AIAS. AIAS Paper Series on the Labour Market and Industrial Relations in the Netherlands

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1 AIAS Amsterdam Institute for Advanced labour Studies AIAS Paper Series on the Labour Market and Industrial Relations in the Netherlands The Netherlands: Union strategies to recruit new groups of workers Marianne Grunell No Reprint

2 Reprint March 2014 Eurofound, the European Foundation for the Improvement of living and working Conditions, Dublin. Marianne Grunell Bibliographic information Grunell, M. (2014). The Netherlands: Union strategies to recruit new groups of workers. University of Amsterdam. AIAS Labour markets and industrial relations in the Netherlands series, no This report was prepared as part of a project for and funded by Eurofound, the European Foundation for the Improvement of living and working Conditions, Dublin. Report Publication Date: May 2010 Information may be quoted provided the source is stated accurately and clearly. Reproduction for own/internal use is permitted. The original document can be downloaded at tn s/nl q.htm This paper can be downloaded from our website under the section: Publications/NL Industrial Relations series.

3 The Netherlands: Union strategies to recruit new groups of workers Marianne Grunell Amsterdam Institute for Advanced labour Studies University of Amsterdam AIAS publication series Labour markets and industrial relations in the Netherlands No Reprint

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5 The Netherlands: Union strategies to recruit new groups of workers Table of contents Abstract Trade union membership and density rates: data and research Please provide trade union membership and union density rates since 1990 (1990, 1995, 2000, 2005, 2007) Presence and content of recent studies (since 2000) on trade union membership of particular groups of workers Trade union membership: national debates National debates on trade union representation and membership and their recent developments Trade union initiatives to recruit new groups of workers Major organising actions and campaigns (at least three) started by trade unions in your countries, since Organising initiatives The role of new trade unions Commentary by the NC Present state and recent trends in trade union representation and membership...21 References...23 Page 5

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7 The Netherlands: Union strategies to recruit new groups of workers Abstract The decline in trade union membership has been an issue since the 1990tees. Since 1980 and again since 1995 there has been an actual decline in membership rates. Fewer males and young employees are joining the unions, although female membership has increased. Declining membership rates are related to the rise in flexible jobs and the fall in employment in a number of industrial sectors which traditionally have had a high density. Union initiatives to attract new members are targeted at younger people, at the self employed, and at economic sectors with an overrepresentation of vulnerable (migrant) workers. Initiatives such as the internet union and cheaper membership fees (for fewer services) are being employed to attract more pragmatic younger members. Page 7

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9 The Netherlands: Union strategies to recruit new groups of workers 1. Trade union membership and density rates: data and research 1.1. Please provide trade union membership and union density rates since 1990 (1990, 1995, 2000, 2005, 2007). In unionised workers (24% union density); In unionised workers (28% union density); In unionised workers (25% union density); In unionised workers (24% union density); In unionised workers (23% union density in 2006, the most recent figure); (Source: CBS; CBS Statline) In % of unionised workers is member of the Dutch Trade Union Federation (FNV), 18% is member of the Christian Trade Union Federation (CNV) and 9% is member of the Federation for Middle and Higher Personnel, (MHP). Other independent (professional) unions organise the remaining 10%. (CBS 2007) 1.2. Presence and content of recent studies (since 2000) on trade union membership of particular groups of workers Please indicate the presence and content of recent studies (since 2000) on trade union membership of particular groups of workers, such as women, young people, migrants, white-collar workers, service workers, workers with atypical contractual arrangements, and/or other groups of workers which are relatively less represented in trade union membership in your country. [Correspondent:] If many studies are available, you should devote special attention to those which try to identify the structural variables (such as the presence/lack of trade union rights, the nature of employer attitudes and practices, and so on) and motivational elements (like low/high interest and the perceived added-value of trade union representation on the part of potential members, fear that union membership may result in disadvantages in career developments, and so on) which influence the choice of joining/not joining the unions In 2007 an overview was published in Social economic trends, a periodical of the Central Office for Page 9

10 Marianne Grunell Statistics (CBS). The study identified over a ten year period the increase and decrease of union membership groups and of union density in several economic sectors (CBS, 2007). With respect to economic sectors, one can observe large differences in union density. For example, at the authorities and in education the density is high (around 35%). This is also the case in the construction industry. Trade, commercial and financial services, and hotel and catering industry score low. (CBS 2007) Regarding groups of workers the study shows that in between 1995 and 2006 the portion of men declined with 11%, while the share of female members increased with 8% (up to 32% of the total). Since 1995 the membership of young people (under 25) declined. Among the young male members this decline is almost 50%. The decline among young women is 20%. In % of this (young) age group is unionised. Membership among the year has declined with nearly 25%; 21% of this group is unionised. Membership among 45 years and older increased with 31%. They present in 2004 a union density of 35%. Thus older workers are overrepresented in unions. (CBS 2007) These figures stipulate the fact of an ageing trade union movement, and thus it comes as no surprise that younger people are a target group of recruit campaigns. Furthermore, vulnerable groups, such as migrant workers (Polish) and workers from ethnic minorities (Turkish, Moroccan) have been subject of information and recruit campaigns (see Kloosterboer 2007). Page 10

11 The Netherlands: Union strategies to recruit new groups of workers 2. Trade union membership: national debates [Correspondent:] This section should provide an overview of the national debates on recent developments and future prospects of trade union representation National debates on trade union representation and membership and their recent developments Please indicate whether in your country there are on-going national debates on trade union representation and membership and their recent developments. In particular, you should indicate whether existing discussions address the following topics and illustrate the main actors and positions in such debates, reserving a special attention to the views of the trade unions which have engaged in specific organising efforts. [Correspondent:] If many of the following issues are relevant in your country, please provide details on only the three mostly debated topics: a) Declining trade union membership and/or density;b) Inclusion of women; c) Inclusion of young people; d) Inclusion of migrants; e) Inclusion of workers in specific professional groups; f) Inclusion of workers with particular contractual arrangements, such as such as part-time workers, temporary agency workers, self-employed, free-lancers, etc.; g) Differences across sectors (manufacturing and services, private sector and public sector, large and small enterprises, etc.); h) Differences across regions; i) Any other dimensions (to be specified) which are relevant in your country. Declining union membership has been under debate during the last decades. Even since the fifties there has been a debate on the fragmentation of civil society, including the union movement (Klandermans, Visser 1995). The Social and Cultural Planning Office (SCP) has stated in a retrospective that although in absolute figures the union movement has grown, the density has declined since In the fifties 40% of the workers were unionised, in 1979 this was 36%. In 1984 the density had further declined to 31%. In 2002 the figure is 25%. The SCP ascribes the decline to a loss of employment in a number of industrial sectors which traditionally had a high union density, the fast increase of part time work and thirdly, the rise of flexible jobs Page 11

12 Marianne Grunell (temp agency work and temporary work) (Dekker, De Hart, a.o., 2004). Visser has nuanced the factor of part time work, mostly held by women. In an international comparative on union membership in 24 countries, he states that membership rates among part-timers should be understood by the character of the jobs. Interestingly, the gap in unionization between part-time and full-time employees is narrowing in some countries in Northern Europe most strongly in those wherein a part-time job is both widely diffused and normalized in the sense of being covered by the same rights, benefits, and employment conditions that apply to full-time workers (Visser 2006: 47). The situation in the Netherlands forms one of the examples here. Visser subscribes the decline in traditional economic sectors, more in general the private sector. He also attributes special attention to the decline of union density among young employees, who often work in flexible jobs on a temporary base. One may state following the points of attention of the questionnaire - the focus of the public debate on declining trade union membership and density predominately is on the inclusion of young people. The inclusion of women is no longer a dominant issue since more women became member. The lack of membership among migrant workers is more of an implicit issue in the union federations. In the FNV for example, various grassroots initiatives have been taken place. In various information campaigns labour terms and working conditions in an economic sector such as the cleaning service is the starting point for the campaign and not so much the migrant worker (see Kloosterboer 2007). With respect to the inclusion of workers with particular contractual arrangements, such as part-time workers, temporary agency workers, self-employed, free-lancers, etc., it can be noted that special information campaigns have been launched for vulnerable groups on flexible contracts on the bottom end of the market. Furthermore, the self-employed have been a special target group in attracting new members. The other factors mentioned in the questionnaire did not play a dominant role in the debates. The view of the three main union federations is described in more detail under question 3.1. The initiatives described show their concern and their efforts to attract younger people and self employed. Question 3.2 offers more information on other target groups. Page 12

13 The Netherlands: Union strategies to recruit new groups of workers 3. Trade union initiatives to recruit new groups of workers [Correspondent:] This section should provide information on trade union strategies to increase membership Major organising actions and campaigns Major organising actions and campaigns (at least three) started by trade unions in your countries, since 2000 Please provide information on any major organising actions and campaigns (at least three) started by trade unions in your countries, since 2000, either aimed to the general workforce or to specific groups of workers (please include at least two examples of this latter type), such as: women; young workers; migrants; workers in particular sectors; workers in specific professional groups; workers with certain contractual arrangements, like part-time workers, temporary agency workers, self-employed, free-lancers, etc. Since the selection of these initiatives may be highly subjective, please state very briefly the reasons why you have chosen them (relevance for industrial relations, key position in the national debate, media coverage, availability of more information, provide a balanced view across sectors and/or occupations, etc.). The three initiatives described, have taken place at the three main unions. Two campaigns are directed at target groups: self employed, young workers. One is aimed at the public in general, implicit at the age group of 35 year and older. The selection is partly based on visibility or media coverage. The selection is biased in that grassroots (information) campaigns are not covered. See further question 3.2. For each initiative, please clearly indicate: a) the trade union organisations involved; b) the reasons which have led to these actions and campaigns; c) the target groups (all employees, only certain groups, such as those just mentioned above or others to be specified); d) the strategies used (for instance direct campaigns and contacts with workers at workplaces, wide-public communication and information campaigns, web campaigns, and so on) e) the focus of such strategies (basically either collective bargaining and interest representation or service provision); f) the level at which they take place (national, local, company); and g) the evaluations of the relevant trade unions on: i) the effectiveness of the specific strategies used, and ii) the outcomes in terms of increased membership, cooperation between trade unions, relations across trade unions, and relations with Page 13

14 Marianne Grunell employers, both in the short and in the long run. h) the presence and outcomes of official/independent assessments, if present. First campaign a) the trade union organisations involved; The Christian Trade Union Federation (CNV) has opened its ranks to self-employed workers in the summer of The CNV is following the Dutch Trade Union Federation (FNV), which took in 1999 the lead in making membership available to self-employed persons, in particular in construction industry (Polish workers) (NL I). b) the reasons which have led to these actions and campaigns; c target group The chair of union federation CNV, Mr René Paas, identifies an increase in the number of self-employed individuals in the construction, transport and communication industries. A move to self-employment is often accompanied by cancelling trade union membership. Mr Paas states that the organisation has lost some 4,000 members over the past ten years. It is estimated that self-employed workers account for over 10% of labour, in the construction sector in particular. Workers do not always deliberately choose the status of self-employment, as they may be forced into this situation by company restructuring and outsourcing. It is a new type of employee, according to Mr Paas, who may experience poorer working conditions than his of her colleagues in salaried employment. Furthermore, these workers often have no disability insurance and inadequate pensions provisions (NL I). Trade union support is therefore sorely required. The campaign is directed at keeping former employees member of the union. d) the strategies used (for instance direct campaigns and contacts with workers at workplaces, widepublic communication and information campaigns, web campaigns, and so on) The campaign was internal, directed at members, who had become self-employed and cancelled membership. The campaign was made public through the website of CNV and the two associated unions, CNV Bedrijvenbond en CNV Dienstenbond. e) the focus of such strategies (basically either collective bargaining and interest representation or service provision); The focus of the strategies is on service provision. Self-employed workers can arrange via CNV health or disability insurance at more attractive rates than they could do individually. CNV also has plans to create a pension provision for self-employed workers. FNV and the Alternative Trade Union (Alternatief voor Vakbond, AVV) have already developed a pension scheme for self-employed (NL F).) The focus Page 14

15 The Netherlands: Union strategies to recruit new groups of workers can not lay on collective bargaining as the self employed lack a collective agreement. A CLA would involve illegal price agreements, according to the Dutch Competition Authority (Nederlandse Mededingsautoriteit, Nma). CNV is considering the possibility of working with the other trade unions towards including rate agreements in the collective agreement of the user enterprises. f) the level at which they take place (national, local, company); and Since the campaign was internal, in the two CNV unions, one could state the campaign was national. g) the evaluations of the relevant trade unions on: i) the effectiveness of the specific strategies used, and ii) the outcomes in terms of increased membership, cooperation between trade unions, relations across trade unions, and relations with employers, both in the short and in the long run. The campaign has taken place in the summer of Since it was an internal campaign, no formal evaluation took place. Nevertheless, the CNV was pleased to register 900 new members. In 2009 this campaign will be followed by an external campaign, directed at self employed workers in general, according to Mr B. Jansen of the CNV federation. H) the presence and outcomes of official/independent assessments, if present. N.A. (Respondent Mr. B. Jansen) Page 15

16 Marianne Grunell Second campaign a) the trade union organisations involved; The FNV at central level, and the two FNV unions, Bedrijvenbond and Abvakabo are involved in the Power to the working people campaign in b) the reasons which have led to these actions and campaigns; The FNV wants to communicate its significance for working people more clear. (I would state: more modern. Key words are: powerful people, creating their own opportunities, while the union is negotiating on clear-cut labour terms and conditions, M. Grunell) The FNV wants to recruit new members among the working Dutch people in general. c) the target groups (all employees, only certain groups, such as those just mentioned above or others to be specified); It campaign is directed at working people, in particular in the age group of 35 to 45 year. This group is considered to be more sensitive to insecurities in the labour market; they often have a family, children and a mortgage. The FNV expects to raise membership in this age group. The campaign is directed at women, because the campaigners assume that women take the decisions in households, not only with regard to their own membership (as a female employee) but also on behalf of their husbands. d) the strategies used (for instance direct campaigns and contacts with workers at workplaces, widepublic communication and information campaigns, web campaigns, and so on) The FNV has chosen for a short campaign period (6 weeks). In this period there will be TV- and radio commercials and billboards. Thus wide public communication and information campaigns are being used. e) the focus of such strategies (basically either collective bargaining and interest representation or service provision); The message is aimed at making the FNV of interest for people: together we are strong. It offers information on the services delivered by FNV (legal aid, tax income service), but also information on the flexible labour market. The FNV wants to communicate its standpoint on the development of flexibilisation in the labour market; the union federation sees chances and threats in the flexibilisation of the labour market. The FNV gives a special offer during this campaign: new members will receive their membership for the first six month for the price of 25. Page 16

17 The Netherlands: Union strategies to recruit new groups of workers f) the level at which they take place (national, local, company); The level is national. g) the evaluations of the relevant trade unions on: i) the effectiveness of the specific strategies used, and ii) the outcomes in terms of increased membership, cooperation between trade unions, relations across trade unions, and relations with employers, both in the short and in the long run. Since the campaign has started in October 2008, no results can be reported. Evaluation of the 2007 campaign (same message, same target group, but no TV commercials) was positive. At central level and in the two FNV unions membership had risen with some thousand members. The fact that the FNV is repeating the campaign in 2008 underlines the fact that the 2007 campaign is assessed as successful. h) the presence and outcomes of official/independent assessments, if present. N.A. (Respondent: Mr. M. van Triest, FNV) Third campaign a) the trade union organisations involved; The General Independent Union (De Unie, affiliated to the MHP) and the Christian Services Workers Union (CNV Dienstenbond affiliated to the Christian Trade Union Federation, CNV) b) the reasons which have led to these actions and campaigns; The reasons which have led to these actions in 2006 lay in the dwindling membership figures of trade unions and in the formation of the Alternative Labour Union, AVV. This union offers its members an annual membership fee of 10. (NL F) The union De Unie (and CNV Dienstenbond) offers potential members a cheaper option than normal through a low threshold internet union membership. (Standard membership fees are income-linked and include free legal aid in labour disputes and financial strike deposits.) Questions c to h are answered for the action of De Unie solely. c) the target groups (all employees, only certain groups, such as those just mentioned above or others to be specified); The De Unie s target groups concern all employees. The chair of De Unie however, explicitly refers to the internet generation. That is younger (but not so young) people, employees on flexible contracts or selfemployed individuals without employees. They are mostly aged over 35 years, have already some of their Page 17

18 Marianne Grunell career behind them and want union membership from an insurance perspective. (NL I) d) the strategies used (for instance direct campaigns and contacts with workers at workplaces, widepublic communication and information campaigns, web campaigns, and so on) The campaign consisted of launching the cheaper membership on the web, and publicity in the free press. e) the focus of such strategies (basically either collective bargaining and interest representation or service provision); The focus is on service provision. The annual membership is 10. Internet union members can consult the helpdesk once, for example with a question about terms and conditions of employment or about a potential conflict with their employer. Subsequent questions will cost the member 10 each time. The union also offers employment-related services, such as training programmes or career counselling (with a discount for members). Opinions can be given on the site, and these opinions are gathered as input for collective bargaining. In terms of concluding collective agreements, the union seeks alliances with existing unions, such as its founder, De Unie. The internet union s website offers opportunities for exchanging information on conflicts at work and how the cope with them, for hyves and offers information on training opportunities. f) the level at which they take place (national, local, company); and The level is national. the evaluations of the relevant trade unions on: i) the effectiveness of the specific strategies used, and ii) the outcomes in terms of increased membership, cooperation between trade unions, relations across trade unions, and relations with employers, both in the short and in the long run. Within the ranks of union De Unie the evaluation of the internetvakbond is positive. Since new members could be added. The internetvakbond has become a separate association. The party is accepted, besides De Unie, at the negotiation table for collective agreements. However, there is a tension felt between the traditional identity as a union and being an experiment. That is an experiment in which the organisation adds extra value for employees, who no longer believe in the traditional way of organising in collectives. More and more the internetvakbond tries to be a platform where employees (of middle and higher levels) help each other and where free services are offered. An example here is the database on trainee vacancies. Page 18

19 The Netherlands: Union strategies to recruit new groups of workers the presence and outcomes of official/independent assessments, if present. N.A. (Respondent: Mr. B. Willems, Internetunion) 3.2. Organising initiatives Organising initiatives in general (i.e. beyond the specific instances illustrated above) concentrated or diffused, in terms of trade unions involved Please indicate whether organising initiatives in general (i.e. beyond the specific instances illustrated above) are concentrated or diffused, in terms of trade unions involved (only certain trade union organisations are active or there are no significant variations) and of target groups (they focus only on certain groups of workers or they are part of more general approaches to organising). Organising initiatives can be observed at the three large unions FNV CNV and MHP, de Unie. The main focus is attracting new groups, be it age groups, groups of workers in specific economic sectors, or specific groups of workers (for example the self employed, ZZP ers). Within these groups, there may be special attention for specific national/ethnic groups, for example Polish workers in construction or migrant workers in the cleaning service sector. Furthermore, there are the more general organising initiatives, such as the introduction of the low threshold internet membership or the extension of the financial advice services to members The role of new trade unions The role of new trade unions and of grass-root movements in organising initiatives in general compared to the role played by long-established trade unions Please indicate the role of new trade unions and of grass-root movements in organising initiatives in general (i.e. beyond the specific instances illustrated above) compared to the role played by long-established trade unions and, if relevant, whether cooperation or competition emerged between these types of actors. The most prominent initiative for a new trade union was the foundation of the Alternative Trade Union (Alternatief Voor Vakbond, AVV). The union criticised the preferential treatment of older workers. They claimed to represent the interest of young workers and freelancers (NL F). The free publicity this union was able to generate, was threatening for the two large unions (FNV and CNV), which both have Page 19

20 Marianne Grunell a department or a separate union for young members. In 2005 competition was at issue, but the role of AVV quickly became marginal. However, the issues put forward by AVV and other organisations are still alive: early retirement, pensions and dismissal protection. In the (then) current regulation the young employees discerned favouritism of older workers. Page 20

21 The Netherlands: Union strategies to recruit new groups of workers 4. Commentary by the NC 4.1. Present state and recent trends in trade union representation and membership Please provide your own comments on the present state and recent trends in trade union representation and membership, as well as on the on-going debates in your country and on future prospects. The decline in trade union membership has been under debate since at least the 1990tees. The figures show an actual decline since 2000 with fewer employees becoming union member, while the work force was expanding. Although union membership is declining slowly and in relative terms, it is undeniable that this development represents a threat to unions. Younger employees, employees on flexible contacts and employees in certain economic sector are not becoming union members any longer. It comes therefore as no surprise that the union movement s membership campaigns are directed at these groups. A lower threshold union, offering selected services at a lower price, has been developed to attract more pragmatic members. In addition, special attention has being paid to migrant workers, workers from ethnic minorities and to other vulnerable groups of workers. In the context of representativeness, these member campaigns are important. In 2000 in Parliament questions were asked with respect to the representativeness of the union movement, which not only has its seat on important government advice committees, but which also negotiates on (often automatically extended sector) collective agreements. The Minister of Social Affairs let the matter be researched, also in a European comparison (Ministry of SZW, 2001). The 2001 research showed that although membership is relatively low in the European context, the trust in unions among all employees is high. More than 50% of Dutch people have a reasonably high degree of trust in the union movement. In Europe this is a relatively high percentage. Of non members, 84% recognise that the union movement also serves their interests. It remains to be seen whether the union movement can link this high trust to a new form of low threshold membership. Page 21

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23 The Netherlands: Union strategies to recruit new groups of workers References CBS Vakbeweging en organisatiegraad van werknemers in Sociaaleconomische trends, 2007/1, pp 7-18 Dekker, P., Hart, J, de, Berg, E. van den Democratie en civil society in Sociaal en Cultureel Rapport 2004, 2004, Den Haag, SCP, pp Klandermans, B.,.Visser J., De vakbeweging na de welvaartsstaat, 1995 Assen, Van Gorcum Kloosterboer, D., Innovative trade union strategies, 2007, Amsterdam, Stichting FNV Pers Ministry of Socale Zaken en Werkgelegenheid, Representativiteit van de sociale partners in Nederland (in internationaal perspectief), Den Haag: Visser, J. Union membership statistics in 24 countries in Monthly Labor Review, 129/1, January 2006, pp 38-49: Respondents Mr. B. Jansen, CNV Mr. M. van Triest, FNV Mr. B. Willems, Internetunion De Unie Page 23

24 The 'Labour markets and industrial relations in the Netherlands' Publication Series The AIAS Labour markets and industrial relations in the Netherlands series aim to publish reports prepared by AIAS staff concerning the Dutch labour market and the industrial relations in the country. Information a AIAS is an institute for mu ing at the University of Amsterdam. Founded in 1998, it brings together the Un ies from the Faculties of Law, Social and Behavioural S and Medicine. AIAS research focuses on the analysis of labour market It combines various disciplinary approaches along three & coordination of markets, Individual transactions in m effects. Some of our research programmes are: GINI Growing Inequalities Impacts Equalsoc network of Excellence (Economic Chang Cohesion) Solidarity in the 21 st Century AMCIS Amsterdam Centre for Inequality Studies Flex Work Research Centre WageIndicator AIAS offers various forms of education: The course cycle Arbeidsvraagstukken en Beleid cons A. HRM in Beeld C. Ongelijkheid & B. Arbeidsmarktontwikkeling D. Trends in Arbei Various in-company courses Together with the Graduate School of Social Scien and Behavioural Sciences, AIAS organizes the Mas Labour Studies PhD Laboratory, which aims at providing a stimula for the support of external PhD students, specifica University of Applied Sciences. Amsterdam Institute for Advanced labour Studies (AIAS) Nieuwe Prinsengracht VZ Amsterdam The Netherlands Tel Fax aias@uva.nl