How trade unions can foster solidarity through digital channels
In a world where remote working is commonplace (albeit under threat in many companies!), and where some staff never meet colleagues face-to-face, fostering a sense of togetherness and unity can be hard. Sometimes it takes a chat in the office kitchen to find out about events and activities and about joining a local union. Being apart physically means either complete seclusion outside of meetings, or organised fun in which it's harder to get beyond d small talk about the weekend. Even with hybrid working it's often hard to make use of those occasional meetups beyond using the opportunity to discuss work. So what can you do as a union to help galvanise people around your union?
We should also make clear that the opportunities digital channels provide are also pretty positive for union engagement. The days of in-person meetings, picket lines, and face-to-face rallies are no longer the only ways to engage and unite members. Digital communication platforms now play a pivotal role in bridging this gap, providing unions with new avenues to create and nurture a sense of community online.
Let's take a look at the strategies trade unions can use to foster solidarity through an all-in-one communication platform. By effectively utilising digital channels like email, SMS, phone lines, and social messaging apps (e.g., WhatsApp), unions can create a connected member base that stands united in the face of challenges.
The importance of digital community building for unions
Unity is a bedrock for unions in advocating for workers’ rights, collective bargaining, and enacting social change. And while this might appear harder now that workforces are often disparate, based across different locations and time zones, there are still a host of ways you can cultivate unity. One such way is through online community building.
Community building can take the form of a weekly newsletter or regular SMS messages with updates about events taking place online or WhatsApp groups where everyone can get involved in discussions. Zoom meetings are also effective ways to make some real connections. If anything, working remotely can often increase workers’ desires to be part of something and have a connection to colleagues, and so digital channels that reach them where they are can be incredibly powerful. We’d recommend that you have multiple channels to keep your union present outside of any one single channel, this makes it more tangible and real for members.
Having a single tool like Movement that can manage all of your comms channels allows you to do everything from running ballots to having peer to peer conversations at scale. This means it's really easy to keep members engaged.
Effective strategies for building online union communities
1. Segmented and personalised messaging
Personalised communication is crucial for making members feel valued and included. An all-in-one platform enables unions to segment their member base by region, job type, or interest group, ensuring that messaging is relevant and tailored.
Targeted messaging: For example, retail workers can receive information about upcoming events related to their sector, while office workers might receive updates on remote work policies.
Personal touch: Personalised messages, such as birthday greetings or anniversary acknowledgments, foster a sense of belonging and connection.
By using segmented and personalised messaging, unions can make each member feel like an integral part of the community, regardless of where they are located.
2. Creating interactive and engaging content
To build an active online community, unions need to create dynamic and engaging content. This could include video updates from union leaders, member stories, multimedia newsletters, and interactive polls that encourage members to share their opinions.
Multimedia integration: An all-in-one platform allows unions to send multimedia-rich emails, use SMS to promote video content, and engage members through WhatsApp polls and discussion groups.
Consistent engagement: For example, a union could host a live-streamed Q&A session with representatives, broadcast the event link via email, and send out reminders through SMS. During the session, members could engage in real-time discussions via a WhatsApp group.
Interactive content not only keeps members informed but also creates opportunities for them to actively participate, share feedback, and feel connected to the union’s ongoing efforts.
3. Virtual meetings and workshops
Virtual meetings, town halls, and training sessions provide vital opportunities for unions to gather members in an online space, reinforcing the sense of solidarity. With the right tools, unions can offer accessible and inclusive events, ensuring that members—no matter their location—can participate.
Online Accessibility: Through integrated phone and video calling features, unions can host virtual events accessible to all members, including those with limited digital literacy or internet access.
Member Engagement: For example, unions can organise a virtual workshop on workers’ rights using phone lines for those without internet access and follow up by sending resources via email to all attendees.
These virtual events keep members informed, connected, and empowered, bridging the physical divide that remote or hybrid work may create.
Optimising multi-channel communication for maximum impact
1. SMS and Email campaigns for quick updates
Timely and consistent communication is essential for mobilising members. SMS and email campaigns are effective ways to ensure that members receive important information when they need it.
Urgent updates: SMS is ideal for sending time-sensitive alerts, such as updates on a sudden strike or rally.
Detailed information: Email, on the other hand, provides the space to deliver comprehensive updates, such as newsletters that recap recent actions, highlight upcoming events, or feature stories from members.
For example, a union can use SMS to alert members about an emergency meeting and follow up with an email that offers a detailed overview of the issues to be discussed. By coordinating these channels, unions can keep their community informed and mobilised.
2. WhatsApp groups for Peer-to-Peer support
WhatsApp is a powerful tool for creating peer-to-peer support networks within the union. By setting up issue-focused or regional WhatsApp groups, unions can facilitate discussions, provide real-time updates, and allow members to support one another.
Regional connections: For instance, unions can set up local WhatsApp groups where members can coordinate actions, share information, or discuss specific concerns related to their area.
Issue-focused groups: Unions might also create groups for specific interest areas, like “Healthcare Workers for Fair Pay,” where members with shared goals can connect and collaborate.
These groups not only create a sense of camaraderie but also empower members to take initiative, share their stories, and engage actively with the union’s mission.
3. Phone lines for personal outreach
Even in a digital age, phone calls remain a powerful way to connect with members on a personal level. Using the platform’s integrated phone line feature, union representatives can conduct check-ins, gather feedback, and provide support, particularly for members who may not be as comfortable with digital communication.
Personal check-ins: Representatives can schedule phone calls to check in with members individually, building trust and ensuring that members feel valued and heard.
Accessibility: Phone calls also offer a way to include members who may have limited access to the internet or prefer more direct communication methods.
These personal interactions foster stronger connections, making members feel part of a cohesive and supportive community.
Building a sense of community is crucial for trade unions
In the digital age, technology offers new ways to achieve community. By using a multi-channel communication platform, unions can create a dynamic online environment where members feel connected, supported, and empowered to take action. Unions that embrace these tools can not only keep their members engaged but also build a sense of solidarity and collective identity that endures—no matter where their members are.
Ready to empower your union’s communication strategy? Discover how our all-in-one platform can help you build a stronger, more connected union community today.
