What does your company stand for? If your drivers, employees, and customers were asked, would safety come to mind, or would it be an afterthought? While safety can be a policy, a department, a talking point, or a checklist, when it’s a value woven into your organization’s fabric, it transforms decisions, actions, and interactions at every level.
All too often, safety is treated as a box to check. It’s viewed as a compliance exercise. However, the truth is that safety can be your competitive edge. A culture built around safety builds trust, inspires loyalty, and attracts top talent. It can also be a financial advantage as accidents, insurance claims, and vehicle downtime can negatively impact your bottom line.
Leading with safety sends a message. It reinforces the commitment that as an organization, “We care.” It’s a message about our people, our partners, and the communities we serve, and that’s a story worth telling every day.
Here’s how you can build a culture of safety in your organization:
Appoint a Safety Champion
Every culture needs a catalyst. Appoint a Safety Director—someone with the authority and resources to spearhead and embed safety in every aspect of an organization’s operations and culture. This role should be openly and actively championed by senior leadership so that everyone recognizes its importance within the organization.
Turn Safety into a Habit
Habits don’t form overnight because they’re built through repetition. Safety shouldn’t be an occasional topic. It should be at the forefront of every meeting, every shift, every trip, every day.
When safety becomes part of every conversation, it radiates as a core value. Core values are contagious. When leadership and front-line employees alike own safety, it shifts from being a task to being part of your identity.
Tell Stories, Not Just Statistics
Statistics inform, but stories inspire. Share real-life accounts of how safety saved lives, prevented disasters, or strengthened your business. Stories connect emotionally, making safety personal. When it’s personal and easy to relate to, it sticks.
Engage Drivers in the Process
Drivers are on the front lines of your safety culture. Empower them to take an active role by encouraging open communication. When drivers feel heard and equipped to make informed decisions, safety becomes more than a directive. You’ll be surprised how empowerment leads to better decisions and outcomes.
Provide Continuous Training & Support
A training session once a year won’t cut it. Offer real-time, relevant sessions that prepare drivers for challenges like inclement weather or mechanical issues. Empowered and well-trained drivers make smarter, safer decisions.
Leverage Technology
Telematics, dash cams, and audible safety coaches provide real-time insights into driving behavior, vehicle health, and potential hazards. Use this data to refine safety efforts, prevent problems, and continuously improve. Technology is a key piece of the puzzle in making safety a deeply embedded value.
Measure, Evaluate, and Improve
Safety is a journey, not a destination. Use data such as incident reports, near-miss records, and driver feedback to assess what’s working and what needs adjustment. Regular evaluation keeps your policies agile and your organization growing. Remember, growth happens when you’re willing to make adjustments, no matter how small.
Bottom Line: Make Safety the Standard
Here’s the paradox: when safety works, no one notices. It becomes invisible, seamless, and expected, which is exactly why it matters. At its core, safety isn’t just about avoiding accidents, it’s about creating a culture where accidents don’t stand a chance.
So, ask yourself: What story are you telling today and is safety part of it?
Bruno Parmeziani currently serves as Director of Safety and Driver Recruiting for Auto Driveaway. Bruno has been with Auto Driveaway for nearly 8 years and has worked in the transportation logistics industry since 2010. CLICK HERE if you’d like to hear more about building a culture of safety.
