The Institution of Safety and Health (IOSH) is the Chartered membership organisation for Occupational Safety and Health (OSH) with around 48,000 members globally. Health and safety has changed a lot in the last decade or so; well before COVID, it was increasingly recognised as a core business function. As a result, in addition to being technically competent, health and safety practitioners at all levels need business skills, to influence, plan and implement change in the workplace. IOSH sets and maintains the professional standard through its Membership Grades, so it’s important that the requirements for each grade are aligned with the needs of employers today and in the foreseeable future. In 2019/2020 IOSH therefore conducted a review of its grades through consultation with members and other stakeholders.
What we did
IOSH needed additional capacity and expertise to lead a year-long communications campaign that would inspire all stakeholders to engage in the consultation and compel members to vote on a number of changes at the end of the process.
Working in a quasi-interim capacity with the Communications, Professional Services and Governance teams, Marcie Bell:
- Developed strategy and a phased communications plan
- Produced content for Board papers, internal briefings and iosh.com
- Wrote copy for a wide range of stakeholder communications, from email campaigns to magazine articles and FAQs
- Briefed and managed a design agency to develop creative campaign materials to drive member engagement
- Advised on strategy to drive and manage engagement in social networks/forums
- Up-skilled and mentored members of the communications team
As well as leading communications for the Membership Grades Review, Marcie identified opportunities to strengthen IOSH’s approach to digital communications:
- Briefed and managed a specialist agency to conduct an audit of social media engagement and develop a social media engagement strategy
- Identified issues affecting the performance of IOSH content in search engines and triggered an audit of search engine optimisation (SEO), which led to corrective measures
This project was high stakes, complex and politically sensitive. I needed a communications expert who could quickly grasp the complexity of our governance structure and stakeholders, to ensure our members had proper input into the consultation process and understood the impact of the proposed changes in preparation for a vote at our AGM.
Marcie was a core part of the project team and had the skill to craft and drive an extremely engaging and impactful communications strategy. She is a consummate professional who I have trusted completely, especially where she has had to make quick judgement calls on positioning and responses to very difficult and sensitive communications situations. I would not hesitate to work with Marcie again should the opportunity arise.
Vanessa Harwood-Whitcher, Director of Professional Services, IOSH
To find out about this project and the specific challenges we faced, please get in touch.