How to protect your employer branding during layoffs

Despite what many people think, layoffs are just as difficult for employers as they are for employees.

They are frequently the outcome of - or an indication of - macroeconomic trends, ranging from economic instability, widespread hasty recruiting, and even the introduction of AI in key occupations.

It is estimated by Layoffs.fyi that since the beginning of 2023, around 183,801 global tech layoffs have happened. Notably, we have seen major layoffs at Meta, Google, Netflix, Disney, and Amazon.

The morale of an organisation’s employees can take a serious hit from this sort of activity, so it must be done carefully, strategically, compassionately, and in accordance with all applicable regulations.

In this article, the goal is for you to gain a strong understanding of how to protect your employer brand by providing an effective layoff communication strategy that will help employees understand what's going on, while also reassuring them that you're doing everything possible under difficult circumstances.

Best strategy for communicating layoffs to employees

Layoff communication can inevitably cause concern both inside and outside the business itself; your company’s reputation could be harmed as a result.

Stakeholders should aim to establish an effective layoff communication strategy capable of creating a favourable employer brand image because there are many potential effects, including a loss of trust from clients and employees, as well as the knock-on struggle of hiring again when the need arises.

Here are a few key considerations for layoff communication strategies.

Be transparent and specific

One of the most important things to keep in mind during layoffs is transparency. Acknowledge the difficulties of the situation and provide a clear plan for the future. 
The employees may have a thousand questions, and it is your duty as the employer to respond to them respectfully.

Tell them that layoffs are a necessary measure to address the issues the business is experiencing. It's critical that employees receive precise information on their final day at work, perks, severance packages, and last paycheck.

Keep all lines of communication available for inquiries, comments, and complaints. Make yourself as accessible as reasonably possible to answer all questions.

For example: Airbnb announced that it was laying off 25% of its workforce due to the impact of COVID-19 on the travel industry. The company's CEO, Brian Chesky, was transparent about the reasons for the decision and communicated the news to employees as soon as possible. Additionally, he provided employees with resources to help them navigate the transition, such as career coaching, CV/resume writing assistance, and a talent directory for recruiters.

Stay focused on the facts, and avoid details that can cause further unnecessary anxiety.

Be empathetic and helpful

Show compassion towards employees who might be feeling fearful, angry, or upset because of the layoff announcement.

It can be an emotional and stressful time for employees, so it's essential for employers to show empathy and gratitude for the contributions of those affected. The impact of the layoff might be lessened and unfavourable attitudes towards the company can be diminished by recognising the employees' commitment and their hard work up to this point in time.

Make it clear to employees that you are genuinely interested in their concerns. Be ready for some people to react negatively; most likely, they will be concerned about how this change will impact them financially. Don't avoid these emotions. Acknowledge them openly and honestly, while offering support throughout.

Be attentive to your social media channels

In the age of social media, news spreads quickly. It’s almost inevitable that there will be some activity on your social channels around the layoffs, so it's important to have a plan in place for how to manage and respond to feedback from the public or even employees who have been affected.

Be prepared to respond quickly to any questions or concerns that arise via activity on social media channels.

Social media can be a powerful tool for showing empathy and compassion. Consider sharing messages of support or resources that are available to help employees during the transition.

For example: Delta announced layoffs due to COVID-19 but used social media to provide resources and support to employees. A video message from the CEO expressing appreciation and empathy also helped protect their employer branding.

The most crucial thing is to be proactive and ensure that all employees have been informed of the decision before anything ends up on social media. This will help prevent rumours or misinformation from spreading.

Strong communication helps preserve your employer brand

Layoffs are never easy, but a strong communication strategy can assist businesses in safeguarding their employer brand and preserving a favourable reputation among staff, clients, and the general public. 

By being transparent, showing empathy and gratitude, and providing clear next steps, companies can minimise the negative impact and help affected employees transition to the next phase of their careers.