By Unions21 | 2 min
We are increasingly in a digital first world. To keep up, unions will need to adapt, including hiring new roles as presented in our report on future union jobs. One of these is a digital organiser, a role which is already making waves within unions.
In the first of a three-part blog series, Paddy Cole, digital organiser at SIPTU, spoke to Unions 21 about his role. This interview is also available as a video
The job title might sound like a recent invention but it reflects a core shift in how unions connect and engage in a digital-first world.
A digital organiser isn’t separate from traditional organising – they are an organiser, simply using modern methods to drive the same outcomes. This shift is especially important in a world where members expect services, communication and connection through their phones – just as they would from their bank, their supermarket or their doctor.
What does a digital organiser actually do?
The work involves turning passive members into active ones – and active ones into even more active ones. The team uses a strategic cycle that moves from high-quality content to data gathering, lead tracking and meaningful conversations that result in sign-ups, action and leadership.
It’s not about doing anything too flashy, or creating algorithms for their own sake. Every digital interaction offers an opportunity for engagement and collective action, so it’s really about understanding workers’ issues and developing communications tailored to those concerns.
Why it matters now
Trade unions can no longer afford to treat digital as optional. As the workplace becomes more fragmented – and as anti-union sentiment becomes more organised online – unions must have the capacity to respond with clarity, confidence and community.
Whether it’s fighting disinformation, organising a sector-specific pay campaign, or creating access for previously unreachable workers, the digital organiser is central to the union of today – and tomorrow. In part 2 of this blog series, we look at the importance of data.
Unions 21’s new report on how union jobs are transforming is available to download: Building the jobs for tomorrow’s unions.
