Canadian Labour Congress studies how to increase union membership
At its 25th annual convention held in Toronto in May, the Canadian Labour Congress (CLC) reported on its plans to stem the erosion of union membership. A presentation to the delegates noted that while union density over the last decade has remained about the same in the public service (at 74.5 per cent), it has dropped in the private sector —from 21.3 per cent in 1997 to 18.7 per cent in 2007. The report suggested what should be done to increase membership.
In addition to campaigning to persuade governments to enact labour law reforms to make certification easier and joining forces with local social justice organization to reach out to potential members, the convention paper acknowledged the importance of embracing alternate forms of organization and communication.
Admitting that so far “no one has yet figured out the best means of on-line organizing,” the paper advocates using the Internet to build support and solidarity through “virtual organizing” and “virtual picketing.” It notes that many organizations are wary of using new technologies, but adds, “Labour has no choice but to engage with the worlds opened up by Facebook, YouTube, and the immense ‘blogosphere’.” This strategy is particularly important as a way to encourage younger people to join the union movement.
There are challenges in this approach as Derek Blackadder, an organizer with the Canadian Union of Public Employees and a regular contributor to LabourStart, can attest. He tried to organize a group of workers on Facebook, but he was soon banned from the network for adding too many “friends.” However, after an e-mail campaign organized by a colleague inundated Facebook administrators with over 2,400 requests to join the group, he was reinstated.
In a blog about unions using Facebook, Shai Sachs asserts that such social networks are technologies “ideally suited to union organizing.” He says they tap into pre-existing social connections, allow for venting about many issues, including work-related ones, and are dominated by the demographic the unions want to reach: young people — very few of whom are organized but, according to CLC statistics, are likely more open to unions (along with women, workers of colour and immigrants) than the average person.
Sachs thinks the labour movement will need a many-tiered structure of web sites and social outreach mechanisms to organize on-line. He suggests each tier would draw a prospective member more deeply into the movement. They would range from a first tier for members who are mildly supportive of the labour movement through a tier for members “mildly irritated” with their workplace to a final net-working tier for those “whose workplace is in an active organizing or contracting campaign.”
Meanwhile, the CLC plans to further its work with its affiliates to figure out ways to harness “rapidly developing communication technologies” to recruit more members and inform workers of their rights.
In addition to campaigning to persuade governments to enact labour law reforms to make certification easier and joining forces with local social justice organization to reach out to potential members, the convention paper acknowledged the importance of embracing alternate forms of organization and communication.
Admitting that so far “no one has yet figured out the best means of on-line organizing,” the paper advocates using the Internet to build support and solidarity through “virtual organizing” and “virtual picketing.” It notes that many organizations are wary of using new technologies, but adds, “Labour has no choice but to engage with the worlds opened up by Facebook, YouTube, and the immense ‘blogosphere’.” This strategy is particularly important as a way to encourage younger people to join the union movement.
There are challenges in this approach as Derek Blackadder, an organizer with the Canadian Union of Public Employees and a regular contributor to LabourStart, can attest. He tried to organize a group of workers on Facebook, but he was soon banned from the network for adding too many “friends.” However, after an e-mail campaign organized by a colleague inundated Facebook administrators with over 2,400 requests to join the group, he was reinstated.
In a blog about unions using Facebook, Shai Sachs asserts that such social networks are technologies “ideally suited to union organizing.” He says they tap into pre-existing social connections, allow for venting about many issues, including work-related ones, and are dominated by the demographic the unions want to reach: young people — very few of whom are organized but, according to CLC statistics, are likely more open to unions (along with women, workers of colour and immigrants) than the average person.
Sachs thinks the labour movement will need a many-tiered structure of web sites and social outreach mechanisms to organize on-line. He suggests each tier would draw a prospective member more deeply into the movement. They would range from a first tier for members who are mildly supportive of the labour movement through a tier for members “mildly irritated” with their workplace to a final net-working tier for those “whose workplace is in an active organizing or contracting campaign.”
Meanwhile, the CLC plans to further its work with its affiliates to figure out ways to harness “rapidly developing communication technologies” to recruit more members and inform workers of their rights.
