"Trade unions are facing problems in attracting young and well-educated people and this challenge is increasing as educational levels are rising. In many cases, a perceived increase in individualisation has resulted in trade union recruitment strategies which are increasingly oriented towards the needs of individual members. Starting from a brief discussion on individualisation and the use of market orientation methods in a trade union context, this article aims to describe how Sif, a major Swedish union, has developed a strategy that targets individuals and specific member groups. Reflecting on lessons learned from the strategy development process, the article concludes with a discussion on alternative strategies for the development of a service portfolio and recruitment activities targeting individuals and specific groups of employees."

Support: Paper