Day One: Know Your Audience.

There are many factors in creating an effective union avoidance communication strategy and they have to do with understanding your audience and on-time delivery of the right message.

If you're faced with a union organizing drive, of course you can call in all the big guns: attorneys, consultants, communicators, persuaders, you name it... but if you fail to understand these two critical elements of your union proof strategy, you're not likely to succeed.
  
Ten (or even just 5) years ago, most companies would define their target audience simply, as being limited to their employees. They might go as far as basic demographics: ethnicity, age, gender, etc. And while taking these factors into account is undoubtedly a vital component of effective communication, you'd be overlooking opportunities that could play a significant role in keeping the company union-free.

Expand your audience definition - include what employees are thinking, and feeling. What is their current knowledge level regarding unions? Are they likely to be receptive to messages about your union-free operating philosophy or is there some other factor – a local unionized company that just got big raises – that might color their perceptions?

Knowing those “soft demographics,” and beginning to address them can be a huge part of your success. How can you make employees more receptive to your union-free message? By communicating in small doses, with positive messages that begin as soon as a new employee joins your company.

Begin communicating your union-free message with a labor-relations focused orientation message for all new employees. This powerful and inclusive communication should welcome the new employee, and let them know that you value their input and the ability to speak with them directly.

For existing employees, the message should be more focused on the impact unionization might have on the company, and on them, personally, including their families. This type of “IceBreaker” brings the topic of unions to the forefront, and makes sure that the “u-word” isn’t taboo.  This also provides an opportunity for the company to get ahead of any potential problems and truly begin the process of creating a union proof environment.

Once you understand your audience – and your audience understands you - it’s time to get more action-oriented. All union organizing starts with card-signing and educating all employees on exactly what the card-signing process is can be the difference between remaining Union Free and getting a petition for election.  With the Ambush Election Rules in play, the timing on delivering a message on the importance and value of their signature is better served in advance of any actual card-signing. If you have the time (no known immediate organizing threat), this message can be delivered 2-3 months after showing the Icebreaker video, or after Orientation.

If you are in a more volatile situation, put these communication tools to work as you as possible.

Tomorrow, we’ll talk about an element of your union proofing strategy that can make a bigger difference than just about any other – what to communicate with Your First Line of Defense.