Safety In The Workplace- A New Strategy

29 Jun 2016 in General

Using marketing strategies to improve safety at work is a concept that has been studied by researchers in an effort to reduce the frequency of work-related injuries. These unfortunate events cost time and money for both employer and worker, and with proper safety procedures, you can significantly increase levels of safety.

Marketing Initiatives to Improve Safety

These are designed to influence the behaviour of a group of people by pointing out the benefits of acting in a certain manner. Using these initiatives to improve workforce safety, the employee is considered the consumer, as they are the recipient of the safety information, while the employer is considered to be the marketer, by disseminating safety information to the employees, explaining the importance of proper protocol in all safety related issues.

A New Generation of Employees

With large organisations, there is always a new generation of workers that must undergo the necessary training before starting work, and marketing strategies can help them to quickly understand the need to follow safety procedures. There are many ways to achieve this such as,

  • Video presentations
  • Training manuals
  • Pamphlets and booklets
  • Online advertising
  • Signs and leaflets

Several studies have shown that the use of technology with younger people is more effective, as they are more familiar with such mediums.

Safety Checklists

These are important as they allow the worker to follow a simple, step-by-step guide while carrying out high-risk activities. One good example is the Take 5 safety checklist, which covers the basic safety procedures. The term “Take 5” refers to taking 5 minutes to think about what you are about to do, a simple thing that can remind you of the risks involved.

The 5 steps consist of,

  1. Think through the task.
  2. Spot the hazard.
  3. Assess the risks.
  4. Make the changes.
  5. Do the task safely.

Positive Reinforcement Techniques

These are proven to be more effective than reinforcing the consequences of lack of safety. By introducing a reward system for employees who correctly follow safety procedures, a safer working environment can be created, which benefits both employer and the staff. Safety videos and online tutorials have introduced a dynamic approach to employee instruction, often achieving a higher retention level than the written word.


While we are always striving to improve on safety issues, research shows that the use of marketing techniques to promote safety in the workplace has attained a level of success. Social media and other digital platforms are now replacing the traditional handbook and manual environment, by engaging younger people who are familiar with modern media.

With workplace safety high on the agenda, all businesses are striving to educate their employees, and the use of marketing strategies has enabled important information to be effectively disseminated to the workforce, reinforcing safer working practices in industry. With effective government support, industry is making progress in its attempt to improve safety at work, by issuing guidelines and regulations to better educate the workforce.