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The Digicast Workplace Communicator Blog covers all of workplace training from safety communication, induction training, training videos and workplace culture.  It is written by Marie-Claire Ross.  Subscribe below to get the latest updates!

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A Day at the National Safety Council Expo, San Diego


NSC Disney safetyAfter many years of being told how amazing the National Safety Council Congress and Expo is in San Diego, I finally had the pleasure of attending this week.

I headed off to San Diego on the Pacific Surfliner train from Los Angeles.  It was a relaxing and scenic 2.5 hour journey where the train is literally right beside the ocean.  I was most surprised to see a plethora of surfers at 7.00am, as well as joggers and walkers.  As someone who jogs by my local beach at the same time, when only a handful of people are about, it was refreshing to see so many people on such a long stretch of beach.

Arriving at the San Diego Conference Centre too early, I decided to have a coffee.  Luckily, for me there were 3 Starbucks to choose from alongside the conference centre.  Phew!  Each one of them had queues that were 20 minutes long.  Hmmmm.

A massive amount of people were eagerly waiting to get inside the expo.  The incredible thing was as soon as the doors opened at 10am and everyone stormed through, it was like they all evaporated.  The expo centre is so large that even what looked like, say 2,000 people arriving all at once, just looked liked a small handful once you walked around (but it increased over the day).

I have to say that my favourite stand was Disney Careers.  Yes, that's right - Disney as in Walt Disney.  When you think about all of the Disneylands worldwide and all of the safety risks in running a theme park, the need for switched on safety professionals is critical (and of course, those that can live out Disney core values which I'm guessing are pretty difficult to find).

So they were there recruiting.  Yes, that's right, recruiting safety professionals.  They weren't selling anything - not even Mickey Mouse themed safety helmets.

Of course, their freebies were highly prized.  I particularly liked the Mickey Mouse ear pens.  At least, I can give those to my kids to assuage my guilt of being away.

As luck would have it, I'd only been walking around a short 15 minutes when I literally walked into Phil La Duke another safety blogger.  We've been connected on Linkedin for a few years, so we then walked around and met lots of people.  Isn't it amazing that you can make a connection on Linkedin and meet up half way across the world? 

Phil introduced me to a unique company called Slice that has stunningly designed cutting tools.  I literally fell in love with a modern day Stanley knife that uses a ceramic blade, rather than steel.  They are much safer and lighter.  Of course, there was a fellow Melburnian on the stand who distributes the slice products in Australia

Australian Safety Shows v. US Safety Shows

As someone who has exhibited at many safety shows in both Melbourne and Perth, I have to say I could have been at a Melbourne safety show.  It's amazing how they can all look the same - same products and the same types of companies exhibiting. 

The major differences were:

1. Scale - the sheer size was enormous, but still achievable to walk around a couple of times in one day. 

2. No scantily clad promotional girls - That's right - none.  For some reason in Australia, we always have at least 3 snarly looking blonde girls in little shorts, tight singlets and the obligatory safety helmet and boots walking around handing out brochures.  Surprisingly, there were none.  Only two beautiful male models (?) who tried to coax me into a safety boot training session (also on offer was a Starbucks voucher and a t-shirt, sadly no-one attended).

3. No pushy salespeople - Yep, I expected that.  But no-one harassed me.  No-one tried to sell me a fall arrest system.  No-one tried to force safety gloves on me.  All sales staff were friendly and polite.

4. Entry fee - This was a surprise to me but the fee was $100 per day.  In Australia, it's free.  Of course, when I would exhibit I would tire of the groups of people who were just cruising around looking for freebies (some would literally walk up to you and ask if you had anything to give them).  At least, for exhibitors they know that attendees are all genuine.

So what's the latest Safety Product?

Now, for those dedicated safety professionals that are reading this you're probably asking - what was the latest safety product?  What's new in safety?  Hmmmm.  I don't really know. 

All I know is that I saw so many weird looking high visibility safety gloves that I thought they were some new product for Halloween. 

I have been told online safety management systems were the next big thing - but I'm not convinced.

All I know is that I finally saw pink safety helmets and vests.  Yay!

All in all, I enjoyed my long day walking around and meeting people.  Highly recommend.

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How to Make Toolbox Talks Interesting When Following a Script


safety meetingAs someone who writes and communicates my thoughts freely, it was a shock to hear from one of my Fast Track your Safety Communication Results students that she has to follow a script for toolbox talks.

Six times a week.

And she can't change the content or the PowerPoint Slides.

Of course, all of the content comes up instantly on each slide.  So she's effectively talking to a group of people while they speed read her content.

I could totally understand and empathise with Sandy (not her real name), as to why she felt so frustrated and unempowered.  Day after day she was walking into different meeting rooms around the site, reading out a script to people she doesn't really know, with a script she has no control over.  It was decided that because she didn't know some of the technical equipment or processes that someone else more senior needed to write it, while she delivers it.

There are several issues with this common (and stupid) corporate practice:

1. First of all, as a safety professional the most important thing you can do is have people like and trust you, so that they will come to you with questions and let you know when a safety issue arises.  But it's very hard to build rapport if you have to act like a robot, mindlessly talking through pre-written slides.

2. Second of all, I know very few senior safety professionals who have any training in how to create interesting slides, let alone how to deliver content in an engaging manner (unless they refer to the book, Transform Your Safety Communication).   It's very hard to present information convincingly, if you haven't written it.  As someone who has directed countless senior leaders delivering speeches to camera, I always advise to write (and rehearse) your own speech.  Any speeches that were written by someone else, people always stumbled over and just sounded false.  In the end, many CEOs would madly rewrite their script, so they could say their own words in an authentic way. 

A better use of resources is to get a junior person to write their own presentation to build up their skills, but to also make them more authentic and believable.

3. Communication is all about relationships.  Ideally, it's a 2 way conversation where you get people involved with your information and they ask questions.  The more you communicate a topic, the more feedback you get, so the more you can tweak the content, so that it's relevant to your audience.

4. Being a good leader is all about empowering your staff and stretching them.  Good leaders don't tell employees to do a pre-made presentation and not improve it.  That's short sighted.  Every piece of work anyone does in a company has the potential for improvement.  And for a workplace to thrive, everyone should have the power to give their input and action on it.  That's how you build accountability and job satisfaction.

In the book, How the Mighty Fall by Jim Collins he says exceptional companies need self-managed and self-motivated people. These are key ingredients for a successful culture. But where a culture is characterised by rules rigidity and bureacracy, you end up creating a culture of mediocrity.

So if you're in a command and control organisation that "makes" you do boring safety presentations, how do you get around it?

Ask questions.

Yep, that's it.  Ask a whole lotta questions.

When you do a toolbox talk, ask a question at the start.  A simple "Tell me what do you already know about our emergency procedures?"  Get some dialogue happening.

You'll find that once you do the first live rehearsal, you'll see where people get bored.  That's where you ask them a question about the content.  Get them involved.  See how that question goes the second time around.  Test and tweak.  Be curious.  See the boring 6 toolbox talks as an opportunity to test questions and learn.

After all, you're not really diverting from the script.  You're adding to it by asking questions.  You're not telling people any unauthorised information.

At the end, ask people questions about the presentation.  Questions such as "What did you learn today?' or "How could I have done that better?"

If all you're doing is talking during a presentation, you're not relating.  Asking questions builds rapport and helps work towards getting people to trust you - such an important element in safety.

Asking questions also gives you the information you need to go back to your boss and say, "I've been doing 5 toolbox talks like you told me, what I'm finding is that people are confused about y procedure.  What they tell me they need to know is this....Are you okay if I update the slide with this information?"

Taking control and ownership of the presentation will not only give your boss a break from having to write the content all the time, but let them know that you have good ideas and are always looking for solutions.  It also means you're accepting responsibility which is a sign of a great employee that any good corporation would encourage.  And of course, if they say no - ask why.           


Seven Communicatio Tips whitepaper

Image courtesy of David Castillo Dominici, at freedigitalphotos

3 Steps to Help Employees make the Right Decision with Safety


safety decisionsWe all have different styles when it comes to making decisions.  When it comes to making a choice at work, how do you like to operate?

Do you:

A. Prefer to receive lots of detailed information, so that you can make a comprehensive assessment, or

B. Make a quick decision using minimal information?

In our society, we've been made to believe that the best decisions are made from deliberate and systematic thinking.  There is a subtle bias against making quick decisions, as we often feel that snap judgements are often wrong because it takes a risky short cut.

Yet, when research has been undertaken with nurses or firefighters who need to make snap decisions they found that the better quality the decision the less likely all of the options had been assessed. 

So when it comes to making complicated decisions, B is the correct answer. 

In fact, research undertaken with psychologists and even emergency room doctors found that the more information that was given about a patient, the less accurate the decision.  Yet, interestingly, the confidence levels of both psychologists and doctors of their analysis was much higher, the more information they had received.  Even though, the decision they made was often flawed.

The reality is that being provided lots of information to make a decision, actually increases the likelihood we will make the wrong decision. 

We don’t need to sift through every fact or figure.  Former Secretary of State in the US, Colin Powell said:

“I can make a decision with 30% of the information, anything more than 80% is too much.”

Ironically, the desire for improved confidence undermines the accuracy of the decision.  It makes us more muddled.

In fact, brain research shows that we intuitively figure out what to do with information we have received before we can express it verbally.  Our ability to unconsciously make a decision is very fast and highly accurate.

This is because our brain has developed a very fast-thinking section that keeps us alive by relegating all of the high level thinking to the unconscious.  And it's this section that makes high quality and quick decisions.

Rather counter intuitively, the more we think about our decision the more likely we are to make a poor choice.  That’s why when you force people to make a rational decision with the rational part of their brain, they over think.  Their decisions take longer and tend to be of lower quality.

Research has found that the more complicated a problem, the more we need to trust our instincts rather than undergo complicated analysis.  The more variables we need to look at, the more we need to trust our gut.  Our unconscious brain is at its best when it has to make a decision from a variety of variables.

Helping Employees Make the Right Decision

Essentially, this means that as a safety communicator you want to avoid people over-thinking any safety information you provide.  Your communication needs to inspire people right there and then, that they need to follow through with the instruction.  That they need to change their behaviour.  You don’t want them having to think about it!  They need to feel it.  Instantly.  

Ask yourself, how often have you provided decision makers or employees with lots of information believing that would influence them to be more aware of safety?  The reality is that not only does it increase their chances of making the wrong decision about what to do in say a industrial accident, but you're also more likely to make them tune out due to information overload.

If you are finding that when you provide safety information and some employees question why or doubt the need, then you know that your safety communication isn't helping people make the right decision.

For eons, people have said that they made a gut decision.  We look up at colleagues with comments like "She's got her finger on the pulse"  and "He is a sharp decision maker."   Yet, how often do workplaces churn out big complicated safety information expecting people to read it, let alone make a decision as to how to work safely?

Think about how you measure safety in your workplace, are you checking lots of measurements?   We often think we need all of the information to keep a workplace safe, but when you think about it, all you need is one main figure.  Like the weather.  Do we need to know the speed of the wind, humidity or barometric pressure.  No.  All we need is the temperature forecast.

The key to good decision making is not lots of knowledge.  It's understanding.  We're drowning in information, yet starving for wisdom.  We've confused information with understanding.

What organisations and their staff need is for someone just like you, to clearly tell them what to look out for.   Yet, so many safety professionals write and talk about safety in such a way that's confusing and obscures how that information relates to people's lives.

The new role of the safety professional is to critically think about what the safety information is highlighting and then write and talk about it in such a way, that people can understand what it means and how it is relevant to them. 

In the book, Transform Your Safety Communication, it refers to 3 steps that you need to follow in your safety communication whether written or verbal, to help people make better decisions:

1. Write simple messages - Cut down the fluff and tell people exactly what the problem is and how they can protect themselves and others.

2. Reduce the content - Less is more.  If you provide people with too much information, they will over think and get overwhelmed.  Remember, over-thinking leads to poor quality decisions.  You want people to feel what they need to do.

3. Tell people what to do - Prioritise the information so that people know how to take action.  Without this people will determine what to do themselves.  This can often be the wrong choice.

By taking the guesswork out of your safety messages and ensuring that people feel instantly what they need to do to improve, you will dramatically increase the amount of high quality decisions that your workforce makes on safety.


Seven Communicatio Tips whitepaper

 Photo Credit, Stuart Miles



Are you Working against how the Brain Processes Safety Information?


brain animationOne mistake I often see safety professionals do, is that once they have created a new company safety procedure, they get all excited about it and go and tell the next colleague they see.  Usually their workmate has their mind on something else such as they're busy filling out a form or using a machine.

And the safety guy or gal expects them to be so fascinated and just stop what they’re doing and listen.  But this never works.  You’ve got to get people’s attention first.  You need to make it relevant to them.  You can’t just kind of throw up on people with your information.  And if you’re on the receiving end, sometimes it does feel like that.

When it comes to providing people with any sort of information that you want them to take notice and act upon, you have to get their 100% full attention. 

You can think of getting attention as like a spark plug igniting fuel to start an engine. Attention starts the motor of your brain.  The first thing is to ignite that spark plug and then once the engine is running you can get into more detail. 

Once the brain is aware that a poor safety behaviour is being undertaken incorrectly, it can then start to work on it to improve.

Attention has enormous catalytic properties in changing safety behaviours.  It provides a powerful energy for change.

It’s the first step that I teach in the Fast Track your Safety Communication Results program because without it, people can’t take action on your messages.

If you don’t know this, the costs are huge because you will forever make boring safety communication that people just aren’t interested in.  It will keep you stuck in writing safety messages that actually repel safety from being meaningful to people.  It’s the key to drawing the employee into finding out more.  And wanting to learn and know how to keep safe.

Creating boring safety information actually works against how the brain processes information.

This is because our brain relies on past patterns to know what to do.  Our brains actually use pre-recorded patterns to make sense of our experience to decide whether something is boring or interesting.  Our thinking machines are actually activated when something novel or unusual occurs, so that we can learn for the future.

The good news is once you get attention, you stand a chance of breaking up old patterns and creating new ones.  But the key is to get full 100% attention, in order to encourage the brain to learn so that patterns can be updated with new information.

In fact, this is such an important part of our biological design that our brains are actually hard-wired to seek out novelty and challenges.  When our mind stops to attention, it actually releases the feel good hormone dopamine, which gives your brain a boost of energy to rise to the challenge of "let's figure this out mode”.

Bottom line is you need to include some of the attention grabbing strategies that are mentioned in the book, Transform Your Safety Communication.  Otherwise, you're missing out on an important opportunity to change behaviour.

But there are also two other common ways that safety communicators create their communication, not realising that what they've created works against how the brain processes information.

That is, by creating information that's not relevant to the individual and by providing far more information than is necessary, particularly at the start of a piece of safety communication.

Remember, the brain is constantly looking at ways to save effort so that it doesn't get overloaded.  If you provide it with too much information, it desperately tries to seek an easy way to make sense of the information.

If you start talking about a process that people have been told about year after year, it will stop paying attention because it will believe it already knows the information.

In addition, if you provide too much information, it will also switch off because you've overloaded it.

Without knowing what makes people tick or how to make information easy to understand, it’s kind of like starting your engine with diesel when you really needed premium unleaded.  You might be able to start the car, with some of the attention grabbing strategies, but it’s not going to go very far.  It’s going to stall.

Winston Churchill quite rightly summed it up by saying “This report by it’s very length, defends itself against being read.” 

It’s the same with your audience.  No-one is going to read anything you write if it looks really long and unappealing.

A common mistake a lot of safety communicators makes is that they won’t start writing about a new safety procedure until they have every single little detail available, so they can write a massive piece of communication that's so comprehensive that people need to spend an hour reading it. 

Colin Powell, the former secretary of state for the US when he said, "I can make a decision with 30% of information.  Anything more than 80% is too much.

If you give people too much information, it stops them from making a decision.  That's because you're working against how their brain operates.

Essentially, what this means is that to get people to change their behaviour through safety communication you have to get their attention, but also provide them information that is easy for the brain to understand.  For example, wall to wall text and long complicated sentences is a big no-no.  But minimal text and lots of pictures is much more digestible to the brain.

For this week only, you can learn more about this topic, by tuning into my complimentary 90 minute training webinar, 3 Secrets to Creating Attention Grabbing Safety Messages.  In this webinar, you'll learn about the 4 Step AURA communication blueprint which goes through the important steps you need to embed into your communication, so that it works with how the brain processes information.

July Webinar

3 Reasons Safety Professionals need to be Safety Marketers


safety marketingIn the book, Transform your Safety Communication, it's mentioned that the secret to safety professionals changing attitudes or improving the way people undertake procedures is using marketing-based techniques.

That's because for many decades advertisers or marketers have been experts at influencing consumers to purchase products and services by writing convincing ads.  After all, there have been highly effective television advertising campaigns that have improved safety among the general population such as wearing a safety belt and not driving when drunk.

Now, I know, I can hear you muttering underneath your breath that it's beneath you to be a marketer.  After all, they are the masters of being manipulative and pulling the wool over people's eyes.  While you're in safety, champion of the under-classes, seeking to convince people to work safely by just talking to them.

But here's the thing.  You're using marketing techniques every day.  You just don't know it.  If you've ever written an article or given a talk to persuade others to work safety - you're effectively marketing safety.  Your job is to promote safety.  The question is are you using manipulative or aspirational marketing techniques?  There's quite a difference.

If you're using fear to "scare" people into working safely, you're being highly manipulative to encourage compliance.  In that case, you're comparable to a marketer that is just duping people.  Honestly.  It's no different.  Scaring people into safety or making people buy stuff they don't need rate at the same level of dishonesty in my book.  And they both provide short term results. 

In case you're not convinced, here are three reasons to become a safety marketer:

1. Safety culture transformer - As a safety professional, you need to get the workplace to buy-in to the safety goals and get everyone on the same page on safety.  If you want to be an expert at influencing others to work safely, well, learning a few easy marketing techniques will improve your results.  This means knowing how to write information in a compelling manner that not only looks good but is easy to read (yes, I said easy to read, written in plain language and conversational).  It also means knowing how to turning around negative attitudes about safety into positive attitudes.

2. Become an Attention Seeker - Marketers know how to get attention and keep it.  That's what you need to be able to do, if you want people to notice your new safety communication. Everything you write requires attention grabbing principles so that people read what you say.  Often, safety professionals write information and are disappointed to find that no-one is reading it.  If that's you, then learning some attention grabbing techniques will make a big different to what you do.  Getting attention is the key towards helping your workforce improve their safety behaviour.

3. Action Makers - The main goal of any safety marketer is to get people to take action.  In marketing, getting people to take action is all about getting people to buy.  Often this means encouraging people to change their behaviour from buying their favourite brand X and trying new brand Y.   In safety, while you're not selling an actual product, you're still selling.  In this case a concept. You need to encourage employees to start doing new action X or substitute old behaviour Y with Z.

As you know, many people don't like change.  So you have to make a convincing case that they need to change.  And of course, old habits are hard to break, so you need to know how to insert new habits.

The good news is that learning some simple safety marketing techniques will transform your results.  For a short time only, we have complimentary training to teach easy marketing techniques.  Register now at 3 Secrets for Attention Grabbing Safety Messages.

July Webinar



Photo Credit: Stuart Miles, Freedigitalphotos

5 Reasons Why Safety Professionals with Big Egos Hurt Safety


safety egoRecently, I was telling someone not involved in the safety industry that the reason why I enjoyed safety communication is that it's about saving lives.  She mentioned that this was a really wonderful way to connect with other safety professionals.  However, I shocked her when I said "Few safety professionals care about saving lives, it's all about being right or about being compliant."

Now, many of you might be shocked to hear me say that.  But really, how many of you leapt out of bed this morning thinking, "Today, I'm going to make a big difference to the world.  Today, I'm going to save lives at work"  I'm guessing none of you.

And the reason why savings lives isn't very meaningful to the average HSE professional is that their ego gets in the way.  Instead, it makes safety about them - not the average worker.  Now, don't get me wrong, I've worked with countless safety professionals that really, really cared about others.  But I've worked with many who don't.

Here are five types of egocentric behaviours that undermine safety improvements:

1. Safety information hoarders - It is common knowledge that safe workplaces have safety professionals and supervisors that freely share safety information.  Yet, there are lots of safety professionals who like to hoard information.  It's a power thing.  He who has the most knowledge wins.  It ensures that they have more information than other safety colleagues.  It means they feel more important and that they can stop rivals from getting promoted.

2. Safety knowledge king - The next type of safety professional is very similar to the safety information hoarders because they then like to use their supreme safety knowledge to let others know they are wrong.  Yes, wrong.  The big one.  These people almost get off on proving other people wrong and being right.  Preferably in public.  Their communication style is all about highlighting failure, rather than on how to improve.  When they write, they like to use big words and complicate even the simplest of tasks.  My favourite example is a safety professional who liked to substitute the term percussive tool for a hammer.  Well, you can guess what his nickname was.  These types write the most boring safety communication on earth.  It's not about helping people understand or stay safe, it's about being an important expert.  It's about "I", not "we".  These types would never understand why they need to create attention grabbing safety messages.  Oh yes, and they never like to be proved wrong.

In the words of Phil LaDuke, "Telling me to be careful is very different to saving my life."

3. Compliance rules, ok! - The next type is just so left-brained that life is all about safety rules and sticking to them.  Of course, we all know that life becomes a pretty hard act to follow when you stick to rules religiously.  A bit like a Reverend who talks a lot about the evils of sex and is secretly seeing a mistress.  These types have lots of issues when rules change, preferring to stick with the golden days of compliance.  They also love to read through legal documents and court cases and can roll off the numbers and outcomes to legislation in their sleep.  Not someone you want to go out with a share a beer, unless you can get them really, really drunk.  Then watch them going wild with breaking safety rules.  Of course, they'll still be able to tell you which law they broke.

4. Too cool for school - The next type believes that because they know everything, they don't need training.  Instead, they should be training others, but because of their amazing knowledge and experience they're not open to learning.  There's a reason why the Greek word for idiot actually means someone who can't learn from others.  This type just likes to cherry pick information from books or grab free information from the web and put it together themselves.  Sadly, they don't quite realise that they're missing out on the really good stuff that makes the 10% difference to their results. 

5. Anti consultants, young people and women - The ego is very much about separation.  Not trusting others.  So safety professionals with big egos tend to distrust anyone different.  Namely, external consultants, young people ("they don't know anything"), women ("they don't know anything"), new employees ("they don't know anything") and of course, different races ("they don't know anything in English").

In summary, safety professionals that let their ego get in the way, don't really care about the safety of others.  It's all about them, how much they know and how much power they have in telling people what to do and of course, in being right.

They're averse to collaborating, sharing and learning.  Paradoxically, all the things you need to create a safety workplace culture.  Quite frankly, having them in charge of writing safety documents is a complete disaster.  They always come from the personal agenda of being better than others, so they will never write in a way that produces a holistic safety outcome.  It's all about the process, not the results. 

Of course, the fact that you read this right down here to this last paragraph means that you don't have a big out of control ego.  And you're open to learning, so please register for our free training webinar - 3 Secrets for Creating Attention-Grabbing Safety Messages. 

  July Webinar

You know you suck at being a Safety Influencer when...


Safety influencerRecently, I was talking to Julie Honore from Safesearch, a safety professional recruitment company that specialise in finding safety staff in Asia, Australia and the Middle East.  She told me that there is a growing demand for sophisticated safety professionals that can coach, influence and engage on safety.

It is now just expected that safety professional have technical ability, but it is having the right communication skills that makes all the difference between a mediocre safety practitioner and an extraordinary one.  That difference can turn into thousands of dollars of extra pay every year and a swift progression up the corporate ladder.  And when I say thousands of dollars, we can easily be talking about $40,000 - $70,000 more - per year.

Now, one thing I seem to have in common with lots of consultants to safety professionals is that well, we all find that safety professinoals never seem to think they need to improve in....anything.  Particularly communication.  And when it comes to influence, it's not something they seem to be consciously aware of.  Now, I'm not saying that's every single safety professional.  To be honest here, it is the ones who have been staying in the same position year after year.  Often complaining about the company they work for. 

Well, ladies and gentlemen, there's a reason why you don't get promoted.  Why your contract expires and doesn't get renewed.  And why, senior management doesn't take you seriously. 

As a safety leader, your effectiveness is determined by how clearly and quickly you can spread the positive influence of safety-related activities throughout an organisation.

If you want to get people on board, you have to sell why safety processes and compliance are important to the individual.  Why it should matter to them.

In other words, being able to sell the importance of safety, so that you get everyone aligned with the company safety goals.  Essentially, that means learning how to sell safety, but in a way that is collaborative and engaging.  It also means having the linear thinking required to create a new safety strategy - the goals required, the actions and the end result.  Together, with the right brained skills to enable others to connect to the safety vision and work towards it.

It's up to you to develop the leadership skills to positively shape the safety culture

Assuming that you want to keep moving up the corporate ladder, here are some areas that signal where you need to work on:

1. Safety culture influence - it's common knowledge that for safety to infiltrate throughout a company it needs the full support of the CEO and executive team.  Companies that are great at safety truly value safety and this comes from the top and trickles down to all levels.  If you find that your senior leadership team aren't interested in safety or refuse to support you with communicating safety, then it's your job to convince them the benefits of safety.  The big question is, do you know how to do this?  Do you know how to create a convincing business case that will highlight to senior management the financial costs to the business from injury claims and insurance costs?  If you find that they don't care about safety, then you need to work on making them care.

2. Influencing safety to all levels - For safety to be truly valued in a company, it needs to be championed by senior management and then you need to help them with influencing the rest of the workforce to align with the safety goals.  Do you have the communication skills to write engaging safety articles, content for toolbox talks and motivating safety speeches?  It's critical that you know how to write about safety that makes it meaningful to others, that you know how to use the right pictures, know techniques to make information easy to understand and easy to remember.  If you need help in this area, then the book Transform Your Safety Communication is a great reference book to use.

3. Lack of Commitment - Commitment is such a wonderful thing.  Real leadership is about being 100% committed to working to achieve your vision and doing it to help more people.  It's not about how you look and what results you get (because initially your results might get worse before they get better, it's about long term results, not short term), but it's about how driven you are to making a difference.  Sticking to the course, when things get tough (and they always do!).

It's the committed safety leaders who are the true "movers and shakers", who will do anything to get positive change occurring.  They avoid lip service, instead they advocate taking real action. This means keeping appointments, taking complaints about safety issues seriously, doing what you say you will do, caring about people getting injured and being unafraid to make changes when things go bad.  You can read more about this at Are you as Committed to Safety as you Think?  You've got to ask yourself whether you're truly committed to improving safety and that you'll do what it takes.  Or are you only interested in writing information on safety and being the expert and commanding respect?

4. No Action - It's one thing to tell people to work safely, but it's another to see people actually changing their behaviour.  If you're writing and talking about safety, but nothing seems to stick, then you need to look at ways to get people to take action.  There are lots of strategies you can use and you can learn about them in a complimentary training webinar that we have on for a short time called "3 Secrets to Creating Attention Grabbing Safety Messages."  This also means that people talk to you about safety and see you as a safety resource.  If you're not getting this, then you know that it's time to improve.

5. Communication gets blocked - many organisations have areas in the company where safety communication, in particular, gets "lost" and doesn't seem to get distributed.  Or if it does it has been altered to the point the main message is diluted.  While this can be symptomatic of a company operating in competitive silos, it still needs your influence skills to unblock the flow of communication.  Do you know how to convince those to distribute your information?  Do you know how to improve how you write about safety so it's more engaging?  It's really important that you develop a strong network within the organisation you work for to improve the flow of communication.

6. Coaching on safety - When you see someone doing the wrong safety process, do you know how to coach them to improve or do you just criticise?  It's important that your communication is about feedback, not failure.  Knowing how to influence people one on one in safety is so important for developing the right safety culture.

Safety professionals need to improve how they communicate with their workforce so that their message resonate.  This means learning new skills, so that you can connect and communicate ideas and concepts.  Likewise, being a safety leader means having the skills to network with everyone throughout the organisation, in order to quickly transmit ideas and get buy-in.

But your role goes much deeper than that.  To be a highly effective safety practitioner, you need to be able to influence the thoughts, actions and behaviours at your workplace, so that employees follow the safety goals, thereby creating the right safety culture.

But you have to be committed to wanting to make a difference.  And the question is are you really committed to creating a safe workplace and being a true safety influencer?

July Webinar

Image Credit: Stuart Miles, freedigitalphotos

Announcing Free Training Webinar: 3 Secrets to Attention Grabbing Safety Messages


3_Secrets_Safety_MessagesMarie-Claire Ross, author of the highly acclaimed book, Transform Your Safety Communication, is hosting a complimentary training webinar to help safety leaders and safety professionals improve how they talk about safety, in order to put safety front of mind for busy employees.

Melbourne, Australia (Date) – Marie-Claire Ross, CEO and Author at Digicast Productions, a safety communication agency, today announced the launch of a free webinar, 3 Secrets for Creating Attention Grabbing Safety Messages.  It’s designed specifically for safety leaders who are frustrated that workers are ignoring their safety messages and who want an easier way to get co-workers to improve their safety habits.

Creating a safe workplace is a business imperative for all organisations.  Yet, there is a plethora of safety related information readily available through the internet, professional associations, media publications, books and training courses. 

What many organisations find is that they are drowning in safety information.  There is so much safety intelligence to keep track of that it's difficult for them to decipher what is relevant for their company.  What they really want is for someone to shine a light on applicable safety information and help people see what the dangers are and what they need to do to keep workers safe.  In effect, workplaces are drowning in safety information, but they're starving for wisdom.

This is the important role of a safety professional.  To be able to critically think about what the safety information is highlighting and then write and talk about it in such a way, that people can understand what it means and how it is relevant to them.   Yet, so many safety professionals discuss safety in such a way that's confusing and obscures how that information relates to people's lives.

Marie-Claire Ross, the author, says that “Safety professionals want their safety leadership messages to be understood and acted upon.  This can be challenging when you have language and geography barriers, age differences and people just not listening because they suffer from the highly contagious “it won’t happen to me” bias.  Then, there is the issue of trying to get people to listen to what is said, not what they think is being said.  So often, safety professionals feel so frustrated that their safety messages are being misinterpreted.  Being able to create the right safety message that gets attention, that people can understand, remember and then take the right action upon, is crucial for successful safety leadership.”

This 90 minute free webinar addresses:

  • Discover why getting attention is the first step in changing safety behaviours.
  • Overcome "we've heard this all before" bias by leveraging 3 emotional triggers.
  • Learn 5 simple strategies to get people's full attention and keep it.

The webinar is live on Thursday 17 July at 11am AEST and there are eight other dates to choose from.  Those interested should visit to register.

Marie-Claire Ross (BA Hons) began her career in market research.  She worked with well renowned advertising agencies and communication consultancies, testing communication campaigns for success.  Here, she honed her word-savvy skills, writing assorted business reports to engage time-poor executives.  For over 13 years, she has run a video production agency writing video scripts to influence, as well as articles on communication that have been published worldwide.  Her popular Workplace Communicator blog is read by close to 10,000 people each month.  Over the last ten years, she has worked with large industrial companies around the world to improve their safety communication.


About Digicast Productions

Established in 1991, Digicast is a communications agency that specializes in both internal and external communication.  Our communication programs work to change behavior from aligning staff with your culture, launching new initiatives and training staff to keep them safe and productive.  For more information, visit The Workplace Communicator blog for training tips,


Contact Marie-Claire Ross
Digicast Productions
+ 61 3 9696-4400


5 Signs that Undermine Workplace Health and Safety Efforts


workplace health and safetyRecently, I've been reading Accidents Waiting to Happen by Rick Dalyrymple.  One of the interesting things he discussed in the book was that safety professionals and the leadership team can often undermine corporate safety efforts.

That got me thinking about all the ways that I've seen companies work unwittingly against occupational health and safety within their organisation. 

Here are five common signs:

1. Launch an ineffective safety campaigns - After months of planning, the CEO or GM travels all around the country to launch the new safety management system or the new safety goals.  Head office is excited.  But employees aren't.  Often, when a new safety launch falls flat, there are two main causes: staff morale is low and no-one believes anything will change or the second cause is that poor communication techniques were used (or a combination of the two).  One company that I know had employees throw the new training handbook into the bin as they walked out of the door at a safety launch.  When employees show contempt like this, common issues include employees never being consulted on how to make improvements, employees feel like they have been treated unfairly in some way (eg: poor pay, unsafe working conditions) or there has been a company merger that has resulted in distrust of the new leader.  If you have a good safety culture and employees are happy in their jobs, but the campaign still falls flat, then you have poor communication that is often missing key information to engage.  In this instance, a book like Transform your Safety Communication will give you the techniques and templates to create attention grabbing safety messages that change behaviour.  No matter how much money you throw at a campaign launch it will work against you, if you have not fixed up the underlining causes of employee unhappiness or disengagement from messages.

2. Production v. Safety - Sometimes a new initiative is introduced that rewards employees for being more productive.  What this often means is that risky behaviour is incentivized which puts out conflicting messages to staff.  This often occurs when the production department forgets to consult with the safety department.    Even at a subconscious level, employees start to believe that it is better to work faster than to be safe.  This means that the company is sending out the wrong message that short term gains of unsafe behaviour outweigh the potential long term risks.  As the safety professional, you must always look out for any conflicting messages on safety from other departments and stop them.

3. Rewarding safety - In the book, Drive, by Daniel Pink he goes through a lot of research studies to discover when it's best to reward staff.  What he concluded was in business, care needs to be taken with what you get people to focus on. 

When offered a reward on completion of a task, staff tend to focus on the reward, resulting in poor performance when undertaking the task.  Offering a reward for performance encourages short-term thinking, cheating and unethical behaviour.  I'm sure many of you have experienced working for a company offering a financial or a gift card reward for safety which resulted in incidents being omitted from the monthly statistics.  (You can read more about this at How to Reward Staff for Safety Performance).  

The issue with rewards programs is that they don't work effectively. And to make them work, you need to get people to have "more skin in the game".  Interestingly, people are far more driven by a fear of loss than getting a gain.

Companies need to consider introducing a safety incentive scheme where people are given a bonus payment or even an "A+" rating for safety at the start of the year.  And then if their safety performance is under par, they lose their rating (or reward).  This might seem counter-intuitive for many, but the results will be far, far greater.  This will also get staff to focus on being safe, rather than focusing on the monetary reward (which is the issue with current reward system).

4. Using gimmicks - Often, it's believed that safety needs to be made more fun.  While, I'm a great believer of adding more fun into the workplace, there are ways to do this.  Using gimmicks is not one of them.  Avoid adding cute cartoons, slogan, animations or phrases to your safety communication.  Adults are not kids and don't have to be treated as such.  Also avoid any humour that's not related to the topic at hand or poor safety slogans that are meaningless to what you're trying to achieve.

5. Using Fear-Based Tactics - Using fear to get people to work safely can be highly effective.  However, it can back-fire if you also omit the steps to avoid the danger. 

It's also highly manipulative and tends to only work for the short-term not long term.  While many "old school" safety professionals like to show gory photos and talk about deaths at work sites, it will undermine you safety efforts in the long run.  Focus on what you want.

In this day and age, it's important to create a workplace safety culture where both employees and senior management truly value safety.  Using short term tactics to influence undermines the importance of workplace health and safety.  Instead, focus on long term results using clear and meaningful communication, employee consultation, safety values and focusing on the right behaviours.


safety initiative

 Image Credit: Naypong

5 Steps to Fix your Standard Operating Procedures


policies and proceduresOver the years, I've had the honour of reading and improving stacks of standard operating procedures (SOPs).

One thing I've found, without a doubt, is that every single company can improve on them.  In fact, as a conservative guesstimate, 95% of the SOPs we work from are wrong.  This is a major concern because it is a legal requirement to have up-to-date and consistent procedures and policies.

But even more importantly, keeping strict version control of your PowerPoint training presentations or safety operating procedures and ensuring that your trainers are all teaching the same thing is a legislative requirement.  If a death were to occur at your company site, the coronial inquest would request that the training materials used on the day the person was inducted and trained be submitted for review.  If there is evidence that the PowerPoint version was open and anyone could change it or that the trainer did their own version of training, then that company would be found to be non-compliant training wise.

However, the most common mistakes with policies and procedures include:

  • Boring, corporate speak that is based on protecting the company, but not on engaging the worker.
  • Out-of-date procedures or policies that are written in such a way that it's difficult to understand the intent.
  • They are written to tick a compliance box, but not as a tool to train.
  • Unattractive layout with lots of text and few visuals.
  • No thought has been given to streamlining or improving procedures for efficiency.

The best policies and procedures must mirror best practices for the company which ensure staff safety, as well as productivity.  Unfortunately, most have been written that are not the best practice. 

The more you can ensure (and prove) that you standard operating procedures represent your best practices, the more likely you're insurer will reward you with a discount.  However, you must be able to specify the steps you have taken to avoid certain risks and how these have been considered in your policies. 

Essentially, here are five steps to creating best-in-class standard operating procedures:

  1. Written with the user in mind - Policies and procedures that have been written to engage the new trainee are always the best at training and refreshing.  This means that plain language is used that is conversational, clear and friendly that actually make the employee feel respected and valued.  If you need help in this area, read Transform Your Safety Communication and use the templates when updating your procedures.
  2. One curator  - Ideally, only one person in the organisation is tasked with ensuring regular updates that are written in the same language and tone. This is an important legal requirement, but it also means that one person is always on the look out for updating procedures when they change.  Ideally, they are passionate about training and are particular when it comes to writing and working out a new process step by step.  This keeps the policies and procedures alive and breathing.
  3. Learning Management System - If you have multiple sites and more than 20 staff, you really want to have an online system that provides training and let's people know when their refresher training is due.  Ideally, your online system also integrates HR and safety compliance information, as well as having a robust assessment system.
  4. Training videos - Without a doubt, customised training videos for your workplace are amongst the best training you can have for your staff.  High quality training videos can last 5 years or more (in fact, many of our clients are still using videos we made for them over 10 years ago).  The combination of both visuals and narration is an extremely powerful learning tool.  Couple your training videos with online assessment and you have a first rate system for training large numbers of staff consistently all around the world.
  5. Full support of senior management - Once the policies and procedures are written, it's important that you have full support by the executive team to train and communicate the procedures.  Without this, the policies will never be fully implemented and will just gather dust on a shelf.

According to the book, Accidents Waiting to Happen, by Rick Dalrymple, producing high quality safety operating procedures that includes best practices for reducing future claims, business risks and operational costs, will control insurance claims in the long run.  This in turn ensures a profitably run company that will beat its competitors, through streamlining operational processes.  In other words, spending the time getting your policies and procedures right will save you a lot of money long term - such as insurance fees, reduced claims, increased efficiency and a reduction in injuries.

What can you do to improve your standard operating procedures?

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