ESTABLISHING ORGANIZATIONAL BELIEF IN HSE

PREPARING THE NEW WORKFORCE

ELIE DAHER

There are a number of challenges to establishing organizational belief in HSE.

Key amongst them is the great crew change – the rise of young and inexperienced workforce in the industry.

This presentation looks at what the key issues facing this group of workers are, how to change behaviors and how to use their chosen channels of communication to effectively communicate with them.

Workers with less experience are more likely to be injured than those with a year or more of experience.Workers under the age of 25 are more likely to be injured on the job than older workers. The leading type of occupational injury for young workers is sprains, strains and tears.Young workers need constant reminder that injuries and fatalities can be only moments away.

FACT: 65% OF ACCIDENTS HAPPEN TO YOUNG ENGINEERS WITHIN THE FIRST 18 MONTHS OF EMPLOYMENT

The Great Crew Change

Young workers lack familiarity with basic worksite procedures and lack experience to recognize when a situation is dangerous.

Often unwilling to ask questions.

Driven by the desire to maintain their own self-image, they are likely to choose not to use safety equipment.

• They tend to seek stimulation from social networking and aggressive/graphic videos, music and games.

The Great Crew Change

Behavior-based safety: focuses on the identification and modification of critical safety behaviors to address underlying elements of the behavior

Culture-based approach: emphasizes the more fundamental importance of the organization's safety culture and climate.

Emerging Level 1

ManagingLevel 2

InvolvingLevel 3

CooperatingLevel 4

Continually ImprovingLevel 5

IMPROVING SAFETY CULTURE

INCREASING CONSISTENCY

SAFETY CULTURE MATURITY MODEL

How to Change Behaviors

Factors to consider:

Language barriers

Cultural Differences. People come from multicultural environments with different responses to authority/ leadership styles and have different perception of risk

Young people learn differentlyI. Eager to learn and contributeII. Collaborate with peersIII. Adept at feeding personal interest or

learning new skills from online sources and the social media

Safety and Culture

The Social Marketing Principle

Marketing is the process of planning and executing the marketing mix to satisfy individual and organizational goals.

Social marketing applies these principles to individual behavior change to benefit individuals and/or society.

Focuses on target audiences motivations, making desired behaviors easy and fun, or emphasizing consequences of bad behavior.

The Social Marketing Principle

The first step to is to identify and design the social marketing mix.

Managers and safety system leaders will be able to capture and influence the behavior of young workers by identifying what speaks to them, and carefully designing the message and materials to be used.

Fear Appeals

EPPM : Ref: anthonyroberto.com/eppm

NO RESPONSENO RESPONSE

PERCEIVED SUSCEPTIBILITYAm I at risk for this health

problem?

PERCEIVED SUSCEPTIBILITYAm I at risk for this health

problem?

PERCEIVED SEVERITYIs this health problem serious?

PERCEIVED SEVERITYIs this health problem serious?

RESPONSE EFFICACYDo I believe the recommended

action would effectively avert the danger?

RESPONSE EFFICACYDo I believe the recommended

action would effectively avert the danger?

SELF EFFICACYDo I believe I am capable of

performing the recommended action?

SELF EFFICACYDo I believe I am capable of

performing the recommended action?

Perceived efficacy HIGHER than perceived

threat?

Perceived efficacy HIGHER than perceived

threat? DANGER CONTROL RESPONSE

Adopt recommended action

DANGER CONTROL RESPONSE

Adopt recommended action

FEAR CONTROL RESPONSEAvoidance, denial, anger, mocking,

or boomerang effect

FEAR CONTROL RESPONSEAvoidance, denial, anger, mocking,

or boomerang effect

YES

YES

YES

YES

NO

NO

NO

NO

INCOMING MESSAGE

INCOMING MESSAGE

PERCEIVED THREAT

PERCEIVED EFFICACY

EFFICACY / THREATCOMPARISON

Preparing The New Workforce

Conduct benchmark studies in the Middle East.

Establish Key Performance Indicators.

Publish inventory of good practices.

Develop information specifically designed for new and young workers.

Recognize employers that have excellent young worker health and safety programs.

Implement a social marketing and communication plan through:

Posters, books, fact sheets, Audio and video clips in social media sitesGames, quizzes, and other activities

One-Column Format

Slide 11

Thank You