The PR battle over ‘local jobs’

It’s been widely reported that the UK is being hit by a series of unofficial strikes over the issue of employers using ‘foreign’ workers from other parts of the European Union, rather than from Britain itself. As the recession deepens, we are likely to see more of this kind of thing.

What fascinates me from the professional communicator’s perspective is how effective the strikers are at exploiting the media and gaining maximum sympathy for their cause. They skilfully highlighted a phrase used by Prime Minister Gordon Brown – ‘British jobs for British workers’ – to make their case, and have appeared both articulate and moderate during endless TV interviews. The companies at the other end have had a much harder battle, with a few public statements designed to emphasise just how many local workers they do employ. It has proven very difficult to make any headway with the argument that UK-based companies have a perfect right to employ anyone from the European Union, and that local ‘protectionism’ could lead to disaster for all. Only one government minister has put his head above the parapet in this way, and was criticised as a result.

Without seeing any poll figures, I am reasonably sure that it’s the strikers who are winning most hearts and minds at the moment, an issue which all large employers in the EU will have to consider very carefully in case they find themselves in a similar situation.