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Do you make these mistakes in your workplace safety communications?

Written on October 4, 2010 by Marie-Claire Ross in communicating OHS messages, health and safety messages, how to communicate workplace safety messages, improving consistency in workplace, induction videos, OHS safety messages, safety communications in workplace safety, safety messages, standardizing your safety message, training videos, workplace mistakes, workplace performance, workplace safety communication, workplace safety messages
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This safety poster has helpful manual handling tips but fails by showing the wrong behaviour. Only show the behaviour you want.

Effective communication is vital to get staff and contractors aligned and working towards a positive safety culture.

Yet, just providing training to work safely is not always enough.   How we communicate about safety influences whether or not people will accept or reject our safety messages.

A lot of companies produce training about a particular safety topic or  communicate awareness with lacklustre results.

We have found that the following issues often let safety communication down:

  1. Infrequent safety message reminders – Multiple message placements are the key to getting staff to remember new safety messages.  Try and get workers to engage in your safety messages in different formats (such as watching it, hearing it and reading it).  People learn in a variety of ways, so an effective safety campaign needs to use a variety of communication methods.  Messages need to be distributed in multiple ways and multiple times. Workers will need six or more separate exposures to your message to remember.  Use video, newsletters, posters, meetings, events and training sessions.  The more the better.
  2. Messages aren’t credible - Senior management play an integral leadership role in establishing the culture of a company including safety.  Effective safety leadership needs to be led and driven from the top.  Staff look at senior leaders actions to see whether new safety messages are being taken seriously.  Are your senior leaders really supporting the new messages or are they just playing lip service?
  3. Messages aren’t consistent – Good safety communication campaigns have alignment with all departments who are all working towards the same outcome.  This means working with all departments before you launch your safety messages and ensure that they will work with you and not against you.  A common example is that the production manager will push for speed, while the safety manager will tell people to work safely and cautiously.
  4. Overuse of negative language – When writing your safety messages, it is important that positive language is used that focuses on the behaviour you want and not the behaviour you want to avoid.  It also needs to communicate the issue in friendly language rather than rule-based or blame-centric writing.  You will get little traction of your message if you blame workers for the current state of affairs.
  5. Lack of consequences – It is important to introduce the new safety initiative by first explaining to everyone what the current problem is and the issues it is causing.  Then, managers need to explain the new rules of the game and the expectations.  It is also really important to let workers know of the consequences of not following the new guidelines.  This means letting staff really understand that poor safety behaviour not only puts themselves at risk, but the safety of other workers.  Let them know the effect this will have on their personal life and their family.

Of course, there are a lot more mistakes, but these are the main ones.

What can you do to improve your safety communication?


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How to Communicate Workplace Safety Messages

Written on July 9, 2010 by Marie-Claire Ross in company induction training, improving safety standards, induction videos, safety videos, staff induction videos, staff training videos, training videos, workplace performance
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Safety training comminicationAccording to Steven Bell, senior associate with law firm Freehills, in January 2012 the new Australian OHS laws will expect companies to drive safety management internally and push greater alignment between key messages and action.

The new laws will introduce a level of personal responsibility that will help drive the changes needed for better OHS.  This means that senior managers will be expected to foster a positive workplace culture, receive regular safety reporting and a practical understanding of what is happening on the ground.

This is a great step forward as senior management actually drive the safety culture of a company.

Currently, most companies promote a safety culture, but send out mixed messages when it comes to a safe workplace.  For example: A fairly standard grumble by many workers is that they are expected to work safely, yet at the same time they are told to work faster or in a way that involves safety risks, to drive productivity.

So with the new requirement to promote safety messages and show evidence of a positive safety culture, what is the best way to communicate workplace safety messages?

With any communication program, it is important to take into account that people absorb messages differently and the more they see it, the more likely it will be taken on-board.  Therefore, any workplace safety communication messages need to include a variety of communication approaches such as posters, training videos, staff newsletter and ‘toolbox’ talks.  They all need to be branded with the company’s unique safety messages.

In addition, the workplace safety communication must be personalised to the company.  Generic safety messages won’t cut it.  Instead, it needs to be formulated according to your culture and demographics.  And then it needs to be followed up with action.

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Training videos are more persuasive than written material which is perceived as less important and credible.

A lot of companies that we have worked with have successfully used a customised training video as the main communication medium to drive OHS behaviour change. They have then supported the training video with posters, newsletters and other safety specific materials.

A staff training video is an ideal way to connect with staff.  Made correctly it will positively and believably demonstrate your company commitment to the healthy and safety of your workplace.  After all, research has found that training videos are more persuasive than written material which is perceived as less important and credible.

In order to take into account the new laws, consider creating a customised training video that includes:

  • An introduction by senior managers talking about the importance of safety to the staff and company.
  • Safety rules/explaining that poor safety effects the viewer and other workers
  • Procedures
  • Summary

Of course, just playing a training video doesn’t automatically ensure that staff will know your training messages.  It needs to be followed up with a consistent workplace culture that always considers the safety rules/message in every activity.  Not just when played on a training video.

More importantly, senior management must support and agree with all the safety communication tools.  And refer to them often.

After all, staff won’t believe that the company backs its safety messages, until they see the proof of action.

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Communicating New Company Initiatives to Staff

Written on November 3, 2009 by Marie-Claire Ross in induction videos, staff induction videos, staff training videos, training videos, workplace performance
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There comes a time when any forward-looking company needs to change strategy.  And it can be anything from a totally revamped business model to a new way of selling, manufacturing, a workplace safety procedure or even staff training.

While developing the right strategy is important, it’s being able to execute that strategy and get all staff members on board that is paramount.

All workers need to align with the new strategy and embrace it, in order for the company to move forward.

Of course, change requires people to move out of their comfort zones and work differently.  So when companies poorly execute a new initiative among staff, resentment and distrust can emerge.  And the results can be disastrous.

According to W.Chan Kim and Renee Maborgne the authors of Blue Ocean Strategy, when Merrill Lynch announced plans to launch an online brokerage service, reports of resistance and infighting among staff led to the stock price falling by 14%.  But when Stanley Dean Witter & Co explained openly to their staff about their new online plans, the company’s shares rose by 13% upon their announcement.

In Blue Ocean Strategy, they believe that any new company initiative needs to be introduced to all levels of staff (not just senior management) by a three step process.

  1. Engagement – Allow all workers to have input into the strategic decisions that affect them by asking for their feedback.  This shows respect for staff and their ideas.  It also can contribute to better strategic decisions.
  2. Explanation – Everyone who is involved is given a clear explanation of the thinking underlying the new decision.  This is to build trust in regard to management decisions.
  3. Expectation clarity – Once the strategy is finalised, managers clearly state the new rules of the game.  Goals and targets are set. Expectations for staff are clearly communicated.

So how do you get staff buy-in to a new company initiative or strategy?

Recently, we produced a training video to communicate to architects the need to introduce Compulsory Professional Development (CPD).  Due to the controversial topic, the Architects Registration Board of Victoria (ARBV) was undertaking a series of consultative talks throughout Victoria to explain to architects the need for CPD.

Luckily for ARBV, their forward thinking registrar decided to get a video made to introduce CPD at the start of each meeting.

It was a smart move.

The educational video explained:

-the reasons CPD was required (explanation)

-the benefits to the community (explanation)

-the benefits to architects (expectation clarity)

-the negatives (explanation)

-the opportunity for input (engagement)

-CPD requirements for members (expectation clarity)

“The CPD video has been able to simplify quite complex information and present it in a clear and logical way.  It’s a short video, but very comprehensive.  Architects are visual learners and, like most of us, tend not to be good at reading large chunks of text.  We introduced the concept of CPD in an innovative video format that no other jurisdiction in Australia had done before.  It resulted in our members more easily accepting the proposed CPD concept and ensured that the meetings were pleasant and ran smoothly.

Alison Ivey, Registrar, Architects Registration Board of Victoria

By covering the three step process, members accepted the new proposal and there were no angry outbursts.  You can read more about this or see the video by clicking here.

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