do members' services packages influence trade union recruitment?

Industrial Relations Journal ISSN 0019-8692 S3.00

Do members’ services packages influence trade union

recrui trnent ?

Simon Sapper

This article details a study of selected new members who joined a white collar professional trade union between 1st January and 30th September, 1988. The study examined the factors which motivated applications to join, especially with reference to a Members’ Services Package.

The study indicated that there were appar- ently no distinctive characteristics of those who regarded this Package as a ’very important’ or ‘important’ ‘reason for joining the union to differentiate them from new members in general. Given the increasing emphasis placed by trade unions on using Members’ Services Packages as an aid to recruitment, this finding has practical implications for unions using this strategy.

As a result, the following steps are re- commended:

a. More detailed research work, using more refined controls and sample;

b. A cost benefit review of the Members’ Services Package;

c. A review of the union’s recruitment strategy.

Introduction There is a line in popular mythology that suggests that increasing share and home ownership, plus the growing availability on a private basis of items such as Healthcare,

0 Simon Sapper is a fulI-time National Officer for a TUC affiliated trade union.

are changing the determinants of union membership, and the class characteristics of union members themselves. This article considers the contributions of a Members’ Services Package to aiding recruitment to trade unions. Indeed, it was intended that the results would provide some of the answers sought by Rentoul, in his assess- ment of trade union membership from an individualistic perspective in M e and M i n e [ l ] . The work used as its basis a survey conducted amongst new members of an independent white collar TUC affiliated trade union of about 90,000 members in both private and public sectors.

At the outset, it should be made clear that the issues of recruitment and retention are two distinct matters; this survey covers only the former. The number of unions offering packages specifically as part of the recruitment package has increased sharply throughout the 1980s. The dearth of work on their contribution is therefore surprising given historical importance attached to services such as legal representation, professional indemnity, pensions advice, and, more recently personal insurance, personal loans, and discounts on holidays and a range of other purchases[2]. Trade unions are

Do members’ services packages influence trade union recruitment? 309

investing considerable financial, organis- ational and ideological resources in members' services without a firm basis for so doing. There is at best an educated hunch that the provision of such services has a pay off in increased membership. Can this be subs tan tia ted?

For the purposes of this study, it is important to note that the union concerned commenced an agreement with a financial institution in 1985 for the latter to provide a range of facilities for union members including insurance services, financial services (including mortgages and personal loans), and financial counselling. These facilities were advertised extensively in the union's journal, which is sent to each individual member 15 times per year, and through publicity and recruitment material.

The volume of literature on determinants of trade union membership is considerable. Ideology, size of employing establishment, union membership density and anxieties about the future have all been cited by Goldthorpe et a1.[3]. Mercer and Weir[4] and Bain and Price[5]. Bain, Ellis[b] and others have investigated the connection between the numerical and geographical size of establishment and density of membership and many psychological explanations have also been advanced: from this introduction, it can be seen that this work seeks to rectify some of the scarcity of research into why people join unions that has been identified by Guest and Dewe[7]. In particular, it builds on Klandermans' "expectancy theory" explanation, namely that prospective union members evaluate to some degree the advantages that they will individually benefit from as a result of membership[8]. In the USA, Bakke[9], Cooke[lO], Hirsh[ll], Faber and Saks[l2] and LeLouarn[l3] have all suggested to varying degrees in their economic explanations of the union joining process that cost benefit analysis by the potential members plays an important role. This avenue appears unexplored by UK authors and is particularly important given the presen- tation of Members' Services Packages as a benefit and the emphasis placed on such packages by the TUC in the Special Review Body's second report[l4].

Methodology Given the above theories of the determinants of union membership, the sample itself was

carefully structured. New members were identified with a period of 9 months being decided upon as a reasonable length of time over which recent joiners could recall their reasons for wishing to become members. In other words those who joined between 1st January, and 30th September, 1988. There was then the need to control for factors such as ideology, size of employing establishment, union membership density and fears for the future.

The influence of personal and job related elements such as age, gender, and occupational status was uncontrolled in the con- struction of the sample. However, the questionnaire did allow the distribution of these factors to be assessed.

New members for the 9 month period were then crudely filtered through a number of screens. National Officers of the trade union concerned were asked to identify which of the groups of members for which they had responsibility fulfilled all of the following criteria:

a. density of membership between 50 and 70%;

b. number of employees working at the establishment in question to be more than 250, but less than 1,000;

c. members concerned to be employed on one site only;

d. an absence of pressing local issues.

The first of these criteria is a device for controlling the influence of peer group pressure on union growth, which can exist in areas where there is a high (ie. 90% and above) membership density. It was intended to set density parameters which would indicate a degree of local union organisation but still leave scope for the impact of the provision of a Members' Services Package to be shown in density terms. The second and third criteria, the limitation on establishment size and location, are attempts to control structural pressures on union membership. The final screening criterion, 'an absence of pressing local issues', is an attempt to eliminate areas of membership where specific local conditions had appeared to produce an increase in membership. This rather nebulous definition was responsible for removing large areas of membership from consideration because of strong local fears over redundancy or privatisation.

Three points for clarification should also be made: firstly, the range of 250 to 1000

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employees on site was somewhat arbitrarily decided upon. Secondly, there is distinction between those employed on the same site and those employed at the same site eligible for membership of this particular union. By concentrating on the number of employees rather than the number of a specific union’s members or potential members, the survey aims to control for the ambient ’spirit’ pre- sent on a particular site.

Thirdly, and most importantly, the conditions imposed on the sample are designed to allow the influence of members’ services in aiding recruitment to be most clearly shown. If members’ services fail to make a positive impression in these most favourable of conditions, then serious questions must be raised against the ability to do so in an uncontrolled sample.

Computerised records of membership in those areas which fulfilled the criteria were examined and those individual members who fulfilled the criteria were identified. The sample thus derived was 211. Each member of the sample was sent a questionnaire which had been refined after a pilot exercise. The questionnaire was structured so that respondents first had to answer a series of closed questions, such as gender, place of employment, grade, previous union membership and activity, before being able to give their opinions in response to later questions. Respondents were asked to identify how important certain factors were in their decision to join the union. Such factors included peer group pressure, financial services, representation, fears for their future, pay and conditions and the ability to partici- pate in wider campaigns. This allowed the relative importance of these factors to be drawn out.

The total number of the sample who, after two reminders, had returned questionnaires was 141, or 66.8% of the original sample.

The statistical package Statgraphics was used to carry out the statistical analysis including frequency tabulations, cross tabulations, Chi squared tests, and where appropriate, multiple logistic regression analysis.

A substantial part of the analysis concen- trated on providing the frequencies and relative frequencies of responses to each question in tabulations and cross tabulations to provide a clear picture of the distribution of the responses in the sample as a whole.

In some cases, the Chi squared statistic was used to test for any associations between

selected variables of interest. Where the relationship of an outcome

variable with more than one explanatory variable was investigated, multiple regression was used as the appropriate statistical technique. In these instances, the outcome variables were dichotomised into two possible outcomes, since they did not have a continuous normal distribution. As a result, multiple logistic regression was the appropriate regression model.

For purposes of validation, the sample was juxtaposed with an analysis of the total number of new entrants into membership of the union over the period in question. As a result of this, it is possible to be assured about the sample being an accurate reflection of the population as a whole.

Also of importance, however, are the characteristics of the non-responders, who comprised 33.2% of the sample. These tend to exaggerate the discrepancies between respondents and the total union membership in the areas of discipline of employment, which one would expect. However, consideration of the non-responders brings the sample more into line with the total membership on the basis of gender.

It is encouraging that the geographical distribution of non-responders is in keeping with that of responders, and, broadly speak- ing, so too is the distribution between branches. However, note must be taken of the large number of non-responders on whom no information on discipline was available-28.9%, or 20 of the sample popu- la tion.

Results Respondents were asked to identify whether variables were a ’very important’ factor (VI), ’important’ (I), or ‘not very important’ (NVI) influence on their decision to join the union. Table 1 shows the resulting cross tabulation, with pay and conditions clearly dominating the range of influences.

A series of cross-tabulations was conducted using all respondents. The purpose of this exercise was to establish the extent to which independent variables, such as gender, geographical location of employment, previous union membership and grade of employment, explained the propen- sity of individuals to join the union for various reasons (including pay, and conditions, peer group pressure, legal and


Table 7: Cross-tabulation of reasons for joining-against importance attached to each reason

Reason

Very Not very No important Important important response A&B

A B C D O/O

Pay and conditions 92 38 5 6 92.2 Legal assistance 58 50 15 18 76.6 Assitance with grievances 3s 5s 24 21 68.1 Fears for the future 33 51 31 26 59.6 Pensions and tax advice 60 1s 40 23 55.4 Peer group pressure 16 56 47 22 51.0 Ideological commitment 19 40 56 26 41.9 Wider campaigns 5 26 78 32 22.0

N = 141

financial services, representation). The variables were also classified binominally to allow logistic regression analyses to be undertaken.

Cross tabulations and Chi squared tests suggested that there were few significant associations and no interactions between the factual details relating to individuals and the reasons given for union membership. Tables 2 and 3 give more detail on the limited associations that were revealed.

Table 2 based on observations from the sample as a whole summarises the importance of various factors in determining union membership. This shows the direction of the relationships identified between Pen- sions and Tax Advice and a number of variables. Logistic regression could be used to test further these relationships, expanding on the principles used to look at the group of respondents who were attracted by the Pension and Tax Advice variable, to apply to all respondents.

The survey was particularly concerned with members’ services, especially financial services, in aiding recruitment. A series of cross tabulations was therefore conducted to identify any distinctive characteristics about those who attach such importance to this variable, and also to whom such members’ services would appeal. The only differences in terms of all variables examined between the group who considered members’ services important and the group who consider this factor unimportant or did not respond to this question were that the group who con-

sidered this variable important also tended to classify the provision of (a) personal and (b) legal advice as more important than the latter. This is not surprising since these services are of a very similar nature. There are some smaller differences which suggest that those respondents based in the south (ie. south of the Wash-Severn line) appear less likely to be interested in financial services offered by the union than their north- ern counterparts. The same tendencies can be detected in certain disciplines with arts, libraries, information, psychologist and archaeology grades appearing not keen on members’ services. One other tendency revealed by this comparison is that those who consider pensions and tax advice important are more satisfied with the union generally and are also more likely to have ’fears for the future’.

The strength of these relationships were tested in a series of Chi-squared tests the results of which are set out in Table 3. These results do not confirm the statistical significance of the tendencies outlined above, but reveal a strong association between the three different members’ services-pensions and tax advice, advice on personal grievances and legal assistance- included in the survey as representative of the Members’ Services Package under evaluation. Some association is also revealed between those regarding pensions and tax advice as a motivating factor for joining the union and those responding favourably to Peer Group Pressure.

312 Industrial Relations journal

Table 2 : Relationships identified b y logistic regression

Variable Relationship

Gender Women were more likely than men to think that pensions and tax advice, advice on personal grievances, and legal advice in cases of industrial injury were important. No association was found between any grade and importance of the members' services package. People with a history of trade union membership were more likely to consider these services important than those without previous membership. People actively seeking information about the union were more likely to think that pensionsltax advice and legal advice in cases of industrial injury important than people who did not seek information about the union. However, this relationship does not hold for advice on personal grievances, where people who did not actively seek information are more likely to consider this important. People who were approached to join the union were more likely to think that all three services under evaluation were important. The only relationship identified was that Telecommunications Technical officers were more likely than other disciplines to consider legal advice in case of industrial injury important.

Grade

History and union membership

Activi tylpassivity

Presence of approach to join the union

Discipline of employment

Table 3 : Chi squared results f o r the association of personal grievancesllegal advice variables

wi th pensions and tax advice

Variable Chi Degrees of squared freedom

Advice on personal grievances 9.232 1

Legal advice 23.185 1

It therefore appears that the popularity of all these services are inter-related, and maximum satisfaction with the package of services under evaluation will be gained from including all three services when plan- ning such a package. The implications of this are considered below.

Discussion Table 4 shows most respondents have not used the union's members' services and yet are none the less satisfied with the

performance of the union. One explanation of these figures could be a lack of awareness of these services existing, despite the publicity referred to above. Cross tabulation of those who considered pensions and tax advice very important or important with the total set of responses to these two factors reveals no significant variance with the sample as a whole which indicates that those not regarding pensions and tax advice as important are either unaware or uncon- cerned.

However, the picture is not clear. Although Tables 2 and 3 indicate that an 'identikit' approach (ie. constructing a members' service package out of various com- ponents in order to appeal to certain groups) can be used specifically for members' services, the fundamental conclusion is that there is a low level of interest amongst new members of the union with regard to these services. How in turn can this be explained? The question of the validity of the sample has been dealt with. This leaves three further possibilities, which are not necessarily mutually exclusive. These are:

Do members' services packages influence trade union recruitment? 313

Table 4: Distribution of response according to respondents‘ use of the union‘s members‘ services

use of services expectations met would recommend Response No. Y O No. YO No. YO

Yes 15 10.6 49 35.0 102 72.3 No 108 76.6 30 21.5 18 12.8 No response 18 12.7 62 44.5 21 14.9

Total 141 100.0 141 100.0 141 100.0

1. a lack of awareness of the services, 2. a failure to ask the ’right’ questions in

3. apathy on the part of members.

Apathy can in itself be explained in two ways: members may feel that the services are of value even if they do not choose to use them or, alternatively, if the services are not regarded highly. The problem for this last perspective is that very few of the population actually express dissatisfaction with the union, including the availability of members’ services.

However, as the sample placed ’pay and conditions’ as by far the most powerful motivating factor for them joining the union, and as this in turn suggests a degree of crude cost benefit analysis on their part, then complaints should be expected from members who are aware of the existence of these services on the basis that their subscriptions are being used to finance a service that they do not use.

The absence of such complaints is in itself not conclusive. It still does not indicate whether new members intend to use these services at some stage in the future, or whether they are simply not aware of their existence. But i t does enable us to conclude that:

1. If members’ services are to be an effec- tive part of recruitment initiatives, publicity must be greater in volume and better targeted; Future research work needs to be conducted to refine and evaluate the trends and results suggested by this survey, and to identify what services are to be provided;

3. If the results of this future work are similarly discouraging about the contribution of members’ services to recruit-

the questionnaire, or

2.

ment, then serious consideration should be given to withdrawing certain services currently provided.

Theory and expectations: some concluding remarks

The results appeared to confirm many of the determinants of union membership identified at the start, even given the attempt to control some of these determinants. For example, Peer Group Pressure achieved high levels of importance generally and an inverse relationship between pay and conditions and grading level was in evidence. However, the results show that the dominant reason for union membership is pay, with the pay and conditions variable scoring most highly in most cross tabulations. The statistical tools used do refine the understanding of the importance of members’ services to potential new members quite considerably. In the area where this survey was attempting to fill in some of the spaces in union growth theory, the results suggest that the effort and money being ploughed into financial packages may be misplaced. Members’ services generally are not at the forefront of potential members expectations or requirements, and for those for whom it is a factor, the results indicate a low usage rate. This does not support the TUC Special Review Body‘s second report[l4] which asserts that “union services are appropriate and attractive . . . and can contribute significantly to the attractions of becoming a union member,” and contrasts interestingly with the findings of the British Social Attitudes survey which reports greater emphasis on protection, members‘ services and ideological commitment to trade unionism[l5]. These findings do however, fit comfortably with the argument put forward by John Kelly in his ‘Trade Unions and

314 lndustrial Relations Journal

Socialist Policies’[l6]. But, any new research work could benefit

from using an additional filter at the control stage-that of age. There would be an obvi- ous application in assessing possible explanations for those citing pensions as an important factor. Inclusion of two more independent variables may also yield useful results:

Nature of work (ie. individual or team orientated), and Employing sector (eg. public or private, and if public what security classification may be attached).

Chi squared tests show that people responding positively to one type of members’ service will also respond positively to another. However, the logistic regressions indicate that among the respondents, the service-friendly new member has only vague tendencies towards a set of distinctive characteristics over the randomly selected new member. Moreover, the results do not indicate particular characteristics of service- hostile or service ambivalent new members. Nor do the results dissect or identify the reasons for a like or dislike of services.

The reason why services are not thought of enthusiastically by some is potentially of great importance. A successful recruitment strategy depends on appealing to potential members and therefore needs the flexibility to tailor messages for particular audiences. It may not be appropriate to include ”pension and tax advice” if the type of advice is inappropriate or unappealing. For example, would the response to this variable be more positive if emphasis was placed on pension advice for women wishing to maintain their reckonable service while on Maternity Leave? This survey cannot reveal the answer.

The results are therefore useful, but limited. Using the existing sample, individuals could be revisited to scrutinise in greater detail their use and knowledge of members’ services, their expectations of the service provided including whether they provided ‘value for money’ and what contributions such services made to retaining members. It is this last element that could be particularly important if members’ reasons for leaving the union are as pay orientated as their ones for joining.

Acknowledgement This work would not have been possible without the assistance of members of the Union concerned who gave up their time to respond to various requests for information.

The author wishes to thank Joan Burleigh, Madge Curran, Sharon Ellingham, Valerie Ellis, Ian Kessler, Shirley Wilson and particularly Beverley Fitzsimons, (Editorial Assist- ant at the Department of Community Medi- cine, St. Thomas’ Hospital, London), Olia Papacosta, (Statistician at the Royal Free Hospital, London) and John Kelly at the LSE for their invaluable support.

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do members' services packages influence trade union recruitment?

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