Date post: | 10-Apr-2017 |
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Government & Nonprofit |
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Young workers programmeAli Torabi, Digital Campaigner
The big pictureAimAll young workers have a better experience of work, by growing the number of young people who are union members, part of collective bargaining agreements or on a path towards membership.
How change will happenWe need to:1. Raise the profile and appeal of trade unionism amongst young people2. Make sure trade unionism works for young people
Make sure trade unionism works for young workers1. Innovation – more in a moment…2. Building organising capacity to find the next generation of reps &
activists 3. Improve the TUC’s young worker engagement 4. Showcase unions’ young workers campaigning and organising 5. Combat the digital crisis in trade unionism
Our target audience: Young Core Workers (YCWs)1. 21 – 30 yrs old2. Works in the private sector, typically a service-based job in one of three
groups/industries:− Retail (warehousing through to customer service; this group includes
vehicle maintenance and delivery companies) − Hospitality − Child or social care (in the private sector)
3. Full or part-time (not in full-time education)4. Low or average wages
The Good Innovation model
understand the challenge, the context, and
information that is already known
gather deep insight into young
core workers
generate and develop new
ideas based on our insight
improve the ideas through real-world
testing
Specific activities
LEARN
Stakeholder & expert interviews
Hunch workshops
Immersion day
Desk research
INVESTIGATE
Face-to-face friendship pair interviews
Insight development
Insight validation (YCW online panel)
Insight platform development
WhatsApp diaries
FIND
Co-creation sessions with YCWs
Idea filtering
Idea validation and build (YCW online panel)
Stretch and build workshop
Develop and write idea shortlist
Ideas workshops
EXPERIMENT
Step-by-step build
Test, learn, change
Test, learn, change
Test, learn, change
Test language and comms
Nov - Dec Dec - Feb Feb - Apr Apr - Jun
What we heard: headlines• Young core workers don’t feel an overall sense of injustice – they
feel fortunate• Comparative unfairness is a key exception
• Issues are felt with people rather than employers• Managers• Colleagues• Customers
• There are plenty of people who would speak out (for themselves, and not if change didn’t happen last time)
• A sense of futility is a massive barrier
Desperate Dan
“Losing my job makes me anxious about speaking out, I’m lucky to have a job there’s plenty of people who don’t and are ready to take your place”“who would listen to someone like me if I did raise something?”“My life is completely out of my control, I have no stability in life, no security - I’m only 26 is this it? Is it going to get worse?”
Progress Paula
“I’m really passionate about my work, I love helping people”“I can see how things could be run better at work but they just don’t listen to me”“I do just as much work as my boss but get paid way less”
Too Comfortable Tamara
“I feel lucky I can swap shifts so it seems ungrateful to complain about pay or holiday pay”“Unless it gets really bad it’s easy to stay and put up with things, it’s just convenient”“I don’t really think or speak about work when I’m not there”
Stop gap Steve
“This is just a short-term job, it’s not my career”“There’s no point in trying to change things, I won’t be here much longer”“I want to work on things that will benefit me in my future career”
Some needs we heardUnderstanding and awareness of the situation• I want to know what is right and wrong and whether I’m being
treated normally or not• I want to feel like I’m being treated fairly in comparison with
others
Some needs we heardDoing something to make change happen• I need to feel more confident in myself and my issue if I’m going
to do something about it• I want to feel safe and not worried if I speak out• I want to feel that things could change before I try to address
an issue
Some needs we heardGetting together with colleagues• I need to trust my colleagues before I share my thoughts with
them• I wish it were easier to get together with others• I want to feel like I’m not doing something wrong and wont be
treated differently if I share my thoughts and opinions with colleagues
• I need to feel there’s a benefit to getting together and sharing thoughts and opinions with colleagues
Some needs we heardIssues in their work and lives• I want to feel more in control of my life• I want ways of dealing with the stresses and pressures of work• I want to be treated with respect by my employer
How can you be involved?• Watch out for the results• Keep an open mind• Tell others that this work is happening• Get in touch if you’d like to know more and be kept in the loop