United Steelworker’s Director of New Media and the Next Generation Project, Connie Mabin joined the America’s Work Force Union Podcast to discuss her role in growing the USW.
New Media relates to using various social media channels to share the USW’s story. Mabin believes tools like TikTok, Instagram and Facebook have helped the Steelworkers reach younger markets. Given the unique nature of the younger generations' social habits, the ability for social media to capture their attention in whatever location they are is a huge benefit, she added.
Once the Steelworkers capture the attention of the younger generation, it’s up to the Next Generation Project to get the young members involved with the union. The Next Generation Project began in 2010. It was a formalization of the process the Steelworkers use to get younger members involved in the leadership and development of the union. Once the members go through the program, they become integral in the organizing of other new members.
One of the early members of the Next Generation Project is leading organizing efforts in Middle Georgia. The Blue Bird Bus Company has shown a desire to unionize, and through the efforts of the Steelworkers, they are optimistic there will be a union vote in mid-May. Mabin added that many of these members are also highlighted through the USW Cares program, highlighting the countless volunteer work done by Steelworkers annually.
Listen to the entire episode to learn more.