Bob Oedy is the author of Bigger Labor and the Green Career Ladder.
What should organizers be doing that they are not doing right now?
Bob: There are a lot of organizers that, let’s face it, aren’t organizing. They’re doing a lot of things, dispatching, grievance handling, servicing existing members, compliance, but they’re not organizing. This is especially true in areas where organizers are expected to do two duties, ie: Business Rep./Organizer. In their defense the two responsibilities are entirely different and require specialized skill sets.
In my opinion too many organizers are not following through with the people doing the work in their area. In other words while they are excellent at making initial contact, they fail to gather enough information and put it into a database so they can stay in touch. Here’s why it’s so damaging to the labor movement. The average construction organizer lasts just 2.3 years (according to survey conducted in 2007) after that he or she returns to work with the tools. The information is in that person’s head not passed on to the next organizer so the cycle continues. They keep attempting to organize the same individuals with little success and it leads to burn-out.
The contractors and candidates get frustrated because they made contact and expect results but nothing happens. They fall through the cracks and assume the union doesn’t want them in membership. Initial contact rarely leads to lasting success. Relationships are grown over time. Trust and respect is earned not discovered.
What new tactics have you developed since writing the book?
Bob: The downturn in the economy has changed everything. I’m using reverse psychology in my direct marketing to contractors. For instance I recently mailed out a letter to 700 electrical contractors asking them to refer their recently laid-off workers. It resulted in a flurry of calls. It was just so different than anyone had tried in the past and they inquired about it. It lead to some interesting conversations, one contractor signing and some struggling contractors deactivating their license and becoming members
I’ve embraced Salting on a larger scale as well and have greatly increased the number of targets. In the past we provided a list of up to 10 contractors to apply at. I’ve developed a list with over a 160 targets and encouraged members to apply via Craig’s List and Monster.com. At a time when many people are losing their homes we want to expand opportunities for union members. Allowing them the option to Salt accomplishes this.
How have you successfully used social media in organizing?
Bob: One of my mentors has been Arthur B. Shostak, the author of Cyber Union; Empowering Labor Through Computer Technology. We met at the Meany Center when I was studying for my bachelors degree. He opened my eyes to the potential that social media offers our movement. Its lead me to experiment with websites, blogs, email newsletters, online video, LinkedIn, Facebook, Twitter, etc.
In the last four years there has been a tenfold increase in candidates providing email addresses. I’ve been gathering email addresses along with snail mail addresses, phone numbers, level of experience, educational background, state-certifications, etc. and placing this information in a database. Each initial contact leads to an invitation to join my LinkedIn Network, an email explaining the process for becoming a member, and addition to our Local’s email newsletter. Through LinkedIn, Facebook, and Twitter they have access to me 7 days a week.
