A SWOT analysis is done in a group setting and can serve as a forum for union members to express their ideas about the state of the union. It is a way for your organisation to collect the knowledge and perspectives of your members that elected officers might not be aware of. One of your local union members, for example, may be aware of a growing union avoidance strategy of employers that is unknown to federation-level union officers.
A SWOT activity may involve both the key officers of your organisation and the whole membership in the process. This may include smaller or sub-group meetings and workshops, member surveys, online tools and similar activities that will give more access to the process to union members.
The materials needed for a SWOT activity are the following:
- Post-its (large, multi-coloured, minimum of four colours, “super-sticky note”) or meta cards
- Alternative style sticky notes for labelling groups
- Name tags (optional)
- Black markers (no fine point, need to read at distance)
- Paperclips or binding clips
- Masking tape
- Multi-coloured sticker dots (medium size)
Before starting the activity, identify and assign a facilitator and a documenter. Let’s call the participants in this activity the SWOTing team.
SWOT Group Process
Step 1: Start out by placing a large SWOT grid on the wall. You can use four large pieces of paper to represent each of the four grids. Make sure that that you have several stacks of sticky notes and marker pens on the meeting room table. You can use four different colours of sticky notes to represent each of the four grids. Coloured meta cards may also be used. Make sure that you have a sticky tape for the meta cards.
Step 2: The facilitator makes a brief discussion of the objectives and expected output of the exercise and goes through the elements of a SWOT analysis to refresh the SWOTing team about the tool.
Step 3: The facilitator asks each participant to write down thoughts they have relating to a strength, weakness, opportunity or threat they see within your organisation. Each participant is then asked to write down one “item” on each sticky note.
Step 4: Once participants have several items written down, the facilitator asks them to place their respective comments on the grid where they see fit. After all notes are placed on the grid, a large number of sticky notes with hand written comments are now on each of the grids.
Step 5: After each person has contributed his/her item, the facilitator divides the participants into four groups, each assigned to one of the quadrants on the grid. Each group will choose among themselves a rapporteur to present the findings of the group. For smaller groups, a SWOT exercise can also be done without dividing the participants into work groups so that brainstorming is done with the entire group.
Step 6: Each group is then asked to sift through the sticky notes placed on their quadrant and organise them according to topics or themes.
Step 7: After the sticky notes are grouped into topics or themes, each group is asked to draw a bar graph with the most consistent or repeated items having the largest “bars.” This is an easy way to rank the items that are most prevalent.
Step 8: The facilitator asks the rapporteur of each group to present their findings from the assigned quadrant to the entire SWOTing team, and discuss their assessment of the identified trends.
Step 9: After all findings from all four quadrants have been shared, the entire team begins discussing themes, issues, and actions. Throughout this, additional items may be uncovered, and added to one of the four quadrants.
Step 10: Reach consensus about the most important findings in each category: prioritise! It is possible that the group may have identified a number of themes per category. The group can collectively decide to prioritise the top trends identified per category. Compare the results to the organisation’s vision, mission, and goals.
Step 11: Formulate strategies and action plans that address the prioritised trends and themes. This might take some time and even need external input. The Tool Kit materials on Strategic Planning can assist you.
Step 12: Identify and prepare your next action steps. Summarise the SWOT analysis and next action steps in a report.