By Maeve Richardson, FSU | 3 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 two-part blog series, Maeve Richardson, digital organiser at FSU, spoke to Unions 21 about her role.
This interview is also available as a video.
I’d define my role not as a replacement for traditional organising, but as a crucial supplement that ensures a strong digital presence for union activities and also makes organising efforts easier to locate.
The main difference in the role is the medium. While a traditional organiser might physically scout locations or look for bus stops to meet people, a digital organiser focuses on where workers are online – whether that's LinkedIn, Reddit or other platforms.
But the focus on being ‘people-centric’ remains: focusing on personal digital interactions to connect potential members with representatives, rather than generic marketing.
Tools and tactics for digital organisers
Some company IT networks block union websites and in such cases, we advise potential members to disconnect from their company’s Wi-Fi to access union resources. There's a constant tension between making access easy and protecting union security: while encrypted messaging is ideal, many workers use work email addresses or phone numbers for union work to separate it from their personal lives. Adaptability is key!
It’s also important to maintain a visual connection through video calls, and ensure a transparent personal digital presence (like an active LinkedIn profile). This helps build trust and assures potential members they are interacting with a real person.
Specific tools I use include:
LinkedIn Sales Navigator: Beyond standard LinkedIn, this paid platform allows for highly targeted outreach. I use it to filter for past employment within specific banks and current employment in financial services companies, so I can identify and connect with potential members.
Microsoft tools: I’ve set up a SharePoint site to provide union representatives with easy access to resources like printable membership forms, posters and recruitment handbooks. This streamlines internal processes, making it easier for reps to support organising efforts.
Strategic use of Reddit: In situations like redundancies, I’ve discreetly posted information about the FSU's advice centre on relevant Reddit threads using ‘throwaway’ accounts. This allows for connecting with potential members in online communities where they might be seeking information or support.
NFC tags for discreet information sharing: This is really innovative, where I use NFC (Near Field Communication) tags to share union links and information discreetly. These small tags can be tapped on a smartphone to transfer a link, offering a way to share information in environments where physical forms or overt phone use might be monitored. You can pretty much put anything you want in there, such as your union's contact details or join link.
Digital organising is not just about adopting new technologies, but strategically using them in a way that overcomes real-world barriers while maintaining a personal, human connection.
Unions 21’s new report on how union jobs are transforming is now available to download
