How To… tariff communication
5 Success Factors for Active Framing by Employers’ Associations
In collective bargaining negotiations, employers often leave public discussions to the trade unions – a strategic disadvantage. A few targeted measures and a change of perspective on their own approach can have an impact at the negotiating table.
Collective bargaining is actually a major communication event for employers’ associations and trade unions. However, it is often only the message from the employees’ side that is in the spotlight.
In terms of communication, collective bargaining is rather asymmetrical.
Trade unions have a real ace up their sleeve – they are communication professionals and usually have the final say in collective bargaining rounds. But this asymmetry can be broken. Those who define the criteria used to evaluate a collective agreement also influence the outcome.
We have listed the five most important trends that you can use to actively control the pace of communication before, during and after collective bargaining rounds.
1. Send a strong narrative – not just facts
The basis is always the development of a convincing narrative for the upcoming collective bargaining round.
Publicly comprehensible and shareable arguments instead of the usual ‘there is nothing to distribute’ or ‘the challenges are enormous’. A clear guiding principle and emotional topics ensure the unity of the association and the stringency of its positioning.
2. Form a communication community – internal communication
The communications community is your strongest weapon.
It consists of negotiators, full-time and part-time staff, and member companies. In the communications community, everyone knows the core messages, uses language guidelines, and is always well informed and coordinated. In short: all stakeholders and multipliers feel part of the communications community and pull together.
Internal communication is at the forefront. Member companies, negotiators and workforces have an increased and varied need for information. Each internal target group in its own format.
3. Framing takes place beforehand – actively
Send it early!
Employers are usually reactive, which means that the framing has already been done – by the other side. Before the collective bargaining round, there is an opportunity to set the agenda and help steer the evaluation of the agreement. The framing beforehand sets out the criteria that an agreement must meet. Hardly anyone really believes that they can change the perspective and narrative of the employee side during the course of negotiations.
4. Communicate throughout the entire tariff cycle
As soon as one round of collective bargaining is over, preparations for the next one begin. Continuous and strategic communication, not only during collective bargaining rounds, will make the employer’s position in the industry and its public image more visible.
Internal communication and thus the work of the entire association are strengthened.
Always work within a collective bargaining cycle
5. Place your messages accurately and quickly
Trade unions are tightly organised and geared towards sending emotional messages.
Do not hesitate: in order to gain interpretative authority over the results of the collective bargaining round, you and your negotiators must quickly convey the core messages to stakeholders in the (industry) public sphere. Organised media relations and digital channels can be planned.
At Engel & Zimmermann, we have over 20 years of experience in association and collective bargaining communication. Get in touch now HERE.
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