Addressing Safety in Manufacturing Through Marketing Campaigns

Addressing Safety in Manufacturing Through Marketing Campaigns


According to the Occupational Safety and Health Administration (OSHA), manufacturing employees deal with the highest number of workplace-related injuries, just above the construction industry. Some of the most common issues include hospitalizations, amputations, and even workplace fatalities. 

That might seem grim, but there’s good news. In that same report, it was found that most workplace injuries are preventable. It’s important that each manufacturing company has its own set of rules and safety standards in place for its employees to prevent injuries as much as possible. But, what does that have to do with marketing

Marketing isn’t solely used to sell goes and services. It can also be used as a promotional tool, especially when it comes to safety and the well-being of workers. Manufacturing companies can utilize marketing campaigns to address and promote safety within the workplace. However, they need to be designed and implemented in a way that ensures the best results and helps to mitigate workplace accidents. 

Still not convinced? Let’s take a closer look at the dangers of ineffective workplace safety in manufacturing, and how marketing campaigns can mitigate those dangers by highlighting effective safety practices and keeping them in the minds of manufacturing workers. 

What Safety Issues Are Manufacturing Workers Facing? 

Before you know the issues that needed to be effectively marketed within the industry, you first have to take a look at the safety problems affecting workers every day. Some of the most common safety hazards in manufacturing include: 

  • Electrical hazards;
  • Human error;
  • Industrial vehicle error;
  • Machine guarding;
  • Poor equipment maintenance;
  • Slips and falls.

One of the most important aspects of addressing safety through marketing is making people aware of what needs the most attention. When you’re trying to market a product or service, you focus on the most important elements so people know what they’re getting. There aren’t any surprises or “gimmicks” that will leave them disappointed. The same needs to be done when marketing safety. By letting workers know the main areas of concern, you’ll make them more aware of things they need to avoid and steps they need to take to protect themselves. 

Bringing these issues to light is one of the first steps every manufacturing company should take to create a culture of workplace safety. From a marketing standpoint, these issues need to be the crux of every safety campaign. When you’re talking about serious injuries or even life-and-death situations, being crystal clear about the risks and common issues is essential. 

Using What’s Already Available

Thankfully, there are plenty of manufacturing businesses that already have safety protocols and procedures in place. Unfortunately, that doesn’t mean those protocols are always followed. 

For example, smart technology is being used across a variety of industries to mitigate workplace accidents. Marketing campaigns are a great way to showcase things like smart tech and how they can be utilized in the manufacturing world. Campaigns can also be used to remind workers of things they already know or policies already in place, including things like: 

  • Wearing safety gear;
  • Making sure equipment is used properly;
  • Taking breaks;
  • Keeping work areas clean;
  • Promoting safe work techniques.

You can also utilize current policies and brand them in a different way. Consider incorporating media like posters, newsletters, pop-up displays, and more around the workplace and digitally. Like any other type of marketing campaign, the more creative and personal you can be with your approach, the more likely it is that the message will stick. 

It can also help to develop a slogan surrounding your safety efforts. That might seem a bit cliche, at first, but there’s no question that a catchy slogan (and even a logo or symbol to go with it) is more likely to stick with people and remind them to stay safe on the job. Your slogan could be an extension of your current public marketing slogan, or you could come up with something new and fresh, specifically related to employee safety. 

Educating Your Employees

Another great way to mitigate injuries and accidents in the workplace is to educate employees on safety. Early reporting can help to prevent risks. Educating manufacturing employees about potential risks and red flags to look out for not only improves your culture but helps to ensure that there’s a strategy in place for reporting and fixing any potential problems. Workers should know exactly what to do when they see a dripping hose, an open window, or a wet floor. 

It’s not enough to have a policy in place if employees don’t know how each procedure works. By turning that policy into a marketing campaign, you’ll create something that sticks with every employee. It’s also essential that employees understand their rights and know that they can take legal action against the company if they get injured on the job. 

Finally, consider hosting training seminars and organizing special campaigns within the workplace specifically dedicated to safety. Running “practice drills” for emergency response situations will help employees feel both educated and prepared. These training opportunities are important for everyone, but they’re especially essential for those in leadership positions, so they can keep an eye on safety practices and know exactly what to do if a problem arises. 

Why is addressing safety in manufacturing through marketing campaigns so important? Not only will it create a better overall culture within the workplace, but it can help manufacturing businesses foster an industry change that others will follow. Businesses that promote worker safety and aren’t afraid to market it on their manufacturing website, on social media, and through recruitment efforts, are more likely to hire top-tier workers and attract other businesses to utilize them. 

The last thing any company wants is to put their employees’ health and safety at risk. While many workers understand that the marketing industry can be inherently dangerous, it’s essential for individual companies to mitigate those dangers as much as possible. Sometimes, passing out a handbook isn’t enough. Marketing campaigns can make a difference. They’ll stick with workers, serve as reminders for best safety practices, and will show every employee that they are valued and their safety is a priority.