The International Labour Organisation (ILO) reports that, in most of its member countries, the percentage of employed individuals who are members of trade unions has decreased significantly over the past few decades, with less than 20 percent. Some of the studies done on this subject unequivocally acknowledge that low membership turnover and dwindling trade union densities are caused by the incapacity to mobilize, organize, and serve members. In order to determine the most effective and efficient way to use these integrated digital strategies, this research investigates types of digital modes for organising, mobilising, and retaining new coming educators. Data were gathered through interviews with ten SADTU organisers and ten students from particular South. African universities, using the qualitative method. The data was analysed using a grounded (thematic) approach. The study's overall findings shows that digital technologies play a significant role in luring newer generations of trade union members. The findings of this study directly influenced the creation of more precise and efficient digital strategies for recruiting and organizing young emerging teachers, leading to an overall enhancement in the recruitment and retention of talent within the education sector.Keywords: ILO; South Africa; organising; recruiting; Fourth Industrial RevolutionReferencesAalto-Matturi, S. (2005) ‘The internet: the new workers’ hall the internet and new opportunities for the Finnish trade union movement’. Working USA, 8(4), 469-481. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1743-4580.2005.00030.xBijker, W. E., Hughes, T. P. & Pinch, T. J. (2001). The social construction of technological systems: New directions in the sociology and history of technology. MIT Press.Bogdan, R., C., & Biklen, S., K. (2007). Qualitative research for education. An introduction to theories and methods, (5th ed.). Pearson Education Inc. Botan, C., & Frey, L. (1983) ‘Do workers trust labor unions and their messages?’. Communication Monographs, 50, 233-244. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2701547Bronfenbrenner, K., & Hickey, R. (2004). ‘Changing to organize a national assessment of union strategies’. In R. Milkman & K. Voss (Eds.). Rebuilding Labor: Organizing and Organizers in the New Union Movement. Sage Publications, Inc.Cadres Infos. (2015.) T3R1: un réseau de coopératives numériques au service de l’action syndicale, nr 721. https://webapps.ilo.org/wcmsp5/groups/public/---ed_emp/---emp_ent/ coop/documents/instructionalmaterial/wcms_644691.pdfCarter, B. & Cooper, R. (2002). ‘The organizing model and the management of change: A comparative study of unions in Australia and Britain’, Relations Industrielles/Industrial Relations, 57(4), 712-742. https://www.erudit.org/en/journals/ri/2002-v57-n4-ri548/006907ar/Colling, T. (2006). ‘What space for unions on the floor of rights? trade unions and the enforcement of statutory individual employment rights’. Industrial Law Journal, 25(2), 140-160. https://ssrn.com/abstract=915198de Turberville, S. R. (2004). ‘Does the ‘organizing model’ represent a credible union renewal strategy?’. Work Employment Society, 18, 775-794. https://journals.sagepub.com/doi/10.1177/0950017004047963Degryse, C. (2016). Digitalisation of the economy and its impact on labour markets. ETUI. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2730550Dunn, M., & Walker, J. (2016). Union membership in the United States: Spotlight on statistics. Bureau of Labor Statistics, Washington DC. https://www.bls.gov/spotlight/2016/union-membership-in-the-united-states/pdf/union-membership-in-the-united-states.pdfFiorito, J. (2004). ‘Union renewal and organising model in the United Kingdom’, Labor Studies Journal, 29(2), 21-53. https://muse.jhu.edu/article/170294Foot, K., & Schneider, S. (2006) Web campaigning, MIT Press. Fowler, T., & Hagar, D. (2013). “Liking” your union: unions and new social media during election campaigns’. Labor Studies Journal, 38(3), 201-228.Freeman, R., & Rogers, J. (2002). ‘Open-Source Unionism’. Working USA, 5(4), 8-40. https://www.researchgate.net/publication/264492850_Open_Source_UnionismFuchs, C. (2014) Social media: A critical introduction, Sage.Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory. Aldine Publishing Company.Guba, E. G., & Lincoln, Y. S. (1989). Fourth generation evaluation. Sage.Heery, E., Simms, M., Simpson, D., Delbridge, R., & Salmon, J. (2000a). ‘Organising unionism comes to the UK’. Employee Relations 22(1), 38-57. Hyman, R. (2016). The very idea of democracy at work. Transfer. European Review of Labour and Research. https://ideas.repec.org/a/sae/treure/v22y2016i1p11-24.htmlHyman, R. (2007). ‘How can trade unions act strategically?’. Transfer, 13(2), 193-210. https://journals.sagepub.com/doi/10.1177/102425890701300204Kelly, J. (1998) Rethinking industrial relations, Routledge. https://www.routledge.com/Rethinking-Industrial-Relations-Mobilisation-Collectivism-and-Long-Waves/Kelly/p/book/9780415186735Killam, L. (2013). Research terminology simplified: Paradigms, axiology, ontology, epistemology and methodology. Sudbury.Leedy, P. D. (1993). Practical research: planning and design. Prentice-Hall.Lévesque, C., & Murray, G. (2010). Understanding union power: resources and capabilities for renewing union capacity. Transfer: European Review of Labour and Research 16, 333-350. https://journals.sagepub.com/doi/10.1177/1024258910373867Manning, P. (1998) Spinning for labour: Trade unions and the new media environment. Ashgate.McCammon, H. (2001). Labor's legal mobilization: Why and when do workers file unfair labor practices? Work and Occupations, 28, 143.Merriam, S.B. (1998). Qualitative research and case studies applications in education. Jossey-Bass Publications. https://searchworks.stanford.edu/view/3511521Mückenberger, U. (2016). Citizenship at work. a guiding principle for social and trade union policy. Transfer: European Review of Labour and Research, 22, 25-44. https://journals.sagepub.com/doi/10.1177/1024258915619360Myers, M. D. (1997). Qualitative research in information systems. MIS Quarterly, 21(2), 241-242. https://www.scirp.org/reference/referencespapers?referenceid=1266514Oxenbridge, S. (1997). ‘Organizing strategies and organizing reform in New Zealand service sector unions’, Labor Studies Journal Fall, 3-27. https://journals.sagepub.com/doi/10.1177/002218569904100103Panagiotopoulos, P. (2012). ‘Towards unions 2.0: rethinking the audience of social media engagement’. New Technology, Work and Employment, 27(3), 172-192. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1468-005X.2012.00287.xPanagiotopoulos, P., & Barnett, J. (2014). ‘Social media in union communications: an international study with UNI Global Union Affiliates’. British Journal of Industrial Relations. https://onlinelibrary.wiley.com/doi/abs/10.1111/bjir.12060Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). Newbury Park.Snape, E. (1995). ‘The development of ‘‘managerial unionism’’ in Britain: The View from Below’. Work, Employment and Society, 9(3), 559–68. https://journals.sagepub.com/doi/10.1177/095001709593007Stein. L. (2009) ‘Social movement web use in theory and practice: A content analysis of US movement websites’, New Media and Society, 11(5), 749-771. https://acervo-digital.espm.br/Artigos/ART/264555.pdfStrauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Sage Publications Inc. Upchurch, M., & Grassman, F. (2015). ‘Striking with social media: The contested (online) terrain of workplace conflict’. Organization. https://journals.sagepub.com/doi/10.1177/1350508415598248Voos, P. (1984). ‘Trends in union organising expenditures, 1953–1977’, Industrial and Labor Relations Review, 38(1), 52–63. https://www.jstor.org/stable/2523799
