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

Author

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  • Hans Björkman

    (Senior Strategist, Sif, and Senior Researcher, FENIX Centre for Innovations in Management, Chalmers University of Technology, Göteborg, Sweden)

Abstract

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.

Suggested Citation

  • Hans Björkman, 2006. "Targeting individuals and specific groups of employees: an emerging trade union challenge," Transfer: European Review of Labour and Research, , vol. 12(3), pages 315-332, August.
    • Handle: RePEc:sae:treure:v:12:y:2006:i:3:p:315-332
    DOI: 10.1177/102425890601200304
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    References listed on IDEAS

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    1. Patricia L. Rees, 1998. "Marketing in the UK and US Not-for-Profit Sector: The Import Mirror View," The Service Industries Journal, Taylor & Francis Journals, vol. 18(1), pages 113-131, January.
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