The use of branding to communicate an organization’s values to its customers and potential job candidates has become an important marketing tool, one that seems here to stay.

Yet, when we think of the many benefits that result from efforts to ensure a safe workplace, chances are that their ability to add value to an organization’s brand isn’t the first thing that springs to mind.

In a business climate in which having a recognizable brand on website and social media platforms has taken a strong hold, present employees are perhaps the foremost ambassadors of an organization’s brand with respect to safety culture.

In the previous installments of this series (Safety Culture, Safety is a Team Win), we discussed the importance of employee perceptions of a safety culture at work and how this can benefit everyone in the organization. The value of cultivating a team mentality in which everyone is enthused about the work the organization is doing and their role in it cannot be overstated.

Employees with a positive perception of safety culture not only deliver high quality products and services, their attentiveness to safety can manifest itself in fewer accidents and injuries. And team members showing their enthusiasm and support on social media both formally and informally can go a long way to sharing an organization’s safety message.

It’s also important to consider the potential impact apparent lapses in safety (or employees’ perceptions of them) can have when posted to social media and job boards.

A fundamental part of establishing and keeping a brand identity is by ensuring a sense of consistency of communications.

For instance, it may be possible to share a corporate mission with a core audience through various media, but the messages should be aligned to reflect a consistent personality, or voice.

Online media can be an effective tool for engaging readers and have them coming back for more. Those messages can include a mix of everything from testimonials to tips and hints. Just remember what has become a touchstone of social media: Always be of service. A typical recommendation is for education to outweigh self-promotion by a ratio of at least 3 to 1.

It’s important to view such communications as an ongoing conversation rather than as something to be set on auto-pilot and adjusted occasionally. The watchword here is “integrity.” Numerous studies, not to mention conventional wisdom, suggest that organizations that hold to their own values are likely to attract – and keep – like-minded employees.