual’s specific concerns and issues with their past union, you can better explain how your union works differently. Clearly outline your chain of command, security procedures, and past advocacy successes to assure skeptical workers that their voice will be heard and respected if they join your union.
When you do have a win, no matter how small it may seem, it’s important to celebrate. This helps build trust with your members and also raises awareness among non-members about the amazing work you're doing.
Common milestones include:
Post major wins on your union website to notify existing members and show how your union advocates for industry-wide change.
We’ve all met a workplace influencer: individuals who are the center of community, inspire other workers, and boost morale every day. These highly influential individuals can lead others to your union, increasing your overall membership while providing a strong advocate within their work location.
Conversely, workplace advocates who have major concerns about an issue within the workplace or about your union’s operations can be a strong voice of dissent. Work to identify individuals with a strong influence in your workplace and recruit them to join your union. Build a network of workplace leaders to strengthen your unions’ presence in your field and encourage workers to join.
Include digital resources and programs on your union’s website to expand your reach and support every potential member. Here are some ways to digitize your union support system:
Make sure to regularly audit and update your digital platform to prevent slow load times, broken hyperlinks, and confusing navigation. A negative digital experience has more consequences than a frustrated member; it can deny a worker necessary resources and lead to member attrition.
The break room bulletin board is no longer your union’s only avenue to communicate with potential members. Websites, social media channels, and other digital offerings draw potential members in and advertise the benefits of joining your union.
Here are some creative outreach channels to boost your membership:
Further, be sure to mention that your union offers educational programs, certifications, and professional development opportunities in your union’s learning management system. This is a great addition to your outreach because it incentivizes workers to engage with your union’s resources.
One thing all these channels have in common is the need for a solid membership database. Engagement with your union should be recorded in your membership management system so you can learn from every interaction. Knowledge of which programs, initiatives, and services your members engage with can help you personalize your communications and provide targeted support based on past activity.
Union recruitment encompasses the strategies, digital channels, and automated workflows used to attract, engage, and onboard new union members.
The best way to ease trepidation is to actively address their concerns. Skeptical workers often respond best to peer validation, so try connecting them with current members who once shared their doubts. You can also use impact data and success stories to show how your association has historically made an impact.
One strategy to incentivize joining is to lower the barriers to entry. Invite prospective members to observe an open meeting, or provide an easy-to-read breakdown of how member dues are spent to benefit workers in your recruitment advertising.
Gen Z recruitment requires an entirely different approach than previous generations. Young workers value digitally accessible ecosystems, high levels of transparency, and alignment between social and workplace values. Tailor your recruitment messaging to advocate for work-life balance, mental health support, and equitable pay to reflect new workplace priorities. Additionally, make sure to use digital channels when crafting your marketing messages to meet young workers where they typically get their information.
Union management software consolidates your member data into one ecosystem, so your union representatives can better engage and advocate for your workers. Benefits of a union software solution include:
iMIS is a union management software that lets your staff track every touchpoint, from email opens to event attendance. This comprehensive data logging system lets your union representatives personalize their outreach and make smarter recruitment decisions.
Some of the benefits of iMIS’s union management software include:
Invest in iMIS’s union management software today to increase your staff’s bandwidth and provide personalized support to members.
Effective union recruitment requires a deep understanding of your industry and workers’ needs to encourage engagement with your organization. Demonstrating the positive impact your union has had on worker compensation and equality within your sector through case studies, testimonials, and impact data creates a strong case for members to join.
Create accessible pathways for prospective members to learn and engage with your union before deciding to join. A transparent process and evident member protections show your union’s dedication to advocating for your members in the workplace.
Learn more about effective union management using these sources:
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Some advice from this aricle was originally published on Zentso's blog and has been edited and republished here with permission.