Top Scoops

Book Reviews | Gordon Campbell | Scoop News | Wellington Scoop | Community Scoop | Search

 

Unite Union Employs Slick Marketing Techniques


Unite Union Employs Slick Marketing Techniques

By Keira Stephenson

UNITE union secretary Matt McCarten hopes to bring the union movement kicking and screaming into the 21st century by employing the slick marketing techniques used by big business.

With their SupersizeMyPay campaign, UNITE turned the Mc Donalds slogan back on its branders and used it to draw thousands of low paid workers to the cause, resulting in the raising of the minimum wage to $12 three days ago. (File Image of Matt McCarten by Joseph Barratt)

McCarten is scathing of some of the old union tactics which he says concentrated only on the workers on site and paid no attention to Public Relations.

“Supersizemypay was about winning over the public,” he says.

Until recently, trying to unionise casual, low-paid workers was put in the “too hard basket” by most unions.

People on a minimum wage who may only be in a job for three months, couldn’t see any point in joining, he says.

“Other unions said it couldn’t be done, but we are the only union which has grown,” he says, pointing to the 1000 Restaurant Brands’ workers who have joined the union in the last 10 days.

Restaurant Brands is the parent company of many fast-food outlets such as KFC and Pizza Hut.

McCarten credits UNITE’s growth to its “powerful campaigning organisation” and also the “world first” collective agreement allowance which is his brain child.

Under this new agreement, instead of workers struggling to pay union fees, Restaurant Brands now pays their union fees for them.

McCarten has managed to secure this by claiming union-negotiated collective agreements as intellectual property which the company must pay to use.

If they don’t acquiesce he says he is able to bring in volunteer employment negotiators from Grey Power for every single worker before they sign their employment contracts.

He believes that the spectre of having to listen to a retired person with nothing better to do than negotiate all day has put fear into the hearts of company managers.

He is confident that McDonalds will also agree to pay a collective agreement allowance.

ends

© Scoop Media

 
 
 
 
 
Top Scoops Headlines

 

Scoop HiveMind Project: Universal Basic Income - Are We Up For It?

This is an opportunity for you as one of the 4 million potential funders and recipients of a Universal Basic Income to collectively consider the issue:
1. Is UBI is a desirable policy for New Zealand; and
2. How should a UBI system work in practice. More>>

ALSO:

Lyndon Hood: National Announces Plan To Hit Youth With Big Mallets

The National party has announced its youth justice policy, which includes a controversial plan for recidivist serious youth offenders to be hit over the head with a comically large rubber mallet. More>>

ALSO:

Lyndon Hood: This ->

It's been brought to my attention that Labour's new campaign slogan is "Let's do this". A collective call to action. A mission. I myself was halfway out of the couch before I realised I wasn't sure what it was I was supposed to do. More>>

ALSO:

Scoop Hivemind Report: What New Zealanders Think About Affordable Housing

Ordinary citizens have had very few venues where they can debate and discuss as to what they believe has led to the crisis in affordable housing and how we might begin to address this. The HiveMind on affordable housing was about redressing the balance. More>>

ALSO:

New Hivemind Exploration: Opening The Election - Freshwater Quality

This is an opportunity for you as one of the 4 million guardians of our common water resources to help us find mutually agreeable solutions to the critical task of collectively managing these resources for health and sustainability. More>>

ALSO: