Union use of social media: a study of the University and College Union on Twitter

The importance of the Internet to trade unionism has not gone unnoticed by academics, and while many have perceived the need for unions to engage in social media, there has not been any study of how unions use social media. This paper provides a systematic examination of union social media use in terms of method, scope and content. The University and College Union (UCU) Twitter account was used as a case study. Tweets (n = 1,615) were collected over a four‐month period (January 1–April 30, 2014) from the official UCU account with followers (n = 12,301) also categorised to determine who is listening. Findings are discussed with reference to earlier debates on union use of the Internet. We find that while UCU has moved with technological developments by using Twitter, the content of the union's messages remain in line with traditional union communication, and the engagement opportunities of social media are underutilised.     

Linking Union Density and Union Effectiveness: The North American Experience

This study considers how union performance in terms of organizing, bargaining, and political activity are related to severely declining union density (the percentage of the workforce in unions) in the United States and the higher and stable union density in Canada. Canadian unions have remained active in recruiting new members and assign a high priority to organizing, while American unions have shown diminished organizing effort and ability. Canadian unions have demonstrated superior performance in collective bargaining as measured by resistance to concession bargaining and negotiated wage gains, among other factors. Finally, although Canadian unions experienced some political setbacks, they wielded more political influence than their American counterparts in promoting union-specific as well as broad social legislation. Density is examined as both a consequence and determinant of the divergence in union performance.     

Shaping Union and Gender Identities: A Case Study of Women-Only Trade Union Courses

In the context of efforts to revitalize unions and the acknowledged need to widen participation within trade unions, this paper argues that women‐only trade union education acts as a vehicle for increasing women's participation and for improving their experiences of unions. Drawing on a qualitative research study of women‐only courses in two large male‐dominated British trade unions, the findings indicate that such courses provide the conditions for women to question, reinforce or transform their social identities and thereby can lead to greater union identification and participation.     

Information Technology, US Union Organizing and Union Effectiveness

This paper examines the effects of information technology (IT) on organizing and union effectiveness in US national unions. Original survey data and data from government and independent sources are combined to model outcomes including membership growth, success in representation elections, and union leaders' assessments of effectiveness as a product of environmental and organizational characteristics. The results suggest that the practical impact of IT use on organizing outcomes can be quite important. Evidence regarding the impact of IT on overall effectiveness (i.e. organizational or union effectiveness) is more mixed.     

Trade Union Growth and Decline in Asia

We examine trends in union density and union influence in several Asian countries. Though we find variation in union density, all countries experienced union decline in the 1990s. Asian countries also vary on our new union influence measure. We use a logics of action framework to examine the institutional context surrounding union growth, decline and influence in each country. Based on our examination of how these institutional contexts are changing, and what we know about the strategies of unions, we are not hopeful regarding the near term prospects for reversing union decline.     

Measurement of Compensation: Union and Nonunion

For many purposes, the economic impact of unions is better measured by the proportion of union wages in total payrolls rather than by the proportion of unionized employees in the overall workforce. We use recently available Current Population Survey data to generate estimates of the former. We also show that published data from the Survey on median union and nonunion wages produce substantially larger estimates of the union 1 nonunion wage differential than figures based on mean wages. Finally, we note that the Bureau of Labor Statistics' Employment Cost Index gives undue weight to the union sector because of its Laspeyres methodology.     

Building coalitions on Facebook: ‘social media unionism’ among Danish bike couriers

Platform work represents an important challenge for the ‘Danish model’ of unionisation. Using interviews and ethnographic data, this article analyses the strategies of the Danish grassroots union movement the Wolt Workers' Group, representing principally migrant couriers using the food-delivery platform Wolt. This study is an attempt to map an emergent form of flexible labour organisation based on horizontal, informal online networks while supported in different ways by established unions. We term this strategy of balanced autonomy and support ‘social media unionism'. Wolt couriers' attempts at grassroots organisation via social media is an important and understudied issue, especially their complex relationship to union actors. The ‘social media unionism' explored in this article allows for the formation and maintenance of nimble grassroots mobilisation among workers that are otherwise hard for unions to reach, such as migrants platform workers. We argue that this strategy holds both great possibilities and challenges for the labour movement.     

Tweeting and Retweeting for Fight for $15: Unions as Dinosaur Opinion Leaders?

Advocacy campaigns are central to unions’ efforts to impact labour rights beyond unionized workplaces. Social media and on-the-ground campaign dynamics are intimately related. Thus, if unions can become leaders on social media, they could have more impact on campaign framing and mobilizing. Drawing on primary data and applying a sequential mixed method, we analyse unions’ ability to emerge as opinion leaders in Twitter dialogues on the Fight for $15 (FF$15) campaign. We track FF$15-related activities of Twitter profiles over seven months and compare union actions to those of others along three dimensions: level of activity, prevalence of tweeting versus retweeting and endorsement within FF$15 community and in the Twitter universe. Regression results show unions prefer advancing their own ideas over supporting those of others, and their messages are more endorsed than others’ messages in the Twitter universe. In-depth interviews and a focus group reveal that while their actions are slow and conservative, unions can count on internal support and institutional reputation to gain leadership. The article concludes by noting the implications of the findings for unions’ strategies to become opinion leaders on social media.     

Institutional Change and Union Membership: A Longitudinal Analysis of Union Membership Determinants in Israel

We examine the degree to which factors associated with workers' union membership decisions are sensitive to shifts in the institutional environment of unions. Comparative logit analyses of the relationship between potential determinants of membership and actual union membership over time suggestthat the factors associated with membership are elastic and may reflect shifts in the institutional context of unions.     

Reconceptualizing Local Union Responses to Workplace Restructuring in North America

To date no clear consensus has emerged about how industrial relations scholars ought to conceptualize union responses to workplace restructuring. Yet, local union responses to management‐initiated workplace change can differ markedly and can have important implications for the outcomes of restructuring. This study examines the experiences of three local unions engaged in workplace restructuring in the North American steel industry and suggests a reconceptualization of local union responses, away from a simple 'militant'–'cooperative' dichotomy towards a conceptualization based on the process by which local unions engage with management over restructuring.     

Union Wage Effects in Nevada's Hotel and Casino Industry

I use the significant union presence in Las Vegas's hotel, gaming, andrecreation (HGR) industry juxtaposed to the near absence of unions in Reno's HGR sector to study union wage effects. I find wages of highly unionized occupations in Las Vegas's HGR industry to be significantly higher than wages of identical occupations in Reno. Furthermore, I detect little impact from Las Vegas's HGR unions on wages in the wholesale and retail trade (WRT) industry, a much less unionized sector.     

The Union Wage Effect in Japan

Previous studies point to Japanese labor unions’ lack of bargaining power that results from their organization at an enterprise level. However, a detailed examination of the institutional setting backed by the Labor Standard Law and Trade Union Law reveals that unions have strong bargaining power against deteriorating work conditions. This paper examines the effect of unions on wages using the Japanese General Social Surveys 2000–2003, which cover a period of economic stagnation. We find a robust union wage premium for both males and females. A Cotton–Neumark decomposition reveals that about one‐fifth of union workers’ higher wage is explained by the difference in the union and nonunion wage structures. We also can confirm the union wage compression effect using the DiNardo, Fortin, and Lemieux (1996 ) method. Union workers are likely to think that they will not find jobs with similar compensation packages if they leave their current jobs. In summary, unions in Japan contribute to an increase in the average wage and compress the wage distribution among their workers. This result is reconciled with previous findings by considering the uniqueness of the macroeconomic conditions of the sample period.     

Strategy and Trade Union Effectiveness in a Neo-liberal Environment

In the absence of state sponsorship, unions must become more effective in the workplace or suffer the inevitable consequences. The analysis of union strategy and effectiveness, however, presents special difficulties. We adopt a strategic choice perspective, defining strategy as a framework of critical, enacted choices about the ends and means of an organization. For unions in a neo-liberal context, this means that strategy can be described in terms of the nexus between two complex dimensions: union-worker relations and union-employer relations. On this basis, we identify four broad patterns of union strategic choice in the New Zealand environment: classic, paper tiger, consultancy, and partnership unionism. Those patterns in which union-worker relations rely on 'servicing' are seen as fatally flawed at worst, and strategically vulnerable at best. On the other hand, those patterns in which union-worker relations are more securely based on servicing complemented with robust forms of organization also contain strategic tensions. These must be managed carefully if unions are to become more effective. While illustrated with New Zealand case studies, this framework provides lines of analysis for the strategic review of unions in neo-liberal contexts more generally.     

Industry Change and Union Mergers in British Retail Finance

This paper investigates the reasons for and implications of the recent merger between three of the largest unions in the retail finance sector, creating UNIFI. Recent union mergers have been explained by environmental changes adversely affecting membership and finances. These prompt leaders to consider merger as an appropriate organizational solution. Mergers are successfully concluded when leaders are able to overcome internal resistance and develop acceptable outcomes. We examine whether these factors are sufficient to explain how the merger between the national banking union and two large company‐based staff unions was concluded, given longstanding institutional rivalry.     

The New Generation of Trade Union Leaders and Prospects for Union Revitalization

The year 2003 was widely perceived as the year of the ‘awkward squad’— a group of recently elected union leaders more prepared than their predecessors to challenge New Labour. It was also a year in which unions were perceived to have experienced the beginnings of a recovery. In this review I argue that both of these perceptions are misplaced. The new generation of union leaders are a more disparate bunch than the ‘awkward squad’ label implies. The unions they lead remain seriously weakened by a harsh and inhospitable environment. Union recovery is unlikely unless the environment changes or the new union leaders can succeed against the odds in changing the environment through political activity.     

Conglomerate Unions and Transformations of Union Democracy

Confronted with membership losses and declining bargaining power, trade unions have engaged in both political and organizational responses. A frequent type of organizational response has involved the creation of conglomerate unions, which bring together workers from various sectors and occupations. Pointing out a number of parallels between organizational developments in trade unions and political parties, this article analyses the emergence of conglomerate unions as a cause and consequence of changing conceptions of union democracy. Drawing on two in‐depth case studies conducted in France and Germany, the article examines how trade unions perceive their situation and how they define a reform rationale based on increasing their organizational ‘efficiency’ and ‘effectiveness’. In accordance with this rationale, unions engage in mergers and create larger conglomerates, thereby centralizing decision‐making bodies and professionalizing their staff. The reform of trade unions’ internal organization, in turn, affects unions’ capacity for interest aggregation and representation.     

Renewing Union Narrative Resources: How Union Capabilities Make a Difference

This article explores the role of framing in mobilizing and transforming narrative resources. It draws on in‐depth studies of two different workplace unions within the same multinational company in Canada. We conducted interviews with managers and trade unionists at different levels over a number of years of observation. Each of these workplace unions mobilizes new repertoires of action to enhance its capacity to act. Yet they differ considerably in their capacity to renew their narrative resources. Whereas one of the workplace unions still relies on an exclusive and restrictive narrative, the other union has evolved towards a more encompassing and inclusive narrative. This article argues that strategic capabilities are a key variable in understanding the processes through which narrative resources change and are mobilized.     

Social Capital and Union Revitalization: A Study of Worker Networks in the UK Audio‐Visual Industries

This article examines Jarley's contention that trade union revitalization is conditional upon the generation of social capital through the systematic creation of networks. It draws on a qualitative study of freelance workers in the UK audio‐visual industry to consider two propositions. The first, that ‘social capital within networks is forged on “bonds” that are conducive to trade union identity’ was not sustained by the data, which instead suggested that social capital is more likely to be generated by networks outside trade union structures. However, the data did support the second proposition that ‘trade unions can harness social capital in order to achieve concrete industrial relations outcomes’ by linking networks to reservoirs of expertise and influence.     

Union Formation through Merger: The Case of Ver.di in Germany

This article is concerned with the recent merger of five German unions to form the new multi‐industry union, ver.di. Its focus is on the effects of the merger and on developments in the post‐merger phase. The article explores the various internal problems of the new union, concentrating on those that flow from the adoption of a matrix form of organisation. It deals also with the external relations of ver.di, with other unions and with the central organisation of German trade unions, the DGB. Central conclusions here are that the creation of ver.di is likely to exacerbate competition amongst German unions and further erode the position of the peak association.     

Peak Union Campaigning: Fighting for Rights at Work in Australia

Many peak unions are in crisis, their traditional reliance on economic or political exchange with employers and the state undermined through falling union membership and the collapse of national bargaining systems. New methods, chiefly as agents of mobilization, and new sources of power, including community organizations, are often advanced as solutions. In Australia, where trade unions faced a fundamental and immediate threat from a national government after an election in 2004, the ‘Your Rights at Work’ campaign signalled a shift in peak union strategy. Although this campaign unseated the government in 2007, its legacy is unclear: reviving the power of peak unions and conceptualizing the means to do so remain difficult.