Leader safety storytelling: A qualitative analysis of the attributes of effective safety storytelling and its outcomes

Abstract

Leadership, particularly leaders’ communication with workers, plays an important role in enhancing workplace safety. Yet despite this important role, the specific communication actions that a leader can utilise to communicate effectively remain unknown. Rooted in narrative persuasion and general leadership theory, the current study examines leaders’ safety storytelling as a specific leader communication action that can positively contribute to workplace safety. Based on a deductive qualitative content analysis of 41 interviews with leaders and subordinates, we examine the attributes of leader safety storytelling relevant to its effectiveness, as well as the outcomes perceived to be linked to effective leader safety storytelling. Findings show that nine storytelling attributes appear relevant to leader safety storytelling. Of these nine, six (i.e., relatability, realism, risk level, structure, descriptiveness and explicit appeals) were related to the story itself and three (i.e., delivery style, questions and visual aids) were related to the leader’s presentation of the story. Additionally, findings indicate that effective leader safety storytelling is perceived to be associated with eight outcomes: four represented perceived leader-related outcomes (i.e., workers’ perceptions of their leader’s approachability, trustworthiness, transformational leadership style, and safety commitment), and four represented perceived safety-related outcomes (i.e., workers’ safety behaviours, safety knowledge, safety motivation, and safety attitudes). We conclude by providing a conceptual framework for effective leader safety storytelling that can guide future research. Findings can also inform leader safety storytelling in practice by facilitating targeted guidance and interventions.