Chereen Brown, Freddie Crous Presentation at the #2012waic Conference - Ghent, Belgium

1. Utilising Appreciative Inquiry (AI) to
create a vision for ethics in the
profession of Industrial Psychology in
South Africa
Chereen Brown
Leon van Vuuren
Freddie Crous
(Department of Industrial Psychology
& People Management, UJ)

2. 1. Context
• Industrial Psychology is statutorily positioned as a
specialised field within the broader profession of
psychology.
• Ascribes to the Professional Code of Ethical
Conduct as published by the Professional Board for
Psychology of the HPCSA.
• Shortcoming = code may not be totally aligned
with the practice of industrial psychologists.
• A need to build a sustainable ethics culture within
the profession
• Professionals adhere to ethics because they believe
in it and because they want to.
• ETHICS VISION

3. Agenda
1. Background
2. The alternative
3. Method
4. Results: Focus Group
5. 4-D Cycle
6. Results: AI
7. The Ethics Vision
8. The Oath
9. Conclusion

4. 1. Background
vs
Traditional Approach An Alternative
Approach

5. 2. The alternative
Identify an approach
that uncovers &
embraces the
positive dimensions
of ethics – inform
the vision

6. 3. Method
• Mixed mode approach (qualitative research)
- Focus Group (Content analysis)
- AI (Positive action research intervention
guided by the 4-D cycle)

7. 4. Results: Focus Group
• Ethics is an imperative element of the
profession
• Ethical obligation to stakeholders
• Accountable
• Branded as an ethical profession
• Guided by a set of ethical values & code
• Being ethical = opportunities
• Being unethical = risks

8. 5. 4-D Cycle (AI)
Discovery
“What gives life”
APPRECIATING
Destiny
“How to empower Define Dream
improvise?”
and adjust/
Affirmative
“What might be?”
ENVISIONING
SUSTAINING Topic Choice IMAPCT
Design
“What should be – the
ideal?”
CO-CONSTRUCTIING
The appreciative inquiry 4-D Cycle (Cooperrider et al., 2008, p.5)

9. Discovery
“What
gives
life”
6. Results: AI
• Ethics = a way of live
= a sense of identity, our “beacon”
= enable us to restore dignity in the
workplace
= enables IPs to transcend the individual
as well as their credibility
= help to ensure the systematic well being
of all stakeholders
• Values & integrity lead to sustainability
• Internal professional accountability

10. Dream
“What might 6. Results: AI
be?”
Think 5 years down the line. How would you
want our profession to be described?
• Make a difference
• Follow a scientist practitioner model
• Balance the needs & interest of the profession
with the needs of stakeholders
• Concern for human well-being
• Experts on human behaviour
• Formation of an expert support council
• Provide professional service
• Greater good
• Ethics = our foundation

13. Design
“What should 6. Results: AI
be – the
ideal?”
• Ethical values needed to fulfil the vision:
– Accountability
– Diversity
– Integrity
– Professionalism
– Dignity
– Competence
– Trust
– Greater good
– Objectivity
– Respect

14. Destiny
“How to
empower &
6. Results: AI
adjust?”
• Strategies selected to make this vision a
living document:
– Develop a value-based credo
– Visible symbol to new IPs
– Management structure/system
– Training
– Rewards
– Communicate (i.e. help desk)

15. 7. The Ethics Vision
The Art of being ethical
Our Vision: Balancing organisational
prosperity with human flourishing
A commitment to ethics by industrial
psychologists

16. 7. The Ethics Vision
This commitment to ethics is about how we, as
members of the unified profession of industrial
psychology, strive towards balancing what is good
for us with what is good for our primary
stakeholders, which includes our clients, our
colleagues as well as society. It is important that we
value and respect their diversity and engage with
them in both a professional and accountable
manner with their best interests at heart. As
scientist practitioners, we have an ethical obligation to
be competent experts on human behaviour within
the organisational context. As professionals, we are
committed to continuously developing our skills as well
as ourselves.

17. 7. The Ethics Vision
Industrial psychology is a profession whereby ethics is our
foundation and the glue of our profession. Everything we
do is centred on the greater good and concern for
human well-being in the workplace. Ethics is the core of
our professional being and it is thus our responsibility and
duty to behave ethically. We aim to create a sustainable
ethical culture within the profession of industrial psychology
and as professionals we strive to be ethical role models.

18. 7. The Ethics Vision
Our ethical values
• Respect: We uphold the dignity of our stakeholders and treat
them with respect and empathy.
• Integrity: We do the right thing fairly and consistently. We
also stand up for what is wrong and do something about it.
• Accountability: We take responsibility for our decisions and
ownership for our conduct.
• Diversity: We value and respect individual differences and
encourage diversity within our profession.
• Trust: We strive to instill a sense of confidence in our
stakeholders by being honest and by providing truthful
information and feedback.
• Objectivity: We make decisions based on valid, reliable,
unbiased information. Practice is evidence-based and we aim to
avoid bias. All information is evaluated with a critical eye.

19. 8. The Oath
Industrial
Psychologist’s Oath
• As an industrial psychologist, my foremost responsibility is to
promote and balance organisational and societal
prosperity with human flourishing.
• I accept that work forms an integral part of people’s lives,
that organisations cannot thrive without the commitment and
contribution of people.
• I follow in the footsteps of past and current industrial
psychologists who gave our discipline and profession
scientific credibility.
• I will value and utilise their contributions, methods and wisdom
to assist individuals, groups and organisations in making the

20. 8. The Oath
• I am professionally and ethically bound to serve with
integrity, respect and dignity.
• I am committed to doing the right thing fairly and
consistently and to causing no harm.
• I endeavour to be just, to respect individual
differences and to encourage equality and
diversity. I will speak out against all wrongs.
• As a scientist in this discipline, I have an obligation to
conduct all inquiry with the necessary scientific
rigour.
• I will uphold my expert knowledge of human
experience and behaviour in the world of work. I will
continually develop myself and my knowledge and
skills.

21. 8. The Oath
• I will practise my profession with due care and make
decisions based on valid, reliable and unbiased
information.
• My practice will be evidence-based and I will evaluate
all information critically and impartially.
• I strive to live up to the expectations associated with
this worthy profession. I am professionally responsible
and accountable in all of my actions and interactions.
• Therein lies the trust that others place in me.

22. 9. Conclusion
• An alternative way exists!!!! (AI)
• Outcome = an ethics vision that is
positive and developmental
• Platform for a sustainable ethics
culture
• Creation of an Oath

23. Thank you