Adrian Gostick

I know, there are so many bigger issues going on in the world. But now and then we just need to talk about simpler things. For instance: is it communication or communications?

Now and then I’ll visit a Corporate Communication department that calls itself Communications. It’s a simple thing, but the word communication is already plural when used to explain that you are in the business of writing, marketing, PR, etc.
So is communications always wrong? Tim Larson, associate professor of communication at the University of Utah, defines the two terms as such:

• Communication — The exchange of information between individuals, for example, by means of speaking, writing, or using a common system of signs or behavior.
• Communications — The technology and systems used for sending and receiving messages, for example postal, telephone, radio, TV and the Internet.

In other words, according to Professor Larson, a lineman working on a telephone pole works in the communications field, but a writer, editor, public relations practitioner works in a communication department.
Okay, that’s my rant. Off this week to speak at the HR Institute of Alberta and then on to the University of Arkansas. More stories from those venues I’m sure.

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I met a fellow last week who’s in charge of culture change and safety at a large oil drilling company. His goal with employees from Brazil to Africa to the Gulf of Mexico is to have them act safely on their offshore rigs. Safety is even more important than performance goals, he said. That should be an easy enough message to get across, right? Hardly. Years ago I had the chance to visit a few oil rigs, and they certainly didn’t seem like safe places—what with the grease, pipe and machinery whirling everywhere. But this executive felt he could almost eliminate workplace accidents if he could just get his managers to reward safe behaviors and his workers to internalize the safety message.

So far accidents on his watch are down significantly, and he’s doing it by asking employees not to remember how important safety is to the company or their customers, but asking employees to consider what matters most outside of work. He quoted an international study that found the three most important things in people’s lives are typically: Their god, their health and their family. (I’ve seen similar studies, including this one from 2001. )

So, for instance, if you can constantly help people remember that being safe keeps them with their loved ones, they’ll be more likely to act in the ways you want them to. The message becomes, “Your daughter/wife/mom don’t want to go to your funeral, so follow procedure.” Those types of missives have much more impact than, “Remember to put safety first!”

It’s a great concept. By thinking about the outside motivating needs of our employees, we can better position our communication of corporate values. While religion is probably off limits, is there a way today to think about how you can link your employee communication efforts to your workers’ family or health?

Larry O’Donnell just may make you tear up—but in a good way. A few weeks ago the president and COO of Waste Management went undercover in his own firm for the NBC television show Undercover Boss. Larry posed as a new hire and rode along on a garbage truck, worked in a landfill, and struggled to keep up at a recycling center. It was one of the most touching television experiences in a long while as this boss saw firsthand how hard his people work, and how the decisions he makes in the corporate offices affects those on the front lines.

Here’s a link to the show.

If you can make through the reveals at the end without getting a little misty eyed, you are tougher than me.

Larry’s candor during his week in the field—showing the good and the bad—intrigued the business media as well. Last week my colleague Tom Mayer gave me a heads up that Larry was going to be on CNN. Larry had this to say about his employees: “They want to feel appreciated when they do a good job. They want to be recognized and they want to have a voice. And if you can create the type of culture and environment where people want to be there, it`s more than just showing up for a paycheck, it can be very powerful, not only for the company, but you can create a work environment where people want to be a part of the team.”

Amen Larry. As we illustrated with the 200,000-person study in our book The Carrot Principle, organizations that effectively recognize great work are up to three times more profitable than those that are ineffective. Seems like Larry O’Donnell and Waste Management are on their way to building a stronger culture, and strategic recognition and employee engagement are going to be keys to their success.