Union membership in the United States has fallen to the lowest level ever, but that doesn’t mean labor unions aren’t still out there talking to your employees. Just the opposite is true. While unions are struggling with traditional organizing, they are busy trying to refine their messaging for today’s worker. Over the next couple of days, our blogs will share some of the ways they are trying to change their messaging to stay relevant.
Here are a couple of examples taken directly from a working document that can be found on the web on what communication strategists are telling union organizers on how they should be messaging to your employees.
• Make an Emotional Connection: Your current language is viewed as “tired” or doesn’t connect. You must make an emotional connection by speaking to –not at – the people who matter.
• Prove Your Value: You need to sell yourself. Show people why paying for a membership is worth it. Too often the good you do for members is needlessly minimized. Always emphasize the“better wages, better benefits, and better life” that you are fighting for.
• Remember, “We are Not the Audience:” Too often, the messages or statements we make are ones that are designed for staff, not non-members.
• Give Them 5 Key Facts: Simply saying that members get “a voice on the job” is not enough – you need specifics. Even the best message needs to be anchored with five key facts of what members will get.
• Focus on member stories: People generally respond better to an emotional
and personal appeal. Real members are our strongest advocates; they need to be the face of your public messaging.
We’ll cover what union messages won’t resonate with your employees tomorrow.