Communicating the Union: an examination of how three trade unions communicate with youth

Abstract: This thesis examines how trade unions are meeting the two-fold challenge of a fall in youth unionisation and a changed media usage amongst youth. The researcher attempts to answer this question by examining how three different trade unions (Sveriges Ingenjörer, SI, Kommunal and Hotell och Restaurang facket, HRF) are communicating with a younger generation for the purpose of recruiting them. The thesis is based on a theoretical framework derived from communications theories and practices specifically aimed at youth, as well as theories about union recruitment strategies, civic engagement and the logic of collective action (since unions represent collective interests). The researcher has applied a qualitative approach where the thesis rests on in-depth interviews with different respondents. The findings of the thesis reveal that all the unions have started to face up to the challenge of falling youth unionisation (by applying the advice put forward in literature on youth and health communications, and union recruitment literature). However, the findings note that the unions have applied the advice to varying extent, with Sveriges Ingenjörer being furthest ahead. In addition, the findings illustrate that the unions seem to be responding to the challenge of a changing media usage amongst youth. Yet, the researcher believes that the unions might do well in exploring a more participatory style of communication, since youth today have started to expect a higher degree of participation in their communication online. The findings also highlight that both Kommunal and HRF seem to be facing tougher challenges than Sveriges Ingenjörer in communicating with youth for the purposes of recruiting them because of differences between the sectors the unions organise.Finally, the findings reveal that the unions communicate with youth in accordance with Olson’s theory of logic of collective action (Congleton, 2015), which highlights that individuals will only join a union if there is an individual gain to offset the union fee.