Daggy shirts, daggy slogans? marketing unions to young people

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Title Daggy shirts, daggy slogans? marketing unions to young people
Author Bailey, Janis Mary; Price, Robin; Esders, Lin; McDonald, Paula
Journal Name Journal of Industrial Relations
Year Published 2010
Place of publication United Kingdom
Publisher Sage Publications Ltd.
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. 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.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1177/0022185609353984
Volume 52
Issue Number 1
Page from 43
Page to 60
ISSN 0022-1856
Date Accessioned 2011-01-27
Language en_AU
Faculty Griffith Business School
Subject Business and Management
URI http://hdl.handle.net/10072/36853
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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