Strong unions are built on engaged members. The long-term strength of a union depends on the relationship between its leaders and members. Unlike in the past, when relationships were passive and the function of the union was largely “call us when you need us” an engaged membership has a more active role. For union leaders today, building engagement should be a planned and purposeful strategy.

​

Why is this a value to today’s leadership? What is the outcome of an engaged membership?

​

• Engaged members create a stronger union. Members who have a deeper awareness or understanding of the vision of the leaders are more supportive. Likewise, leaders who have effective shop-floor communications are more informed. In the end, it’s a stronger, more effective relationship.

• Every member has their own unique experience in their employment relationship. The workplace today is unlike that of our grandparents – it is much more diverse and brings with it a varying range of expectations. Leaders learn through engagement, and members understand how their contributions create value.

• An engaged membership creates a stronger collective bargaining environment.

• Membership engagement creates a strong level of resilience, allowing members and union leaders to navigate difficult times more effectively.

• An engaged membership creates better representation – not just in the quality of candidates who pursue elected positions, but in member networks and levels of issue awareness.

• One of the key messages within the followership literature is the building of “social identities” for members within the organization. This, in turn, creates a strong foundation upon which new members become aware or the role and purpose of the union in their workplace.

• An engaged membership creates a greater sense of organizational democracy which, consistent across all research, is a critical engagement strategy for labour unions. Engaged members participate at higher levels within their organization and have higher rates of participation in public policy or elections within their own communities.

 

Effective union leaders recognize that engagement is not simply something to encourage attendance at meetings. It is a relationship that must be developed and sustained over time. This is achieved through relationships built with members.