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 Managing Level 2 Involving Level 3 Cooperating Level 4 Continually Improving Level 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 differently I.Eager to learn and contribute II.Collaborate with peers III.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 RESPONSE PERCEIVED SUSCEPTIBILITY Am I at risk for this health problem? PERCEIVED SUSCEPTIBILITY Am I at risk for this health problem? PERCEIVED SEVERITY Is this health problem serious? PERCEIVED SEVERITY Is this health problem serious? RESPONSE EFFICACY Do I believe the recommended action would effectively avert the danger? RESPONSE EFFICACY Do I believe the recommended action would effectively avert the danger? SELF EFFICACY Do I believe I am capable of performing the recommended action? SELF EFFICACY Do 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 RESPONSE Avoidance, denial, anger, mocking, or boomerang effect FEAR CONTROL RESPONSE Avoidance, denial, anger, mocking, or boomerang effect YES NO INCOMING MESSAGE PERCEIVED THREAT PERCEIVED EFFICACY EFFICACY / THREAT COMPARISON

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: I.Posters, books, fact sheets, II.Audio and video clips in social media sites III.Games, quizzes, and other activities

One-Column Format Slide 11 Thank You