Targeting individuals and specific groups of employees: an emerging trade union challenge

• Autores: Hans Björkman
• Localización: Transfer: European Review of Labour and Research, ISSN 1024-2589, Vol. 12, Nº. 3, 2006, págs. 315-332
• Idioma: inglés
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• Resumen

  • Trade unions are facing problems in attracting young and well-educated people and this challenge is increasing as educational levels are rising. In many cases, a perceived increase in individualisation has resulted in trade union recruitment strategies which are increasingly oriented towards the needs of individual members. Starting from a brief discussion on individualisation and the use of market orientation methods in a trade union context, this article aims to describe how Sif, a major Swedish union, has developed a strategy that targets individuals and specific member groups. Reflecting on lessons learned from the strategy development process, the article concludes with a discussion on alternative strategies for the development of a service portfolio and recruitment activities targeting individuals and specific groups of employees.