| In an age when nearly every single employee has his | | | | the ten most popular websites in the world. What |
| or her own mobile device-be it a smart phone, PDA | | | | that translates to is that many, if not a large majority |
| or mobile computer-it is now easier to get in touch | | | | of employees, are actively participating in these online |
| with each other than ever before. As management | | | | social networks. They're talking about their |
| you have to know this, as you can be sure the union | | | | workplaces, venting, and commenting. If the |
| heads have already figured this out. Today's unions | | | | company does not respond, but a union organizer |
| are stepping into the mobile communication world, | | | | does, those employees will gravitate toward the |
| and they are doing so rapidly. No longer do unions | | | | person listening to what they have to say. |
| have to organize meetings via the break room. | | | | Atlanta-based Projections, Inc. produces websites for |
| Instead, mass emails can be sent, Facebook groups | | | | companies that allow them to take advantage of |
| can be created and Twitter can be used to raise | | | | electronic delivery to reach employees. The product, |
| awareness of union activities. In what used to take | | | | called "UnionFree.com" is designed for pro-active |
| days, or weeks, to gain awareness via leaflets can | | | | companies to communicate their union free |
| now be done in a flash. | | | | philosophy, and the reasons behind it. The sites often |
| If companies continue to communicate a union-free | | | | include a message from upper management, which |
| philosophy via outdated tactics, chances of stopping | | | | may change weekly, or even daily. Beyond that, the |
| a card signing campaign are greatly diminished. The | | | | highly interactive websites provide calculators on how |
| internet has overtaken television as the preferred | | | | much dues may cost, the true cost of a strike, even |
| medium of communication and management needs to | | | | a wage and benefit calculator that helps employees |
| take advantage of this fact. Once an employee | | | | and their families understand what their full |
| decides to become involved with an organizing drive, | | | | compensation package means. In the past, when |
| the union will try to gain access to that employee's | | | | companies provided these compensation statements, |
| co-workers. With unions utilizing all of the current | | | | they were a piece of paper, handed out by the HR |
| technologies, they gain instant access to the email | | | | Department. Today, this interactivity makes the |
| addresses, phone numbers and social networking | | | | employee an active participant in maintaining a |
| sites of these potential members. This allows the | | | | union-free environment. Projections notes that when |
| unions to bypass the traditional amount of time it | | | | spouses and families understand the true facts about |
| would take to gain access to their circle of friends in | | | | unionization, the cost of dues, the risk of strikes, |
| the workplace. | | | | even the simple fact of where dues money goes, |
| Unions have embraced social networking and | | | | they often play a powerful role in the decision of |
| electronic communication for the simple fact that | | | | whether or not to support unionization. |
| these tools simplify communication. The old ways of | | | | If companies today try to remain union-free with the |
| handing out flyers outside of the workplace | | | | same tactics they've used for 50 years, while the |
| presented a much larger hurdle - different shifts, | | | | opposition uses the latest technologies, they'll find a |
| different departments - a challenge, to be sure. With | | | | distinct disadvantage. Making the assumption that the |
| the advent of smart phones, PDA's and social | | | | union organizers are uneducated or don't know how |
| networking sites, it's virtually impossible to keep union | | | | to set up a web page on Facebook a MySpace |
| organizing movements out of the workplace. | | | | account or a Twitter site dedicated to a corporate |
| Currently under development is a "sign as union card" | | | | campaign is a serious mistake. If upper management |
| Facebook application. There is already a | | | | thinks that unions are still organizing by whispering |
| Facebook-type site solely devoted to Trade Unions, | | | | over coffee in the break room, they are not seeing |
| that has over 2,700 registered users. So, the days | | | | the value of today's connectivity. Today, more than |
| when management could control access to | | | | ever, unions are making a push to gain power, |
| employees are virtually gone. But, as the saying goes, | | | | members and control. With the amount of populist |
| "if you can't beat 'em, join 'em." | | | | rage that many Americans are feeling, employers |
| Companies today are setting up shop with social | | | | must communicate. Employees need to know that |
| networking, blogs and microblogging sites. CEO's are | | | | joining a union is not a cure-all for what ails them. |
| communicating directly with employees and | | | | The good news is that management's message is a |
| companies are providing dedicated websites to reach | | | | positive one. Practicing great employee relations by |
| supervisors, employees and the all-important | | | | communicating with employees regularly can mean |
| secondary audience of spouse and family. Even more | | | | the company doesn't have to worry about |
| importantly, through these channels, companies are | | | | unionization or an underground card signing drive. By |
| able to gain access to candid feedback from | | | | beating organized labor to the online conversation, |
| employees who are active on these social | | | | employers can create an environment in which unions |
| networking sites. Facebook and MySpace are two of | | | | are unnecessary. |