The importance of layoff comms methods

A report stated that just impersonalized layoffs are on the rise.

No internal communicator wants to be the bearer of bad news. But getting layoff communications right is important for preserving both the dignity of those affected by the move and the employer’s reputation. When you’re able to share the news in a fashion that preserves the humanity of employees on the receiving end of the process and reflects the company’s tone and culture, you’re on the right track. However, failure to do so can erode even well-established company cultures.

Recent research shows that there’s a pattern of impersonal layoff communication taking shape. According to a report by Zety, 30% of workers were informed of a layoff through a large company meeting. Furthermore, 29% of impacted employees got the news of their layoff got the news through an email and 28% were called by their manager or an HR representative. And while it’s not a large number, 2% of surveyed employees discovering their jobs were gone after their access to email or messaging platforms was abruptly disconnected is noteworthy. These statistics show that impersonal approaches to layoff communications are becoming more prominent.

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There are several factors that can be ascribed to the rise of impersonalized layoff comms. Part of it can be chalked up to more dispersed organizations in which management finds it easier to cut employees in different locations all at once rather than taking the time to individualize conversations. Another factor is the rise in digital-first communication through messaging platforms and email, which has taken some of the humanity out of communication in some organizations.

Regardless of the situation surrounding the layoff, empathy needs to be readily apparent in everything an internal communicator does. People are what make up a company’s culture, and that needs to shine through in layoff comms. Even when the affected team members depart after the job cuts, the remaining employees will see how leaders and communicators handled the move.

In a piece for Ragan last summer, Dr. Kerry O’Grady touched on how poorly-executed layoff comms can impact both the overall business and prospects of those announcing the move. People will remember how a layoff was done just as much as they’ll remember the layoff itself.

“Handling the people who do the work in careless ways and assuming everyone is replaceable will cause irreversible damage to not only the bottom line, but the long-term career success of those mishandling the circumstances,” she said.

Medium matters

The way a layoff is communicated is important, extending beyond the words spoken when the news breaks. It’s also critically important to consider every part of the equation, including how affected employees find out.

In communications, valuable lessons can come from examples of what not to do in addition to following good precedent. For instance, comms pros should look to Google’s layoffs in early 2023 as an example to avoid. Rather than individualizing and humanizing the issue at hand, the tech giant sent out emails to employees in the middle of the night, which a lot of staff naturally missed as they got ready for work. When employees showed up to the office, some workers found out they no longer had a job when their key cards didn’t work. Needless to say, both impacted employees and their colleagues who remained were less than happy with how the message of job losses was shared.

While a big company like Google will naturally face more complex layoff communications (especially if the job cuts impact people in offices in different locations), offering clarity and a human-centric response is necessary. If you don’t nail it, it’s going to show you in a not-so-rosy light as an employer.

Internal communicators should always know that the way the message is shared is often just as important as the message itself. That’s especially true during a time of major change like a layoff, when a company’s commitment to culture via comms will be put to the test. As impersonalized layoff comms methods continue, internal comms should remember the ties between how a message is packaged and how it’s received.

Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports and hosting trivia.

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