STEEPLE analysis of the
RCN's recruitment and
retention of members
Sociological
Large
increase in
ageing
members
Potential
to lose
members
Less IT aware or
technophobic
Potential to lose
members as information
exchange is online, via
telephone, fax or email
Increased focus on customer service, targeted marketing, accessibility of resources
and information, feedback mechanisms/controls and performance management
Increase
of foreign
nationals
English is a second
language
Potential to lose members as
communications are misunderstood
Increased focus on customer service, building customer
rapport, also performance and information management
Younger
people have
developed
IT skills
Demand for
online
resources and
social media
networking
increases
Tailoring resources and offer to
members, e.g. introduction of Facebook,
Twitter and social networking hazards
Focus on user friendly format and rate
of uptake including updating
information, media and risk controls
Increase in
multi-format and
multi-channel
media
Tailoring
resources and
tackling risks
Greater choice
increases competition
and risk including
generational divide of
ability to access
resources
Competition means members and potential
members wield more bargaining power, competition
is a threat. Multi-format and multi-channels will
impact on future decisions regarding interactions
with social media networking, associated training
issues, continued innovation, develop more human
interactions to bridge he generational gap
Keeping the offer fresh, monitoring risk (known and
unknown), monitoring strategic d ecisions to ensure
they are up to date with innovation. Continuing
emphasis on customer service and human
interactionsto meet the needs of technophobes.
Decline in
student
numbers
Decrease in
resources
Difficulty in predicting future
student recruitment numbers
Less students take up
membership and less focus
on student recruitment
Less students mean less members who convert to full
membership (students pay £10 per annum, compared to
£97.47 for first year of full nurse membership followed by
£194.93 thereafter)
Attitudes to employers and trade
unions changing due to reorganisation
and economy impacting on employers
and employees
Increased
interest in unions
and membership
Increase in
regulations/legislation
leading to deviations
or misinterpretations
Increased
interest in union
membership and
consultations
More interaction with
members, easier to recruit and
retain members, relationship
becomes more complex
Technological
Increased use of
IT and Internet
Increase in
multi-format and
multi-channel
media
Ease of access of
online resources
and IT equipment
Tailoring resources, updating information and targeted marketing and
consumer feedback becomes increasingly important in determining strategy
Economic
Sponsors finding economic
hardship due to recession
Sponsors pay part or all of some
recruitment event/materials
Fall in
disposable
incomes
Less money to spend on union subscriptions
People have to make a conscious choice about whether to subscribe or not
whereas they might have previously not made a conscious choice
Increased focus on recruitment and
retention marketing strategies
Economy influences how sponsors
react when asked to sponsor
marketing events and promotions
Likely to be less money or
promotional items on offer to induce
recruitment and maintain retention
Enviornmental
Increased Corporate
Social Responsibilit
Cultural norms change, new
norms and beliefs affect strategic
decision making
Introduction of policies
internally, e.g. Members
Dignity Charter and
increased emphasis on
customer service meaning
introduction of core
competencies for employees
Possible change of focus re
strategy to include emerging
norms and increased emphasis
on values and misson
Ethical
Ethical
concerns and
practices are
widespread
within the
healthcare
sector
Political,
environmental
and legal
climate is
influenced an
affected
May motivate
people to join or
leave the RCN
depending on own
views and the
stance RCN takes
Important for the
RCN to get the
views of the
organisation
across via press
releases, web
communications,
and broadcasts so
they deliver a
clear message
and information
how this will affect
the organisation
and its' members
Political
Impact of Francis Report
Increasing competition from
other trade unions and
increased public focus on
RCN by in general
RCN produces FAQ's to reassure members' fears,
answer questions and also set up a whistleblowing
hotline. RCN reps are briefed how to deal with queries
and press releases issued. Consultations and training
events to deal with issues.
Resources and
personnel are diverted to
dealing with crises. Less
money to spend on
recruiting and retaining
members. Focus is
diverted from original
strategy and refocused
on dealing with crises.
Rapid change in current
employer policies and NHS
Employer regulations
Members are more likely to join
when they perceive there may be
a problem with their employer
May only be able to give 'first aid'
advice when they join and depending on
how they perceive experience, RCN
membership may fluctuate accordingly
Members who are happy
with their experience tend to
keep their membership but
those who are unhappy may
threaten to discontinue their
membership and may not
even notify of any changes
Legal
Increase in RCN legal activities
as a result of Francis Report
Members retain
their membership
out of rear of
employment and
legal repercussions
Membership
figures stabilise
or fluctuate
depending on
legal and political
environment
Increase in legal
cases, which
unless won, incur
high legal costs,
increasing liability
and reducing
profitability
Data Protections Act 1998
RCN must comply with Act. Members must comply with their contract
and likewise employers must keep members information confidential
Information leaks about patients, employees,
occupational health records, displaying staff
records and photos in public areas, monitoring
at work, and disciplinary and dismissal
procedures are all relevant and can trigger
interactions with the RCN via consultations,
engagement, workshops, cases and enquiries
Increases engagement
with members and
potential members but
must be handled
appropriately and actions
and outcomes monitored.
Poor knowledge and
handling skills may mean
that the RCN loses
member and it's reputation
is damaged.