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  • Daggy shirts, daggy slogans? marketing unions to young people

    Author(s)
    Bailey, Janis
    Price, Robin
    Esders, Lin
    McDonald, Paula
    Griffith University Author(s)
    Bailey, Janis M.
    Year published
    2010
    Metadata
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    Abstract
    In light of declining trade union density, specifically among young workers, this article explores how trade unions recruit, service and organize young people. Our focus is the way in which trade unions market their services to the young. We use, as a lens of analysis, the services and social marketing literature and the concept of an 'unsought, experience good' to explore trade union strategy. Based on interviews with a number of union officials in the state of Queensland, it is clear that unions see the issue of recruitment of young people as significant, and that innovative strategies are being used in at least some unions. ...
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    In light of declining trade union density, specifically among young workers, this article explores how trade unions recruit, service and organize young people. Our focus is the way in which trade unions market their services to the young. We use, as a lens of analysis, the services and social marketing literature and the concept of an 'unsought, experience good' to explore trade union strategy. Based on interviews with a number of union officials in the state of Queensland, it is clear that unions see the issue of recruitment of young people as significant, and that innovative strategies are being used in at least some unions. However, the research also indicates that despite union awareness, strategies are uneven and resource allocation is patchy. While the research was carried out in one state, the results and conclusion are broadly applicable to the Australian labour movement as a whole, and have implications for union movements in other Anglophone countries.
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    Journal Title
    Journal of Industrial Relations
    Volume
    52
    Issue
    1
    DOI
    https://doi.org/10.1177/0022185609353984
    Subject
    Applied economics
    Business systems in context not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/36853
    Collection
    • Journal articles

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