Internal marketing can mitigate concerns by helping employees make a powerful emotional connection to safety, which in turn makes them much less likely to undermine (either intentionally or unconsciously) safety practices and programs.

Most companies would prefer that their employees step up and do their best work voluntarily instead of having to be pushed just to do the bare minimum. But when organizations focus solely on achieving compliance (which is not much more than getting people to check boxes), they are missing the bigger picture: commitment. 

In the workplace, connection arises when people engage in something bigger than themselves, have a sense of belonging to the organization, and share its values and mission with people they trust.

Although people generally do care about safety, they often hold different understandings of it.

Great workplaces know that giving back to the community boosts employee morale and fosters pride within the company.