--- title: Kevin Burns Blog | safety marketing (2) description: safety marketing | Tools and strategies to build supervisor leadership, clarify the safety message, and get employee buy-in. (2) --- Kevin Burns Blog | safety marketing (2) [![KevBurns Learning: We teach industrial supervisors how to be really great leaders.](https://www.kevburns.com/hs-fs/hubfs/Kev-Burns-Learning-white.png?width=240&height=118&name=Kev-Burns-Learning-white.png "KevBurns Learning: We teach industrial supervisors how to be really great leaders.")](https://www.kevburns.com/) - [About](https://www.kevburns.com/about-kevin-burns) - [Supervisor Academy](https://www.kevburns.com/supervisors) - [7 Reasons to Not Work With Us](https://www.kevburns.com/7-reasons-not-to-work-with-us) - [52 Benefits of Safety](https://www.kevburns.com/52-benefits) - [Hope Calculator](https://www.kevburns.com/calculator) - [Issues](https://www.kevburns.com/safety-issues) - [People](https://www.kevburns.com/people-issues) - [Safety](https://www.kevburns.com/safety-issues) - [Escalations](https://www.kevburns.com/escalation-issues) - [Resources](https://www.kevburns.com/books) - [Books](https://www.kevburns.com/books) - [Newsletter](https://www.kevburns.com/newsletter) - [Downloads](https://www.kevburns.com/downloads) - [Case Study NBU](https://www.kevburns.com/nbu-case-study) - [Case Study WCC](https://www.kevburns.com/wcc-case-study-2026) - [ROI Videos](https://www.kevburns.com/videos) - [Speaking](https://www.kevburns.com/speaking) - [Media/Podcast](https://www.kevburns.com/media) - [Blog](https://www.kevburns.com/blog) - [Contact](https://www.kevburns.com/contact-us) - [About](https://www.kevburns.com/about-kevin-burns) - [Supervisor Academy](https://www.kevburns.com/supervisors) - [7 Reasons to Not Work With Us](https://www.kevburns.com/7-reasons-not-to-work-with-us) - [52 Benefits of Safety](https://www.kevburns.com/52-benefits) - [Hope Calculator](https://www.kevburns.com/calculator) - [Issues](https://www.kevburns.com/safety-issues) - [People](https://www.kevburns.com/people-issues) - [Safety](https://www.kevburns.com/safety-issues) - [Escalations](https://www.kevburns.com/escalation-issues) - [Resources](https://www.kevburns.com/books) - [Books](https://www.kevburns.com/books) - [Newsletter](https://www.kevburns.com/newsletter) - [Downloads](https://www.kevburns.com/downloads) - [Case Study NBU](https://www.kevburns.com/nbu-case-study) - [Case Study WCC](https://www.kevburns.com/wcc-case-study-2026) - [ROI Videos](https://www.kevburns.com/videos) - [Speaking](https://www.kevburns.com/speaking) - [Media/Podcast](https://www.kevburns.com/media) - [Blog](https://www.kevburns.com/blog) - [Contact](https://www.kevburns.com/contact-us) # Kevin Burns Blog #### Leadership for frontline industrial supervisors. [Current Articles](https://www.kevburns.com/blog) [RSS](https://www.kevburns.com/blog/rss.xml) [Why Work With Kevin?](https://www.kevburns.com/about-kevin-burns) - [safety leadership (247)](https://www.kevburns.com/blog/topic/safety-leadership) - [safety culture (166)](https://www.kevburns.com/blog/topic/safety-culture) - [kevin burns (137)](https://www.kevburns.com/blog/topic/kevin-burns) - [safety buy-in (125)](https://www.kevburns.com/blog/topic/safety-buy-in) - [peoplework (96)](https://www.kevburns.com/blog/topic/peoplework) - [the carefull supervisor (90)](https://www.kevburns.com/blog/topic/the-carefull-supervisor) - [safety meeting (74)](https://www.kevburns.com/blog/topic/safety-meeting) - [supervisor training (64)](https://www.kevburns.com/blog/topic/supervisor-training) - [safety speaker (60)](https://www.kevburns.com/blog/topic/safety-speaker) - [safety marketing (59)](https://www.kevburns.com/blog/topic/safety-marketing) - [PeopleWork Supervisor Academy (58)](https://www.kevburns.com/blog/topic/peoplework-supervisor-academy) - 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[supervisor loneliness (1)](https://www.kevburns.com/blog/topic/supervisor-loneliness) - [supervisor warning signs (1)](https://www.kevburns.com/blog/topic/supervisor-warning-signs) - [taking control of safety meetings (1)](https://www.kevburns.com/blog/topic/taking-control-of-safety-meetings) - [truly human leadership (1)](https://www.kevburns.com/blog/topic/truly-human-leadership) - [turnover and safety (1)](https://www.kevburns.com/blog/topic/turnover-and-safety) - [unplanned costs (1)](https://www.kevburns.com/blog/topic/unplanned-costs) - [workplace stress (1)](https://www.kevburns.com/blog/topic/workplace-stress) - [workplace wellness (1)](https://www.kevburns.com/blog/topic/workplace-wellness) - [world-class safety program (1)](https://www.kevburns.com/blog/topic/world-class-safety-program) See all ## [Stop manipulating. Start inspiring safety.](https://www.kevburns.com/blog/stop-manipulating.-start-inspiring-safety) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on November 7, 2018 [![thumb 1](https://www.kevburns.com/hs-fs/hubfs/thumb-1.jpg?width=900&name=thumb-1.jpg)](https://www.kevburns.com/blog/stop-manipulating.-start-inspiring-safety) What if instead of guilt and fear and manipulation tactics, you simply cared? When you really think about it, there are only two main ways to get people to join in your safety program and for them to buy-in to the idea of safety: you can either manipulate or inspire. Either you pull on the heartstrings to try to guilt them into following rules, or you help them flip that internal switch that kicks-in their motivation and fires up their personal leadership capacity. Before you decide, know this: manipulation does not create leaders. [Read More](https://www.kevburns.com/blog/stop-manipulating.-start-inspiring-safety) ## [Stop Dumb Safety Goal-Setting](https://www.kevburns.com/blog/stop-dumb-safety-goal-setting) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![thumb 19](https://www.kevburns.com/hs-fs/hubfs/thumb-19.png?width=900&name=thumb-19.png)](https://www.kevburns.com/blog/stop-dumb-safety-goal-setting) Focus on the plan to improve the things you're not already doing. Not the goal. Once upon a time, in the mid-90’s, I was working in a sales job. At the start of each month, our sales manager would assemble all the sales reps in a room and ask each of us for our specific sales goal for the month. He wasn't asking us what our plan was to make more sales. He was asking for a number. [Read More](https://www.kevburns.com/blog/stop-dumb-safety-goal-setting) ## [Once You Have A Safety System ... Now What?](https://www.kevburns.com/blog/once-you-have-a-safety-system-...-now-what) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![thumb 16](https://www.kevburns.com/hs-fs/hubfs/thumb-16.png?width=900&name=thumb-16.png)](https://www.kevburns.com/blog/once-you-have-a-safety-system-...-now-what) A safety system by itself doesn't make the organization any safer. Driving instructors have a system for teaching people to drive. Sports coaches have a system for improving player performance. Almost everything in this world has a system. There’s even a system for generating your paycheck. But, the system doesn't pay out unless someone tells it to. [Read More](https://www.kevburns.com/blog/once-you-have-a-safety-system-...-now-what) ## [The One Clarifying Question for Effective Safety Communication](https://www.kevburns.com/blog/the-one-clarifying-question-for-effective-safety-communication) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![thumb 15](https://www.kevburns.com/hs-fs/hubfs/thumb-15.png?width=900&name=thumb-15.png)](https://www.kevburns.com/blog/the-one-clarifying-question-for-effective-safety-communication) To improve employee participation in the safety program, clear communications are key. If you are going to communicate something in safety, what do you want to have happen? How exactly do you want your people to participate? Informing people isn’t enough anymore. Your people are already bombarded with, on average, four thousand marketing messages each day. Everywhere they look, they are getting access to another message – competing with your safety message - even as recently as this morning. But let's say that you are above-average in compelling and engaging your people’s attention during a morning safety meeting, as soon as they leave the meeting, they are faced with hundreds more messages that all compete for attention. So, to combat this, you have to be clear. [Read More](https://www.kevburns.com/blog/the-one-clarifying-question-for-effective-safety-communication) ## [(Video) It Seems Like Your People Don't Care About Safety, But...](https://www.kevburns.com/blog/it-seems-like-your-people-dont-care-about-safety) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![thumb 6](https://www.kevburns.com/hs-fs/hubfs/thumb-6.png?width=900&name=thumb-6.png)](https://www.kevburns.com/blog/it-seems-like-your-people-dont-care-about-safety) It seems like your people don't care about safety, but they do. Yes, your people do care about safety. They just don't care the way you care about it, because they see safety differently than you do. Everyone cares about something. However, what's appealing and motivating to you is not always appealing and motivating to someone else. Your goals for safety improvement may be important to you, but your people need to have a benefit in working harder to reach those goals. [Read More](https://www.kevburns.com/blog/it-seems-like-your-people-dont-care-about-safety) ## [Sending People Home Safe Is Not Most Important](https://www.kevburns.com/blog/sending-people-home-safe-is-not-most-important) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![thumb2](https://www.kevburns.com/hs-fs/hubfs/thumb2.png?width=900&name=thumb2.png)](https://www.kevburns.com/blog/sending-people-home-safe-is-not-most-important) “Sending people home safe” has become an all too familiar phrase. It has become that thing people say when they used to say "safety first." It's a phrase that rolls off your tongue in an effort to prove that you have a commitment to safety. But there's a problem with it. Sending people home safely is actually the least you can do. It’s what employees expect you to do. They show up at work expecting to go home safely. But truthfully, anyone simply enforcing rules can get people home safely. [Read More](https://www.kevburns.com/blog/sending-people-home-safe-is-not-most-important) ## [3 Must-Dos For Better Safety Meetings](https://www.kevburns.com/blog/3-must-dos-safety-meetings) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![3 strategies for better safety meetings](https://www.kevburns.com/hs-fs/file-31458439-jpg/images/boring_meeting2.jpg?width=900&name=boring_meeting2.jpg)](https://www.kevburns.com/blog/3-must-dos-safety-meetings) If safety meetings are not fun or engaging for attendees, they won’t remember what was discussed. So streamline your meetings in 2018. Part of the overall strategy for safety communication and meetings should be a requirement to avoid mind-numbing and boring your people whenever possible. Maybe that idea a lone could be your personal mission for 2018. Look, we know it's tough especially when the subject-matter or presenters are boring. So the idea is to find ways to step outside the 'boring and predicatble" safety meeting. Make it a plan for employees to engage and stay sharp. That means getting rid of boring statistics, figures, graphs and performance chart that you can lay your hands on at them in one meeting. Put it this way, if your safety meeting presentation includes charts and graphs, you're out of ideas. And more importantly, out of touch. Once upon a time, you attended a boring safety meeting. But that doesn't give you license to do the same to your crews. PowerPoint is the seventh pit of hell. It's Corporate Karaoke – the word-for-word, sing-along regurgitation of every thought in a presenter’s head posted on a slide in tiny font type. Your people disengage from the safety meeting the moment you put up a slide with seven lines of type with some boring blue background. You've got to make safety engaging. If it’s not fun or engaging for attendees, they won’t remember it. When people engage, they remember. That's a key learning nugget for you to take into the New Year and to help you plan better safety meetings. [Read More](https://www.kevburns.com/blog/3-must-dos-safety-meetings) ## [Top 4 Strategies To Improve Safety Buy-in](https://www.kevburns.com/blog/4-buy-in-strategies) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![safety meetings and safety buy in](https://www.kevburns.com/hs-fs/file-59500345-jpg/images/safetymeeting01-2.jpg?width=900&name=safetymeeting01-2.jpg)](https://www.kevburns.com/blog/4-buy-in-strategies) Great safety performance doesn't happen by accident (pardon the pun). Well, it can happen for a little while by accident but it cannot sustain. There needs to be a wholistic approach taken to safety. Ensuring that front line supervisors get decent management and supervisory skills can create better performance. Add solid, interactive safety meetings, and safety messaging that builds a positive reinforcement of safety and you build better motivation for employees to want to be involved. But, where does buy-in start? It starts in the relationship between employee and direct supervisor or safety person. In almost every instance, once an employee buys-in to their immediate boss, they are more likely to buy-in to what their boss is saying. When an employee has developed respect for their immediate boss, they are more willing to be influenced by that person. We allow ourselves to be influenced by the voices of those people we respect. Supervisors without trust and respect are neither trusted nor respected. It's tough to convince people that safety is good for them if you don't have the employee's trust and respect. You have no influence without trust and respect. You may have authority but that doesn't translate into influence. Group meetings called to address and fix individual behaviors is dangerous. That's like trying to address one person's time management skills by forcing the entire staff into a time management course. It punishes those who are doing it right, it demotivates the rest of the staff and it makes people want to hate safety. [Read More](https://www.kevburns.com/blog/4-buy-in-strategies) ## [How to Promote Safety Positively](https://www.kevburns.com/blog/how-to-promote-safety-positively) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![promote02.jpg](https://www.kevburns.com/hs-fs/hubfs/promote02.jpg?width=900&name=promote02.jpg)](https://www.kevburns.com/blog/how-to-promote-safety-positively) Be positive about your safety program and the way it helps to protect and value your good people. Promote. A scary word for safety people and supervisors. For the ones who don’t understand what it means, it feels disingenuous. But to promote something is to advance a cause or a program; to support it or to actively encourage. So when you tell your people to be safe, you are promoting safety. When you erect posters as safety reminders, you are promoting safety. When you hold a safety meeting, you are promoting safety. When you recognize good behaviors, you are promoting safety. And in order to build a solid safety culture, we cannot do it without promoting safety. [Read More](https://www.kevburns.com/blog/how-to-promote-safety-positively) ## [4 Ways To Make Safety Positive](https://www.kevburns.com/blog/4-ways-safety-positive) Posted by [Kevin Burns](https://www.kevburns.com/blog/author/kevin-burns) on October 1, 2024 [![leaders01.jpg](https://www.kevburns.com/hs-fs/hubfs/leaders01.jpg?width=900&name=leaders01.jpg)](https://www.kevburns.com/blog/4-ways-safety-positive) Stop discussing the negatives of not being safe. Instead, focus on the positives of buying-in to safety. Ask employees about how they perceive the safety program and they will most likely answer that it's dull, boring, repetitive, mind-numbing, disengaging, and it tries to scare you into compliance. That's because safety has been focused on following rules and avoiding injury or accidents. But like everything else in life, safety evolves. Sure, there is still an expectation of meeting the minimum standards of safety. But, that's the least that the law will allow you to do. If the focus is to achieve the minimum standard, you are chasing compliance - the standard that you are not allowed to fall below. And when safety programs are focused only on achieving the minimum, that's where the organization will live. As organizations are becoming more people-centric, they are integrating people-development programs. You cannot develop your people without including safety. The best-managed companies and employers-of-choice still value a profit but not at the expense of their good people. They are organizations that attract the best employees and hang onto them. As I say regularly, the best place to work is always the safest place to work. The best employees are attracted to workplaces that focus on achieving positives, more than just avoiding negatives. The best workplaces have a plan to make the experience of working there a positive one. Here are the four most important ways to focus your safety program on positives: [Read More](https://www.kevburns.com/blog/4-ways-safety-positive) [Previous](https://www.kevburns.com/blog/topic/safety-marketing/page/1) [All posts](https://www.kevburns.com/blog/all) [Next](https://www.kevburns.com/blog/topic/safety-marketing/page/3) ### Subscribe to Kevin's Blog Get insights and strategies to build the leadership skills employees want their supervisors to have! Subscribe now. --- Kevin Burns' newest book, **The CareFull Supervisor**. 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