ABSTRACT

Union identity is a highly contested and multiplex terrain. Union leaders aim at shaping a union's official, projected identity, but union identity is also shaped by actual union actions in the everyday efforts of numerous actors besides union officials. Taking stock of extant literature, we tease out relevant analytical dimensions along which union identity can be studied and compared. We highlight how certain macro-institutional, meso-organizational, and micro-quotidian forces affect the characteristics of these dimensions. We then analyse union identity and its appeal to different populations. Finally, we propose a comprehensive and original analytical scheme for union identity that incorporates the analysed elements. We indicate some challenges for the debate on union identity and appeal and trace strategies to overcome them.

Keywords: Union identity; union appeal; analytical framework; challenges for unions

INTRODUCTION

“Who are we?” and “What do we stand for?” These fundamental questions define the identity of a union (Albert & Whetten 1985). Answers reflect a union's core values and goals; that is, its “essence” (Hodder & Edwards 2015) or “very nature” (Hyman 2001: 1), and distinguish a union from other organizations and other unions (see, e.g. Ravasi & Schultz 2006). Self-referential meanings that constitute union identity are used to project union organizational patterns of actions (see Gioia et al. 2013) and to define union appeal among members to motivate their commitment, participation and activism to achieve union goals (Gall & Fiorito 2012). Moreover, union identity can appeal to a wider range of potential supporters, such as non-member workers and even non-workers, thus giving unions access to a wider constituency whose resources can contribute to a greater impact (e.g. Marino 2012; Scott & Lane 2000).

A better understanding of union identity and appeal may yield deeper insights into specific unions, as well as the union movement as a whole today (Smale 2020). Unions have traditionally been understood as wielding a “sword of justice” in the promotion of labour rights (Flanders 1975). However, there is more heterogeneity in union identity than this common understanding suggests.