The power of union organizing and engagement is even more crucial in today's ever-changing world. With 2025 bringing new challenges for workers to face, due to the shifting dynamics in the labor sector, unions must find innovative ways to amplify their voices, mobilize members, and drive meaningful change.
The good news? Digital tools are now providing the support unions need. From social media to dedicated apps, technology has opened new pathways for unions to connect, engage, and organize like never before. These tools expand the reach of union efforts, make it easier to rally support, stay informed, and unite workers, no matter where they are.
Social Media as a Movement Amplifier
Social platforms like X (formerly Twitter), Facebook, and TikTok have become powerful tools for union organizing, serving as virtual megaphones to amplify their efforts. Hashtags, viral content, and real-time updates help unions reach broader audiences and inspire solidarity beyond their immediate circles. However, social media has limitations. As unfortunate as it is, unions often find their posts buried under the distractions that social media algorithms promote. Worse, union members are now discovering that these social media platforms are profiting off their users, which has begun making some unions shift towards more secure methods of communicating.
To succeed, unions must balance social media engagement with secure, direct communication channels to ensure their messages reach the right people.
Private Messaging Apps are Being Used as Dedicated Communication Tools
While apps like Signal and WhatsApp are becoming mainstays in informal union organizing, they are not ready-made for unions. Where unions need more functional features, such as location sharing and benefit services, apps like these aren't designed for this purpose. While these communication platforms are great for quick discussion, they are not the all-in-one solutions unions need.
Dedicated Union Apps for Member Engagement
Apps are great ways to engage with members by funneling all information and communication in one place. Apps like Union Strong by Patter - a branded app created just for unions - are the solution. Unlike expensive one-off custom apps, Union Strong App offers an off-the-shelf, secure, cost-effective solution specifically designed to meet the unique needs of unions. The app ensures that union members can easily access vital information such as benefits information, healthcare, and meeting information, no matter where they are.
Union apps are gaining traction because of their accessibility, especially when considering that over 90% of people own a smartphone. The ability to instantly reach members through push notifications makes it easier than ever to communicate important updates and actions. For union members working in the field, the convenience of having everything on their cell phones is key, especially since studies show the average person checks their phone over 96 times per day. Union Strong App ensures your members stay informed, engaged, and connected, no matter where they are.
The Benefits of Technology for Engagement
When used effectively, technology offers several benefits that are reshaping union dynamics, such as:
Boosted Participation: Union activities like meetings, surveys, and campaigns can now take place online, enhancing accessibility for members who might struggle with in-person attendance.
Real-Time Coordination: Instead of waiting weeks or months for updates via newsletters, members receive information instantly through apps like Union Strong, emails, or social media. This capacity has been critical during strikes or time-sensitive campaigns, where rapid updates are essential.
Data-Driven Decisions: Unions can use data to drive smarter decisions for campaigns and organizing. By analyzing participation trends, they can fine-tune their outreach to better connect with members and meet their needs.
The Road Ahead: Unions Embracing Technology for Greater Impact
As unions look to the future, technology will remain essential in driving successful organizing and outreach efforts. Here are three key trends shaping the path forward:
Blended Organizing Strategies
The most effective organizing combines the best of both worlds—traditional in-person methods and cutting-edge digital tools. Experts agree that hybrid approaches will deliver the strongest results.
Data-Driven Campaigns
By leveraging real-time data such as event attendance, app usage trends, and poll results, unions can make smarter, faster decisions. Sharing this information within teams through easy-to-use platforms empowers unions to adapt negotiation strategies and respond effectively to critical moments like contract disputes.
Sharing Winning Strategies
Collaboration is key. A successful organizing approach used by a Florida local, for example, can quickly be shared across unions, from district to district and nationwide. This exchange of proven strategies helps union leaders tailor and implement effective tactics for their regions, fostering collective wins across the movement. With technology as a driving force, unions are poised to amplify their impact and achieve greater success in the years ahead.
A Future of Stronger Voices
Technology is making organizing more scalable, efficient, and inclusive, providing a louder platform for union workers to tell their stories and demand fair treatment.
The question is no longer whether unions should adopt technology, but how they can do so responsibly while ensuring no member is left behind. As memberships lean towards a youth movement, and smartphone use rises, building a robust tech-forward community allows unions to not only prepare for the future but also help bridge the gap from the traditional means of organizing towards a safe, secure, and agile organizing effort that will define tomorrow’s movement.
If your union is searching for a comprehensive communication tool, Union Strong is here to help. Contact us today to learn more about how we can become a support pillar for your local members.