6.5.3 Choosing the appropriate OH&S interpersonal communication medium
How can a frontline manager encourage employees to get involved in improving occupational health and safety in the workplace? Here are a few communication ideas.
- Determine the cognitive level of the people with whom you are trying to communicate, and communicate with them at that level;
- Include the following features in your communication efforts:
- A plan (what must be done, by whom, when and how?)
- An explanation of the distinguishing characteristics (what makes 'action X' different to 'action Y'?)
- Expected outcomes (what's in it for the 'target' audience?)
- Directions (what must they do?)
- Distribution (where can they get further information on the subject?)
- Cognitive appeal (is the message right for the 'target' audience?);
- Get people's attention;
- Appeal to human needs;
- Communicate visually and reinforce it not just by what everyone should do (role models) but by including pictures and symbols throughout all communication).
People also need to understand the information that is presented to them. Therefore, getting attention necessitates appealing to their cognitive capacity. The cognitive capacity of people is determined not just by their own literacy level, intelligence, interest and absorptive capacity, it also depends on their left-brain and right-brain mix and predominance. A picture or image grabs attention, appeals to need and conveys and reinforces meaning better than a thousand words. In other words, getting attention is determined by pitching a message to the appropriate cognitive level at which a person operates. Research demonstrates that people use their eyes to absorb information more than any other sense.
Table 1 Strategies for securing OH&S understanding and communication in the workplace
Suggestion box |
The notion of a suggestion box exists in many corporations. If the suggestion box is dedicated to OH&S suggestions only for, say, a period of a month, maximum impact of the importance of OH&S is provided when accompanied by appropriate publicity regarding actioning feedback. |
Talk-ins |
These are sometimes referred to as 'huddle groups' in which selected participants meet for brief periods, usually over a meal break. A tight agenda is drawn up and because the time is short, the sessions are usually punchy. Talk-ins require each participant to contribute a suggestion or strategy. |
Induction and vocational training |
The induction process is a strategic time to introduce an employee to OH&S because the employee is new and not set in a job routine. OH&S consciousness begins when a new employee enters the organization. Induction training in OH&S alerts people to the requirements, codes of practice, conduct, procedures and the OH&S culture. It should also capture interest and imagination, make people take OH&S seriously and hear more about it (See Driscoll & Hanson, 1997). |
Poster campaigns |
Posters can communicate messages about OH&S to employees. If a poster campaign is planned like an advertising campaign (audience research, comprehension analysis and follow-up of outcomes), it can be a highly communicative device. However, managers must determine what is to be conveyed. Poster campaigns convey information in bite-sized chunks and serve to reinforce key concerns. It is important to evaluate the impact of the effectiveness of a poster campaign. |
Point of work reminder signs |
These are usually little stickers or signs attached at key points of the workplace which serve as OH&S reminders. For example, point of work reminders may be attached to stair wells to reinforce the need to 'not slip'. |
Competitions |
Competitions between corporate units are used to enhance team development and to develop OH&S. A points system is usually devised with a range of variables, and interim awards are presented prior to an annual 'Chief Executive's Award for OH&S'. While competitions are no substitute for training, they do raise interest and awareness. Competitions require detailed planning because the rules and procedures require extensive promotion but they do encourage a hands-on practical approach via employee participation. |
Exhibitions |
Displays of OH&S implementation by other organisational units and rival companies can communicate OH&S to employees. However, it is often difficult for people to comprehend (cognitive capacity) the applicability of another unit's work to their own job; sometimes exhibitions and demonstrations reinforce the difference between 'them' and 'us' and lead to resistance. |
Magazines |
Success stories can raise awareness about OH&S. However, these will need to be extensively illustrated to be absorbed by most employees. As we shall learn, visual imagery rather than the written word is more effective in gaining attention. |
Videos |
There are a number of videos available introducing concepts of OH&S. The applicability of each to the individual workplace needs to be assessed by management. However, the video film is a good resource to raise awareness and to trigger interest in key issues. |
Role modelling |
Modelling generally encourages positive attitudes because employees conform to the standard of practice exhibited by the model. Role modelling requires trained experts to work alongside employees as an example of best practice. The role model communicates alertness to OH&S practices, appropriate conduct and conformity to standards. |
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