Marketing unions to young people : recruiting and ‘rusting on’

Bailey, Janis, Price, Robin A., & Esders, Linda P. (2009) Marketing unions to young people : recruiting and ‘rusting on’. In Lewer, John, Ryan, Shaun, & Macneil, Johanna (Eds.) Labour, Capital and Change – Proceedings of the 23rd Conference of the Association of Industrial Relations Academics of Australia and New Zealand, 4 – 6 February, Newcastle, Australia.

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In light of declining trade union density, specifically amongst young workers, this paper explores how trade unions are servicing and organising young people. Our specific focus is the way in which trade unions market their services to the young. We use, as a lens of analysis, the services marketing literature and the concept of an ‘experience good’ to explore trade union strategies. Based on interviews with a number of Queensland union officials, it is clear unions see the issue of recruitment of young people as significant, and that resources are being targeted on the development of innovative strategies at least in some unions.

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ID Code: 26983
Item Type: Conference Paper
Refereed: Yes
Keywords: Union, Industrial Relations, Young Workers
ISBN: 978-0-986085-0-2
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Industrial Relations (150306)
Divisions: Current > Research Centres > Australian Centre for Business Research
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
Copyright Owner: Copyright 2009 (please consult the authors)
Deposited On: 27 Aug 2009 23:45
Last Modified: 10 Aug 2011 13:06

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