Rethinking the Communication with the Unions Members in the New Context

Additional to the three main trends influencing social dialogue at the organizational level - de-centralization, up-scaling, de-institutionalization and representation – the COVID-19 pandemic rules brought a new influence that impacts the Unions, forcing it to adapt its internal communication. This paper is centred upon the way the Unions members in Romania get access to information in the new labour landscape, characterized by the work from home and physical distancing. The research focuses on a collective case-study of three strong Union Federations that developed internal communication with unions’ members that fits the pandemic context. The research focuses on the internal communication repertoire elements used by the Unions. The research method assesses the qualitative information gathered by interviewing key Unions representatives. The main areas of interest are the key topics addressed in the communication with the members, the tools and media mix used, the frequency of the formal communication with the trade unions members, the accountable and the responsible persons with the internal communication, and the management of the feedback from the members, all in the context of what is different vs. 2019. The conclusions are enriched with some recommendations for future development of communication with union members, supporting the social dialog.