Union membership in Canada has been declining over the past four decades. In 2022, the percentage of employees who are union members fell to 29 percent from 38 percent in 1981. This decline has been partly attributed to the stagnant or outdated image of unions, which makes it difficult for some workers to relate to these organizations.
According to the union communication managers we spoke to, there is a higher tolerance for aggressive communication online. This phenomenon is fueled by the fierce competition among organizations vying for the fleeting attention of social media users.
Unions can unintentionally distort their online image by portraying their members in an overly positive way. Our research found that content praisingtended to generate more engagement, such as likes, comments or shares. As a result, some communication managers gravitated towards this type of content to increase online engagement.
However, not all the unions had fresh or engaging content to share regularly. As a result, their communications often became overly repetitive and focused on routine activities, such as union meetings, assemblies and the signing of collective agreements. This led to an exaggerated, caricatured online representation of the unions., as they were less likely to have new and interesting content to share consistently.
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