Promoting Our Value

Employers want to know what you bring to the table. They want to know how you improve their bottom line and what you can do for them. They want value-add employees.

Did you ever wonder why you make the salary you make? Were you ever curious how your employer decided it was necessary to employ an SH&E professional or a team of SH&E professionals? Are you currently wondering how to be more marketable to a prospective employer, get a promotion or even improve your job security by being more valuable to your employer?

Part of ASSE’s vision is to be a global leader of the profession, and one of our goals is to promote the SH&E profession. Being the steward for an entire profession is a big task. As an organization, it is something we are working on diligently. For ASSE to lead this charge and for each of us to promote our profession, we need a clear understanding of the issue from all angles.

To develop this understanding, ASSE undertook a project to examine the value of the profession. You may be thinking, “Gosh, Chris, the value of the profession is the salary I make.” But the real answer is quite the opposite. From your employer’s perspective, your salary is the cost of the profession, not its value. Today, employers want to know what you bring to the table. They want to know how you improve their bottom line and what you can do for them. They want value-add employees.

It used to be enough to come to work and do a good job. By working hard and demonstrating skills, we earned raises, promotions and, hopefully, some respect. But today’s workplaces are different. Globalization has made the market more competitive. We all are being asked to do more with less, and the lines of responsibility for jobs blur more each day. Thus, it is more important than ever for us to define the scope of our responsibilities as a profession. It is critical that we demonstrate the value we deliver. Otherwise, employers may begin to believe that someone else can do our job just as well, making it nothing more than a collateral duty.

Through the value of the profession project, ASSE identified and examined the gaps that exist between our views of how we aid an organization and our employers’ view of our function. Most SH&E professionals would say that the safety function brings value in many ways. Safety helps reduce costs and risks, it enhances a company’s reputation, it improves efficiency, productivity, quality and employee morale. All of these attributes add to a company’s ability to compete globally. But what do senior managers think about the profession? Do they agree with our assessment or do they view the safety function as primarily regulatory in nature?

And what about the value that SH&E professionals bring to their employers? We all hope that management views us as leaders, as knowledgeable contributors who think strategically toward improving the overall organization. But is that truly their view? Or do they think of us as compliance-oriented, technical geeks? More importantly, do they believe that anyone can do safety? To learn more about the study’s findings and ASSE’s plans for the future, read the articles published in Professional Safety in May 2008 (p. 24) and November 2008 (p. 40-42).

So what can you do to help advance the profession? Consider two key insights from the study related to managers’ perceptions. First, managers surveyed felt that SH&E professionals did not meet their expectations regarding business and strategy. We can be better at planning and reacting strategically. We need to develop practical solutions that integrate safety into business productivity. And we need to better understand financial terms and evaluate proposed projects against their projected payoff.

Second, managers felt SH&E professionals were lacking in certain areas of technical expertise. Initially, I found this surprising. Then I realized that managers expect something different from a technical perspective than what most SH&E professionals target. Managers are not talking about our engineering or compliance knowledge. They are talking about our ability to speak in terms of risk to the organization. SH&E professionals could be better at assessing the probability and severity of losses and accidents that may result from hazards. We need to implement programs to evaluate hazard control and program effectiveness.

Understanding these perceptions will help us better fulfill our leaders’ expectations and demonstrate the value we deliver to our organizations. ASSE is using this information to create professional development opportunities. Each of us also must take the time to develop the skills needed to fill the gaps. Promoting a profession is a big job. Together, it’s a job we can accomplish.

The Social Networking Express

When was the last time you typed a letter to express a business need or to tell a friend about your vacation? If you’re like me, it’s probably been a while. I now rely on a blend of e-mails, wall postings and tweets to communicate with colleagues, family and friends.

To say the least, the ways in which we communicate have changed how we do business, how we stay in touch and, in some ways, how we live. What’s driving this communication revolution? Social networking (or social media). Social networking has grabbed attention and imagination worldwide. The popularity of platforms such as Facebook, LinkedIn and Twitter has exploded:
•Facebook reports 300 million active users. Fifty percent of those users log on to the site each day, and more than 40 million users update their status at least once per day.
•MySpace boasts 125 million members, LinkedIn counts more than 47 million members and Twitter has more than 27 million members.
•According to Pew Internet, the share of adult U.S. Internet users who have a profile on a social networking site has more than quadrupled in the past 4 years, leaping from 8% to 35%.

These numbers continue to grow at astounding rates. Social media is now a leading reason people use the Internet. In fact, the Nielsen Co. recently reported that time spent on social network and blogging sites accounted for 17% of all time spent on the Internet in August 2009, nearly triple the percentage of time spent on those sites just a year ago. And social networking is not just for kids. Facebook says it has more users in the 45 to 65 year old range than in the 13 to 17 year old range. Forty-five percent of users are age 26 and older.

So what does this mean to you, and why am I talking about it in Professional Safety? For you and for ASSE, social media presents tremendous opportunities for networking, collaborating, sharing best practices, communicating and connecting to a nearly unlimited pool of people with similar needs and wants, as well as to information that may benefit you. The world truly is getting smaller. Instead of reaching out to single contacts, you can now create networks of hundreds or thousands of people located around the globe—and you can do so almost instantaneously.

ASSE’s use of technology continues to evolve as well, as we seek new ways to communicate with and engage our diverse membership. Our virtual symposia are a great example of these efforts. These virtual events go far beyond a traditional webinar because we incorporate social networking tools (such as Ning) to create opportunities for attendees to network and connect. Sessions run concurrently and are recorded so they may be viewed on demand, a great benefit to time-crunched professionals and international members who no longer need to worry about time differences.

You may be participating in social networking already. If so, you probably have found many different ways to connect with other ASSE members. A multitude of groups, blogs and forums are focused on SH&E. ASSE is supportive in building these communities, but the real drivers of these conversations are you, the members. By sharing your thoughts and adding to the dialogue, you create value for all members.

If you haven’t given social media a try, I urge you to do so. Talk with your friends, colleagues and fellow members. Find out where they are communicating and join in. You will find it not only fun, but also valuable. If you need a place to start, connect to me. You’ll find me at www.asse.org/­get­connected.

Thinking Strategically

Strategic planning determines where we are going, how we will get there and how we will know when we’ve arrived. It also helps ensure that our present work is part of the bigger future picture.

Imagine sailing across the ocean, heading toward some far-off destination. Now suppose that a new captain takes over the ship each day. Each new captain thinks his/her route is best, so every day, you chart a new course and head the ship in a different direction. Not much chance you’ll ever reach your final destination.
That’s why organizations invest time and resources in strategic planning. Strategic planning determines where an organization is going, how it will get there and how it will know when it arrives. It also helps ensure that present efforts are part of the bigger future picture. The ultimate goal is to find and execute a path to a better future.

ASSE’s vision is to be a global champion of the SH&E professional, a global leader of the profession and a premier resource for those engaged in protecting people, property and the environment. To realize this vision, we must stay focused and remain on our charted course. Certainly, we have to adjust for changing currents and take advantage of shifts in the wind. But overall, the Society’s strategic plan provides for consistency and direction through a frequently changing leadership. It ensures that both staff and volunteer leaders are united around a clear purpose and direction.

More than a year ago, the Board of Directors set out to improve the Society’s strategic planning process. While the process in place provided a good plan, the board wanted to be more involved throughout the process, rather than simply act as an approver of changes. To achieve that, last February, we engaged in a full-day strategic planning session. Before the session, key issues were prioritized, researched and presented to the board. We then engaged in considerable, informed, open dialogue. Ultimately, we developed a plan that allows us to take advantage of key opportunities facing the Society. Our councils, practice specialties and chapters are working on initiatives to achieve these strategic goals.

In these difficult economic times, being strategic is critical to long-term success. It has been shown that organizations which continue spending at a relatively flat rate during a recession are more likely to survive and emerge strong when the economy rebounds than are organizations that cut spending drastically. We must continue to think strategically, invest in the best opportunities, follow our plan and make the best use of our resources.

One way we are doing this is by utilizing available technologies for communication. This area has great potential. By investing time and resources now, we can reduce future costs while improving the benefits you, as members, receive from your professional society.

ASSE is a strong organization. Through and thanks to the efforts of dedicated volunteer leaders, wonderfully committed members and an incredible staff, ASSE will continue to perform well in any economy. Certainly, we will encounter some struggles and difficult decisions will be necessary, but at the end of the day, we are and will continue to be successful.

As we sail through these turbulent waters, we are focused on achieving our vision. We are thinking and acting strategically to ensure that ASSE provides you with the benefits you expect and is well positioned for the future.
“Would you tell me, please, which way I ought to go from here?” asked Alice.
“That depends a good deal on where you want to get to,” said the Cat.
—From Lewis Carroll’s Alice’s Adventures in Wonderland

Our Future Professionals

Remember when you first decided to become a safety professional, the mix of excitement and uncertainty as you wondered where your chosen path would take you? Once you made that choice, how did you make sure you prepared yourself to succeed?

These are questions that our student members—and we have more than 2,000 of them—are currently facing. As a Society, we are helping them find the answers. ASSE provides student members with many benefits, from working with mentors to networking with chapter members who may be able to connect them with employment opportunities, to gaining leadership experience, and much more. ASSE values the opportunity to help these students launch their careers. They are the future of our profession and our Society. By engaging them early, ASSE helps these students strengthen their knowledge, develop skills they need to thrive in the workplace and get a running start at becoming a valuable corporate contributor.

One way we do this is by providing educational opportunities. For example, our student members have free access to ASSE’s virtual classroom, where they can participate in a variety of webinars. They can also participate in the annual Future Safety Leaders Conference. During this event, students interact with working SH&E professionals to learn what they need to know as they enter the workforce. This year’s conference will be held Nov. 12-13 in Indianapolis, and it will cover career options, effective presentations and establishing workplace credibility, as well as building a resume, job interviews and resources such as our online Nexsteps career center. We’ll also be using social media tools to help students begin to build their professional networks. The level of professionalism these future SH&E professionals display is impressive, and I look forward to meeting all the great up-and-comers who will be there.

The ASSE Foundation supports this annual student conference as part of its overall mission to foster future SH&E professionals. The Foundation’s highly successful scholarship program is another part of this mission. In 2009, the Foundation awarded $124,000 in undergraduate and graduate scholarships to 54 students. In addition, each year, the Foundation, in partnership with Liberty Mutual, awards research fellowships to support individuals pursuing advanced degrees in an SH&E-related field. And in conjunction with BCSP, the Foundation publishes Career Guide to the Safety Profession, which provides an excellent overview of the careers available to safety professionals. This publication is distributed regularly to high schools and colleges throughout the country.

Beyond these efforts, ASSE also presents an annual award to recognize the outstanding student section—we currently have 60—that encourages more students to get involved in the research activities and community projects that these groups sponsor each year. These efforts are also supported by our network of local chapters. All student sections are sponsored by a chapter, and these chapters offer students many opportunities to develop key skills, such as public speaking. The chapters give students additional opportunities to network, work with mentors, job shadow, participate in career days, earn scholarships and much more.
Through ASSE’s support, expanding educational offerings and improving academic programs, students are coming into the workforce more prepared than ever. Raising this bar is healthy for our profession, and ASSE will continue to support the growth of student members.

I encourage you to join this effort. Ask your local chapter what student programs you can help with, donate to a Foundation scholarship or volunteer to help with the Future Safety Leaders Conference. Perhaps your corporation would even be interested in being a conference sponsor.

Today’s student members are tomorrow’s professional members. We have an obligation to help them succeed and develop into highly skilled safety practitioners. Doing so will not only help our students, it will also elevate the profession and the practice of safety.

Be Poised for Success

A man is fly-fishing in a stream. Another man walks across a bridge overhead and asks the fisherman whether he needs anything. “Well, I could use some more tippet,” the fisherman replies. The man on the bridge lowers a large rope. Puzzled, the fisherman says he has no use for this rope and again asks for tippet, explaining that it is the very fine fishing line used to tie the fly on. The man on the bridge disagrees. “No, you need this rope,” he says. Just as the fisherman is about to retort, he is suddenly knocked over by a wall of water.

I share this story because I think it illustrates two important points. First, perspective makes all the difference. Second, it is more important than ever to be a member of ASSE. As a leader in the occupational safety and health profession, ASSE is positioned to see far upstream. We are constantly looking ahead to identify potential future trends and future needs in order to deliver the products and services that will help you succeed. By being part of this forward-thinking organization and taking advantage of the many benefits it provides, you are preparing yourself for the inevitable changes and challenges that lie ahead.

Consider, for example, the continuing education events ASSE offers as part of its strategic goal to “deliver the highest quality professional development opportunities to enhance competence and position practitioners for success.” The Society offers an outstanding annual conference as well as a full range of high-quality seminars, symposia and webinars throughout the year. Many of these offerings are now being delivered in virtual format to help you control costs and reduce impacts to your employer. Through these events, you hone your strengths and build new skills. You also meet many other professionals and extend your network—which we all know can be a critical element in career advancement.

Given the current state of the economy, which finds many of us reevaluating our spending, you may be tempted to put off professional development. I urge you to look at it from a different perspective. Competition for jobs is more fierce than ever. With more applicants available, it is a buyer’s market. What will distinguish you from the many other candidates?

To be the most qualified candidate and to be ready when new opportunities emerge, you must continue to learn and expand your knowledge base. Approach your career strategically. Prioritize your spending for the greatest gains now and ready yourself to be in a strong position when the economy rebounds. Focus on keeping yourself marketable, skilled and poised to take a step forward when the opportunity arises. The professional who continuously advances his/her skills will have the edge in any economy.

Technology and Change

In an era of change, it is exciting to see all the things taking place in the world around us. A self-proclaimed change-agent, I am exhilarated by this and seek ways in which I can lead, drive or participate in new opportunities. Looking within, our Society is facing a multitude of opportunities and challenges. The choices we make today will determine how successful and relevant we are tomorrow.

ASSE is a diverse community. Diversity means different things to different people. For some, it means a wide range of practice specialties for our members. For others, it means geographical differences. And what about changing age demographics and the education level of practitioners? Diversity is no longer just race, sex or religion—and we must find new ways to address the needs of our increasingly diverse membership.

How many of you have teenagers who would rather ask a girl to prom via text message than face-to-face? You may think this will be a disadvantage to them in the future, but think about it this way. As the demand to utilize technology increases, the way in which we all do business will change. If utilized intelligently, some of these changes can bring great efficiencies. For example, when confronted with a challenge at work, you no longer have to flip through your rolodex trying to find the card of that person you met at a conference last year who may have the answer you need. Thanks to tools such as social media, e-mail lists and blogs, you can instantly ask your question to a larger network of people—and get multiple viewpoints and solutions to your issue, often within minutes.

These points highlight the many challenges and opportunities currently facing ASSE. As our membership changes, we must find new ways to address your needs. How will we best serve members both here and around the world? How will we serve members who prefer to utilize new technologies to communicate frequent bits of information?

One way we are meeting these needs is through networking opportunities that aren’t hindered by traditional boundaries. For example, through webinars and similar programs, professional development can be offered without the time and expense of travel. Last month, ASSE offered its first virtual symposium which allowed hundreds of participants to attend high-level education sessions from their desktops. The Society will continue to look for new and different ways to engage you, our members, as well as our business leaders, regulatory and legislative bodies, and other stakeholders in our profession. Through technology, we will also seek to maximize efficiency while reducing costs.

To help advance ASSE’s efforts to provide more and better services to such a diverse and ever-changing community, I will seek to advance the Society in four key areas over the coming year:
1) Utilize technology to add value for our membership.
2) Raise awareness about the value of SH&E professionals.
3) Leverage our influence by partnering with other organizations to achieve outcomes of mutual interest.
4) Execute and refine the new strategic planning process in which the Board of Directors has engaged over the last year.

This is an exciting time. I look forward to my year at the helm and I have great confidence that our volunteer leaders and our staff will continue to produce excellent results. This is a fantastic opportunity for me to contribute to the Society while benefitting personally and professionally. I look forward to collaborating with you. By communicating with you, understanding your needs as an ASSE member and SH&E professional, and understanding the state of our profession, ASSE will continue to be the premier SH&E organization.

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