Almost every standard or regulatory document, from ISO 45001:2018 to specific instructions, requires HSE communication with employees. When we talk about developing a safety culture or implementing and improving various processes (incident investigation, audits, environment, etc.), we cannot succeed without communication and the PR skills of HSE department staff. For a more systematic approach to discussing this issue, we will adhere to the requirements of ISO 45001:2018.
In addition to the items listed below, there are other tools that cannot be described as communication alone. As a rule, HSE culture development tools are integrated into various processes; therefore, some might not be reflected in this article. Similarly, one cannot implement just a single tool and expect excellent results. Communication in companies is typically a set of tools aimed at simple goals: increasing awareness and competence at all levels, promoting safety culture, and ensuring interactivity. It is better for a company to have as many communication tools as possible (the list below is not exhaustive), as quantity always turns into quality. With a constant background of HSE discussions, the overall safety culture in the company will undoubtedly begin to grow.
So, the first block of communication where HSE staff can improve their PR skills and promote safety culture within their own company is internal communication.
1. HSE Blog on any available social network (Telegram, VK, etc.).
The blog covers any significant HSE events in the company, industry-relevant incidents, and seasonal recommendations. For example, if a company is involved in transportation, these could be reminders about major road risks in different seasons or risks for drivers during school holidays. They could also include reminders about safety in the forest during mushroom or berry season. It is advisable to maintain such a blog in a lively, casual language to avoid scaring off employees with dry officialdom. The main challenge here is ensuring employee subscriptions, as not everyone wants to "clutter" their phone with additional chats. You can choose whether to allow comments or not, depending on whether the HSE department has the capacity to respond 24/7. Also, by allowing comments, one must be mindful of the blog turning into a "chatter" group, which isn't always positive.
2. Email Newsletters
Typically, email newsletters are more official: updates to internal procedures and regulations, implementation of new programs, progress reports, information from clients, etc. Such newsletters are sent to ALL employees. If the information is relevant to contractors, the responsible person is included in the mailing list, and the contractor later provides documents confirming that their personnel have been briefed. The main challenge of this tool is ensuring that employees actually read the information sent.
3. Posters on the most significant topics
HSE posters can either be purchased or designed in-house. Pros of purchasing ready-made posters: minimal workload — buy, hang, and forget. Cons: typically, ready-made posters contain too much text and diagrams; it's hard to imagine employees carefully reading fine print.
A good option is to "draw" a poster yourself. Pros: uniqueness, more attention from employees, and during auditor or client visits, the company is perceived as more mature and attractive for cooperation. Cons: workload on internal staff; the HSE employee must have a vivid imagination, design skills, know how to use applications like Illustrator, and be able to follow the corporate style. Having an in-house designer is a great help. In some cases, companies hire consulting agencies to prepare corporate HSE posters.
4. Corporate Page
The corporate IT department configures every computer/laptop/tablet so that when connecting to the system (including at the start of the workday), information is automatically displayed on the screen. This information can include not only HSE topics but also any significant company events, such as company anniversaries, Forest Day, or Water Day. Such a screen should be very brief and accompanied by a thematic image.
5. Monthly Statistics via Email
It is useful for the general development of safety culture to send out HSE statistics on a monthly basis. The level of detail is determined by its significance to the company. For example, in a transport company, the number of kilometers driven without accidents or violations is significant. In a manufacturing company, production control statistics should be shown. The mailing can be sent to all employees or only to department heads. It is best to present such statistics as a color chart or image to make them easier to digest.
6. In-house Videos
This tool directly depends on management's willingness to fund this expense. Videos can be thematic (e.g., confined space entry, working at height, internal company rules) or dedicated to an event (company anniversary, Ecology Day, HSE Day, safety through the eyes of children). The most important elements in preparing these videos are:
- interviews with company management
- interviews with frontline employees
- brevity and dynamic visuals
Corporate videos have the greatest impact on improving safety culture and creating a "one team" feeling among frontline employees. However, the working group faces a heavy workload regarding preparation, scriptwriting, etc.
7. TV Screens
A modern version of the safety bulletin board. The screen should be large enough and placed in high-traffic areas (e.g., the canteen, reception, etc.). The monitor can display corporate videos, presentations on urgent issues, HSE awards, statistics, employees of the month, etc.
8. Suggestion and Feedback Box
This tool is effective when a company has many proactive employees. Suggestions can be either named or anonymous. Particularly significant proposals can, with senior management's approval, be financially rewarded.
9. Contractor Forums
If a company works with many contractors, the importance of this event cannot be overstated. It is an opportunity to discuss significant HSE processes in a semi-informal setting and for contractors to meet and find business partners. How to organize a contractor forum and what topics to discuss is a subject for a separate article. The main point is that top executives from both the host company and the contractors must attend, not just HSE specialists.
10. Children's Day
Like the previous event, a "Children's Day" requires serious preparation and involvement from HSE, production, marketing, HR, and other departments. The only downside is the significant time investment. It is essential to set an age limit, for example, from 6 to 12 years old. Activities for children should be bright, dynamic, and practical, such as Road Safety, First Aid, Fire Safety, etc. They can include not only "fun competitions" but also interviews with children and drawing contests. Such programs definitely develop safety thinking in the younger generation and help build a "one team" spirit among employees.
11. Audit and Analysis Results
One could argue at length about confidentiality, but informing employees about the results of audits and annual management system reviews is mandatory. If one focuses only on confidentiality and only sends instructions to responsible parties on what needs to be done, then unfortunately, there will be little contribution to daily employee safety, team unity, or safety culture. This is an opportunity not just to issue directives for actions but to discuss and, most importantly, explain the significance of each action.
12. Meetings
We have reached the most underrated tool for building communication — HSE meetings. The scope of the meeting depends on the number of employees. The more employees present at a meeting, the less effective it is. Employees may pay more attention to their phones or sleep behind others' backs, reducing interactivity. It is best to hold meetings with department heads and later check how the information was cascaded to their staff. This promotes both communication and leadership qualities. The main task of all meetings is interactivity — the chance to hear feedback from workers on the process being discussed. The same requirements apply to pre-job safety briefings.
The second block of communication, which also promotes motivation, ensures coordination, and facilitates task execution, is external communication:
To demonstrate the company's conscious attitude toward HSE issues, external communication may include: an external company blog, reporting to government authorities and clients, participation in forums and conferences, publication of unique methodologies, and the preparation and publication of reports (e.g., ESG).
The main difference between internal and external communication is that the latter is actually carried out by the external relations department (if one exists) rather than HSE staff. It is highly recommended to immediately reflect information about such participation in internal communication channels to build the company's image among employees.