By Maeve Richardson, FSU | 2 min
In the second of a two-part blog series, Maeve Richardson, digital organiser at FSU, says it's not enough for unions to simply recruit new members - the real challenge lies in creating deep engagement.
This interview is also available as a video.
Unions are concerned about an ageing membership base and existing members not being as engaged. The ultimate goal is not just recruitment, but cultivating ‘high-participation members’ who grasp their union's broader significance. Part of my role is to facilitate connections between potential members and their colleagues and representatives, rather than me being the sole point of contact. This deepens the sense of collective purpose and ensures members are active participants in their union's work.
A significant challenge is the declining general knowledge of unions, particularly among younger generations. There's often an incorrect assumption that people know what a union is and what it does. There are ways to combat this:
Actively re-engaging with education systems and communities to reach young people before they enter the workforce.
Ensuring published content is accessible and relevant, breaking down complex union terminology. This is especially relevant when targeting younger demographics.
Investing in engaging social media and website content tailored to specific industries, using contemporary language and examples, rather than outdated references. Explaining things in the context of finance rather than using examples from the 1880s about factory workers is crucial for relatability.
Content and communication
Many unions fail to capture attention with their digital presence, with many needing better branding and content creation in today's ‘attention economy’. Some examples are:
Varied communication channels: beyond email newsletters, consider WhatsApp groups and follow-up text messages.
Audience-centric content: content must focus on what audiences need and demonstrate how the union can help.
Thought leadership: produce short, pithy, topical thought leadership pieces (blogs, microblogging on social media) and longer-form publications (deep dives/research).
Digital organising is about more than just technology; it's about fundamentally rethinking how unions connect with, educate and empower their members.
Unions 21’s new report on how union jobs are transforming is now available to download
