Member recruitment

There is strength in numbers. UNISON’s ability to win improvements in pay and conditions and defend public services, comes from high levels of membership, participation and activity. Simply put, the more members we have, the more powerful they are, and the more change we can win.

UNISON is the UK’s largest Union with 1.3 million members. That’s a lot. But it could be a lot more. The first and most obvious way to strengthen UNISON is to ask colleagues to join. We often see significant and sudden membership growth during campaigns and disputes, where the Anger – Hope – Action structure for an organising conversation can be very persuasive.

But to sustain and grow our membership levels, membership recruitment must be an ongoing priority for all activists. Not just during periods of campaign activity, but as part of the everyday work of the branch.

Most people who are not in a union give one simple reason: ‘Because no-one asked’. So, let’s ask them.

It’s particularly important that new starters are asked to join. When new staff are not introduced to UNISON, by UNISON, we leave first impressions to chance. We might get lucky. They may already know of UNISON or find themselves working alongside an activist. But left to chance, first impressions of UNISON are more likely to be influenced by the employer, non-members, or other unions. Branches should put agreements in place to meet with new starters in key employers (see Branch Vision Project stage 2 for guidance).

There’s a saying in union circles that ‘like recruits like’ – in other words, members are more likely to be recruited by colleagues they know and trust. So, you should also take every opportunity to encourage members to talk about UNISON to their colleagues.

Activists and members can start by explaining why they are a UNISON member. Outline all the support, benefits and protection UNISON membership provides. Ask what they would like to see change at work and then talk through how that could be achieved if everyone joined UNISON and got involved in a plan to win change.

Often we find colleagues don’t know what a union is. It’s always handy to have a response ready. Something like…

“UNISON is a group of colleagues here at... who join to support each other, and to protect our interests like better pay, good working conditions, and a safe workplace. We are part of UNISON which is the biggest union in the country – with over 1.3 million public service workers all standing together. Membership costs.... a month but once you’re a member you’re protected. You’ll never face a problem at work alone and by joining you’ve strengthened our campaigns on pay, job security, protecting public services and achieving equality at work”

For recruiting a new member there and then it often helps to have to hand all the benefits of membership, including:

• Support from UNISON workplace rep and branch.
• Professional legal support on workplace issues if required.
• Access to UNISON college free education and training.
• Personal injury cover.
• Professional legal services for you at work and your family at home (eg surveying, will and testament).
• Financial assistance and debt advice in times of need.
• Helpline open until midnight.
• Member discounts (see member benefits for more).

It is always best to get the member signed up there and then. Be careful not to push too hard as that can leave a bad impression. But don’t be too quick to accept “I’ll think about it.” Remember, you’re doing them a favour by encouraging them to join UNISON so try to agree a date and time for a follow up chat …. “Great I’ll pop by again tomorrow so I can answer any questions.”

And finally, be ready to respond to the reasons people give for not joining a union.