Apple knew that before they put the iPad on the shelf they first needed to create awareness.

People were talking about it months before you could even buy one.

Some union organizers make the mistake of asking workers to join before they have sufficiently created awareness.

Agitation comes before organization.

So how does a union organizer create awareness?

You could try TV advertising (if you have a few million dollars to waste)

Or you could do what Apple did and create something worth talking about.

How far the conversation will spread depends on the quality of the story you create.

If you create a spreadable story – you won’t have to chase organizing leads – they will chase you.

Here are some suggestions.

• Engage workers at non-union facilities in a campaign to pressure management to give the same work for the same pay
• Engage retail workers in a campaign for respect for retail workers.
• Engage security officers in a campaign for a living wage
• Engage non-union health care professionals in a campaign for quality care.
• Engage childcare providers in a campaign for quality accessible childcare.

Agitational campaigns prior to an organizing drive give you an opportunity to engage non-union workers, build awareness and collect names and contact information.

WARNING: Once your agitational campaign gets off the ground you will feel the urge to ask workers to join your union. Resist. The right time will come.

If you ask people to join before you have demonstrated value or spread the campaign you will be seen as selfish and self interested.

SEIU is using this strategy with Stand for Security
Unite in New Zealand is using this strategy with Campaign for a $15 Living Wage

Leave a comment if you know of other unions engaging in this strategy to get leads to chase them.