UAW Union Leverages Social Media in Response to Escalating Labor Negotiations
As a deadline approaches with the Detroit Three automakers, the United Auto Workers union is using the influence of social media to garner public support for its demand for significant salary increases for hourly workers.
In a series of Facebook livestreams over the past few weeks, UAW President Shawn Fain hasn’t held back in criticizing General Motors, Ford, and Stellantis, accusing management of “corporate greed,” and advising members to “go to war.”
He declared the UAW was ready to strike against all three corporations on Friday if no agreements could be made.
Under Fain’s leadership, the UAW has openly embraced Facebook, Instagram, and X and adopted documentary-style, short-form videos to spread its message in a vibrant and highly memorable way.
The UAW has previously shown hints of embracing new ways to communicate. In an effort to reach out to younger members, Fain, who took over as UAW president in March and promised that it would be “a lot more active,” has published a lofty list of demands.
Fain has been effective in motivating members by deploying creative short-form videos on Instagram.
The UAW represents around 150,000 auto industry workers. Fain appeared on Facebook Live on Friday while a trash can behind him was marked with the words “Big Three Proposals.”
According to Brian Rothenberg, a former union spokesman, the manufacturers have made more outward-looking contract offers in reaction to Fain’s blunt remarks.
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Labor Negotiations in the Auto Industry
Auto executives have emphasized time and time again that as they restructure American facilities to produce electric vehicles competitive with Tesla and other non-union manufacturers, the businesses must slash labor expenses.
In an effort to salvage a closed Stellantis facility in the northern Illinois town of Belvidere, the UAW created a video this week.
The film, dubbed “Justice for Belvidere,” detailed the annoyance and rage experienced by union members ever since the Jeep assembly plant was shut down in February. It featured music and broad pans of the charming town.
The UAW rejected Stellantis’ Friday offer of a 14.5% pay increase over four years for hourly workers in the US because it would not keep up with inflation. Stellantis declined to comment on the video.
While some hourly workers in Belvidere have accepted relocation offers to work at plants in surrounding states, the majority believe that the 50-year-old plant will continue to exist after the negotiations are over.
Local president Matt Frantzen said he has already started allocating strike duties as the clock counts down to the contract expiration on September 14, which is the union’s deadline for the negotiations.
The UAW has demanding 46% salary increases, the elimination of the tier-wage system that rewards veterans more than new recruits, the restoration of cost-of-living adjustments, and the reintroduction of defined-benefit pension plans for new workers, which were discontinued by the automakers in 2007.
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Source: Reuters
