Trade unions must match the digital experience provided by other organisations to build towards the future according to the Trade Union Congress (TUC’s) Antonia Bance.

Ms Bance, the TUC’s head of campaigns, communications and digital, was speaking about the importance of unions adopting a digitally orientated approach at the Irish Congress of Trade Unions (ICTU) Friday Briefing event in mid-October.

She said an effective digital approach was crucial to reaching younger workers and encouraging greater engagement with unions. “Digital is as much about culture, practices and processes as technology, enhanced communications and research capabilities can be used to tailor campaigns,” she said.

Ms Bance also said practical changes to methods of recruiting members could make the everyday work of unions more efficient and provide a simpler and more enjoyable experience for members.

Speaking after the event, Fórsa's communications officer Niall Shanahan said “Antonia presented us with a formidable challenge, one that unions need to face realistically. Union members need to be able to have a digital relationship with their union on a par with their relationship with their bank or favourite online bookstore.

“The event provided useful and interesting insights into how to reach members on different platforms, and how to tailor both communications and general operations. 

“While every member values the direct contact they have with a union official, that relationship must be complemented by a responsive digital experience. The future is already here, unions need to own the digital space. We're not there yet,” he said.