Creating powerful communication resources that help your company remain union free can provide you with peace of mind when a union organizing drive begins. According to research, one of the main reasons behind union formation is the gap between the management and employees’ perceptions of concepts such as equality and respect. Bridging this gap during a union organizing drive is crucial, and a UnionFree.com™ site can help you meet that need. However, the site will be of little use unless you can drive employee and their families to it. This sounds simple on the surface, but can actually require turning your HR team into effective internal marketers!
So, here are 3 outstanding ways to inspire your employees to visit – and return to – your UnionFree.com website, allowing you the opportunity to bridge the understanding gap and truly connect with those that make your product or service great:
Incorporate a Blog Into your UnionFree.com Website
Without regular maintenance and fresh content, campaign-focused websites become dull and static, leaving employees flat and unlikely to return. To offset this, incorporate a blog into your UnionFree.com site. Use the blog to build trust and a sense of community, which is essentially a sense of ‘we’ rather than ‘us vs. them.’ To keep the employee and family traffic coming, provide not just regularly posted content, but also elements that are useful, appealing, vibrant, informative and thought-provoking. Blogs are a valuable platform to reach out and connect. The (moderated) comments section of your blog is also a useful barometer of your employees’ opinions and sentiment, so be sure they have a way to comment anonymously.
Invite Employees and Family to Contribute Articles
Employees working for the same company tend to socialize outside the office, often with each other’s families as well. It therefore follows that if one or more of them were to contribute to your blog, you can invariably get some free word-of-mouth publicizing, as well as traffic to their blog post and to your employee-focused posts. Get your employee relations team to take an active and friendly interest in the comments that are sure to follow posts, and moderate and participate where necessary. If your management team is truly listening, a sense of community can be established, and the need for third party intervention all but disappears.
If employees seem reluctant to participate in this way, competitions are a surefire way to drive traffic to the website. Post details of your competition on the site. Then, get interactive, both online and off! Your competition can take the form of an online quiz, based on the benefits your company offers or a “scavenger hunt” on the union-avoidance information found on your site and blog posts. Or, choose a topic for debate and challenge employees to express their side of the issue. You could even incentivize with a reward to get them to get going on ideation for a specific, company-related problem. Post the winning entries on your UnionFree.com site blog.
Capitalize on the Popularity of Social Media
One of the great things about your site is that you don’t need or want to market the site to the general public, so keywords, search engine optimization and dozens of other techniques sites use to get found are irrelevant! You can focus your energy on your target audience, who already knows where and how to find you. If they don’t, educate them!
What social media platforms do your employees frequent? Whether it’s Twitter, Facebook, Instagram or any of the dozens of other opportunities, include a plan to share your site with employees on social media, even if you choose to password protect your UnionFree.com site. Provide a link and let them know who to go to for the access credentials. In a general sense, promote the content that they’ll find there, and share all content through your business’s social media profiles. Be sure you invite employees to follow the company on social media, including sites like LinkedIn. Link the company’s social media pages with each other.
As the discussion on campaign-ready websites continues, remember that creating a “dark” UnionFree.com site (95% ready to launch) can be a huge relief when an organizing drive does begin!
Finally, note that if you choose to author a blog during an organizing drive, you’ll want to make sure that everything you say in your articles is in compliance with the National Labor Relations Act (NLRA), to protect your company from Unfair Labor Practice charges.