This week, 10th – 16th February 2025, is #HeartUnions week. The aim of the campaign is to raise awareness of the vital work of unions and encourage people to join them.
Team Zentso joined a webinar hosted by Trade Union Congress (TUC) on how to ‘Grow your union – strategies for member recruitment’. The webinar was hosted by Anna Kalsi, E-Learning Officer, and Carl Roper, National Organising & Education Manager, at TUC.
Kicking off with an audience participation, union reps shared how long they have been a representative for (mostly over 10 years!) and sharing what a union meant to them. Common themes presented were the ideas of solidarity, strength and support.
When polled on the biggest barriers for recruitment, lack of awareness and understanding of unions came out on top; closely followed by the perception that a union isn’t effective.
The top 3 most common issues in the workplace were pay, workload and stress, and poor management. Most representatives found out about these issues through internal chats and meeting with members.
Proven strategies for effective union recruitment
1. Address widespread workplace issues
Focus on issues that several workers are affected by. This can help draw people to the cause and encourage them to engage. One way to they can face the issue is by joining the union.
2. Embrace diversity and generational differences
Ensure your union reflects the workforce by actively engaging with underrepresented groups and understanding the unique concerns of different generations.
3. Encourage members to voice concerns
New members often join when they see that their concerns are taken seriously. Raising their concerns can help others join and you can all work towards a positive outcome.
4. Rebuild trust after negative experiences
If someone comes to you and is put off by a previous experience with a union, the most important thing is to listen to their experience. Be empathetic and then you can outline how your union works differently.
5. Shout about your successes!
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 raises awareness of the amazing work you are completing to non-members.
6. Identify your influencers
In terms of finding people to join the union, look to people who could be influencers, the people who are natural leaders and people gravitate towards. You can also identify the people who show the most concern about an issue.
7. Use technology to help overcome hybrid-working challenges
If there are days when people are in the office, make sure reps are also present and doing public campaigning. You can organise zoom calls, add resources to your company’s intranet and give updates on social media.
8. Data is essential to grow your membership base
There are various channels you can use to communicate learning management systems, email, phone, and podcasts. One thing all these channels have in common is the need for a solid membership database.
Zentso: Supporting Union Growth
At Zentso, we are proud to collaborate with unions to enhance their recruitment and engagement strategies. Let’s work together to build stronger, more effective unions!