CAMPAIGN Migrant workers
n By Hajera Blagg
Destination TikTok – with a little drag twist
The Imre boys reach out to migrant workers – in what must be a union first
Taking the recruitment fight to the unknown lands of social media holds
no fear for the intrepid Imres, Landworker learns. For Unite reps Dave and Istvan Imre are giving the union a much-needed makeover on popular social media platform TikTok.
2 Sisters Sandycroft site convenor and deputy convenor respectively, Dave and Istvan fight for their members by day, but outside of their busy work lives they are TikTok stars with a massive following – notching up over 400,000 followers between them.
Much of their content is dedicated to their common interest in drag, makeup, and dancing, but they’re now using their social media influence to ‘educate, agitate and organise’ in a completely revolutionary way.
Istvan told Landworker that promoting Unite on TikTok happened spontaneously, as all the best viral phenomena often do.
“During one TikTok livestream, people asked us what we did for work,” he said. “When we replied that we worked in a poultry factory and we were union reps, we got lots of comments from people asking that we follow them so they can privately message us.
“I opened my inbox one day to hundreds of messages from people all over the world telling us about the issues they’re having in work and asking about unions and how they can join Unite.”
Dave said he and Istvan have since created TikTok videos that are focused on what it means to be a Unite member and how Unite can help them.
But these videos aren’t the stuff of traditional union proselytising. In one video, Dave and Istvan are seen at a Unite recruitment drive strutting their
stuff to Todrick Hall’s hit single Attention, and later Walking the walk in seven-inch heels and irresistibly
chic suits and ties to rapper Saucy Santana’s Walk. There’s no preaching to the choir in their videos – it’s content with attitude, and you can’t help but want to find out more.
Over the last year, they’ve continued to receive requests on TikTok for information about unions from all corners of the UK, Europe and further afield, and they’ve recruited over 50 Unite members through TikTok alone. Dave said that almost all the people who’ve approached them about Unite and unions through TikTok are migrant workers.
“If we want to connect with workers – migrant workers especially – as a union we need to have a TikTok presence,” Dave said.
He added that traditional union organising approaches in an age of hyperconnected social media simply aren’t as effective anymore.
“Migrant workers especially have very difficult jobs with long hours – when they finish their shifts, all the want to do is go home,” Dave noted.
“Since many of them don’t speak English well, it’s hard to have a social life. Many of them feel very isolated so scrolling on TikTok helps them feel connected.”
Istvan said that the success they’ve had promoting Unite on TikTok is due in part to the way they present their information.
“When you do a livestream on TikTok, up to eight others can participate,” he explained. “During our livestreams sometimes our colleagues from the factory will join in and tell thousands of people watching what a difference we’ve made at our 2Sisters site. This way, it’s not coming just from us. When it comes from lay members who are on the shopfloor, then our message is much more credible.”
“TikTok is only one platform. It’s not just about TikTok – it’s about connecting with the people who need our help.”
Ulitmately, both Dave and Istvan’s driving force is helping workers – and migrant workers in particular – because they know all too well what it’s like to have had no one to turn to.
“When I first came to this country, it was so hard for me to make myself understood,” Dave said. “We had no voice as migrant workers. We were looked down on, told to shut our mouths and not complain. We were all alone, with no one to help us. We don’t want anyone to go through what we went through.
22 uniteLANDWORKER Autumn 2023
“That’s why it gives Istvan and I huge personal satisfaction to help others.”
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