From Safety Posters to TikTok: Engaging Gen Z in Workplace Safety

Engaging Gen Z in Workplace Safety: A Cultural Shift

Engaging Gen Z in workplace safety is no longer just about posting warnings on bulletin boards or handing out procedure manuals.

This new generation of workers, born roughly between 1997 and 2012, has grown up with smartphones, short-form content, and meme culture. They thrive on authenticity, visual learning, and digital interactivity.

For OHSE professionals, this presents both a challenge and an opportunity to rethink how we communicate safety messages.

Who Is Gen Z and Why Does Their Approach to Safety Matter?

Generation Z workers value immediacy, engagement, and relevance. They expect workplace communication to mirror what they experience online—short, visual, and to the point.

Unlike previous generations, they are more likely to question authority and demand inclusive and transparent safety cultures. Their expectations shift the paradigm from top-down rule enforcement to collaborative safety leadership.

According to Pew Research, Gen Z is the most diverse and connected generation in history. Ignoring their communication style risks reduced safety engagement, increased incidents, and missed opportunities for safety innovation.

Why Traditional Safety Posters Are Fading Out

While traditional posters and memos have long been a staple of safety communication, their effectiveness is diminishing with digitally native employees.

Gen Z often scans, swipes, and skips anything that doesn’t immediately capture their attention. A generic sign saying “Safety First” in faded print just doesn’t cut it anymore.

Instead, workplaces should consider:

• Replacing static posters with animated digital signage.
• Using short videos and infographics that visually demonstrate hazards.
• Creating QR-code linked microlearning modules placed near real hazards.

TikTok, Memes, and Reels: Tools for OHSE Engagement

Platforms like TikTok, Instagram Reels, and YouTube Shorts are not just for entertainment—they are powerful education tools. Short, catchy, and often humorous content can convey serious messages when tailored effectively.

Real Examples:

• A hospital staff training team created a 30-second PPE challenge using trending audio to promote correct donning and doffing procedures.
• A construction company turned slip, trip, and fall prevention tips into a meme series with weekly episodes shared via their internal app.
• Warehouse workers shared near-miss stories in dramatic reenactment-style TikToks, sparking team discussions.

Using tools like Canva or CapCut, safety officers can produce simple but engaging visuals with ease.

How to Design Safety Messages Gen Z Will Actually Read

1. Make it visual – Use bold icons, emojis (appropriately), and color-coded warnings.
2. Speak their language – Use modern phrasing, pop culture references, and relatable scenarios.
3. Keep it short – Break long procedures into bullet-pointed stories or “how-to” reels.
4. Be interactive – Use quizzes, polls, or gamified modules through apps like Kahoot or Mentimeter.
5. Use peer influencers – Let respected Gen Z team members lead safety videos or internal campaigns.

Internal Communication Tactics That Work

• Slack channels or Teams groups dedicated to “Safety Snapshots of the Week.”
• Gamified learning where teams earn points for safe behavior.
• Real-time hazard updates via mobile apps or SMS notifications.
• Integrate safety training into onboarding via interactive e-learning platforms like TalentLMS or Moodle.

Many of these practices can link back to your broader OHSE training modules. For instance, if you’re running forklift safety training, embed a short TikTok-style video in your LMS or reference OHSE.ca articles to reinforce learning with real-world cases.

Addressing the Stereotypes: Gen Z Cares About Safety

It’s a myth that Gen Z is careless. In reality, they value well-being and social responsibility. They just need the message to be delivered differently. Transparency, purpose, and flexibility are core values for this generation.

According to a 2023 Deloitte survey, Gen Z workers rank mental health, safety, and inclusivity as top concerns in job satisfaction. This reinforces the need to merge physical and psychological safety into workplace conversations.

Gen Z and Mental Health Safety

Mental health safety is especially important for younger workers navigating new industries. Stress, anxiety, and burnout must be considered in OHSE plans.

You can link Gen Z to internal wellness resources or external support systems like:

• WellCan
• MindBeacon
• CAMH

Case Study: Turning a Boring Policy into a Viral Moment

One tech company turned their dull emergency evacuation policy into a humorous parody skit using Gen Z slang and exaggerated scenarios. It racked up 40,000 views on their internal portal—and survey results showed 83% retention of emergency steps compared to 29% from traditional emails.

Final Thoughts: From Safety Posters to TikTok — Keep It Moving

Engaging Gen Z in workplace safety requires more than a new poster — it needs a mindset shift. When we meet younger workers where they are — on their screens, in their culture, and with their values — safety becomes a shared mission, not a mandate.

Investing in modern tools, visual storytelling, and collaborative platforms isn’t just trendy—it’s a strategic step toward reducing incidents and building long-term safety culture.