Rise! Empowering Australian Workers through the Collective Spirit and Collaborative Energy of Unions

Introduction

The ‘Rise!’ discussion paper provides new insight into how unions can adapt to the modern operating landscape and emerge stronger than ever before. It provides innovative yet practical ways for unions to grow so they can more effectively empower Australian workers.

Contents

1. Introduction 1
   
2. About the authors 5
   
3. The operating landscape has changed irrevocably and rapidly 6
   3.1. Rapid advances in technology 6
   3.2. Changes to the way people communicate 8
   3.3. Shifts in the generations making up the workforce 10
   3.4. Changes to the way people work 13
   3.5. An influx of new and innovative competitors which are disrupting the landscape 15
   3.6. Climate change is happening, and its impact will be felt increasingly 17
   3.7. Shifting operational models of unions 17
   3.8. The impact of COVID-19 19
   
4. Focus on delivering powerful outcomes for workers 22
   4.1. Mobilise effectively to exert influence 23
   4.2. Deliver powerful, personalised, and timely value to each member 24
   4.3. Cultivate an engaged and active member community via formal and informal networks and connections 29
   
5. Transform to remain relevant 33
   5.1. Modernise union business and membership models to enable more effective delivery of powerful outcomes for
   workers and strong growth into the future 33
   5.2. Align membership frameworks with workers’ needs, wants and preferences to make it easy for workers to join 36
   5.3. Develop highly personalised offerings that deliver powerful value to ensure ongoing relevance to workers over
   their career journey. 38
   5.4. Adopt distributed member engagement frameworks that allow members to build and maintain strong communities 43
   
6. Strengthen key enablers to ensure success 46
   6.1. A visionary leadership team united by a shared understanding and passion for the purpose of the organisation 46
   6.2. The ability to convert a shared vision into a practical strategy 48
   6.3. Robust governance structures that provide the foundations for effective leadership 49
   6.4. Software that creates internal efficiencies and ensures consistently powerful outcomes for members 51
   6.5. A passionate, purpose-driven, culture throughout the organisation 53
   6.6. A structure that supports and prioritises effective organising outcomes 54
   6.7. A powerful branding and positioning strategy that positions the union for the future 56
   6.8. Proactive sales and marketing processes to ensure sustainability 57
   6.9. Robust financial management and reporting that usefully informs decision making and oversight 59
   
7. Focus on strategic membership growth 61
   7.1. Growth is easier when you prioritise retention 61
   7.2. Target recruitment to maximise the return on your efforts 66
   
8. Additional Information 70
   8.1. Frequently Asked Questions 70
   8.2. More Information 71

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Rise! Empowering Australian Workers through the Collective Spirit and Collaborative Energy of Unions

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