Principal and CEO of GetFive, a leader in Modern Outplacement (moving on) and Career Management Solutions (moving up).
getty
Another wave of Covid-19 is already beginning to surge across the country. What it means for the economy is unclear at this point — another lockdown? — but it's a sure bet that it will mean a second wave of layoffs.
Layoffs are starting now, according to a Cornell University survey, done in conjunction with JQI and RIWI. It highlights an especially cruel roller coaster for 31% of workers, many in the hospitality industry, who were initially laid off or furloughed at the start of the pandemic. They were called back to work only to be laid off or furloughed again. Ouch. What a terrible situation for both employee and employer.
If a second wave, or even a first wave, of layoffs hasn't hit your business, that's great. Survive and thrive! That's what's going to make our economy rebound. But if layoffs are a possibility looming on your horizon, now's the time to start thinking seriously about how your company's reputation could falter if you go about it the wrong way. It's about protecting your brand from the scathing reviews former employees can and do post online.
Remember the days before Glassdoor? Human resources pros nationwide just let out a collective groan. That's because Glassdoor and sites like it are now the retribution forum for disgruntled employees. People who are job hunting regularly check Glassdoor and similar sites for an inside look at what it's really like to work at their company of choice. Negative company reviews on these sites make it highly difficult to hire top talent, hence the HR disdain. Even in this uncertain job market, top talent has choices. You don't want to give them any reason to choose your competitor.
That's why safeguarding your employer brand is of paramount concern, especially if layoffs are in your future. Handling those layoffs correctly is the key to avoiding real damage to your brand. Here are a few suggestions:
Do it in person — or at least personally.
You may have seen stories online about a recent high-profile layoff that was conducted via a mass Zoom meeting, which lasted all of two minutes without any upper-level management — the ones responsible for the layoffs — in attendance. The only reason we, people who don't work for that company, know about it, is that the shell-shocked employees vented their frustration online. That's brand crushing. However, if you're laying off hundreds of people, or if your staff is working remotely now because of the pandemic, it's not practical or even possible to sit face-to-face. Zoom meetings can feel more personal if the top brass steps up and talks about the reasons for the layoffs or if managers are there to thank employees for their service.
Offer career transition support.
Offering immediate outplacement services like resume reviews, interview preparation, career coaching and techniques for successful job searches gives those employees a lifeline, something tangible and positive to focus on and hope for the future. If you have some advance notice of a layoff, connecting your exiting employees with outplacement services before their end date with the company is ideal as they're more marketable when they're still employed.
Care for the survivors.
Layoffs don't just affect the employees who are cleaning out their desks. They do a number on the survivors, too. A poorly handled layoff can make your company culture take a nosedive in a hurry. Morale can dip, and the people you've chosen to keep can and often do cast their nets out there to see what the job market might hold for them. In order to prevent that from happening, you have to do more than help the laid-off employees exit with dignity. You have to do right by the survivors, too. Not only will your remaining employees be picking up the slack and getting more work on their already full plates, but they'll also miss their colleagues and fear they might be next. Transparent communication is a must. If their jobs are safe for now, let them know that. Also, make an effort to mitigate their extra workloads.
Layoffs have always been a necessary evil in business. Nobody likes them, they're unpleasant all the way around, but sometimes layoffs need to happen for the health of the company, especially in this pandemic age. However, there's a right way and a wrong way to handle them. A little grace, compassion and understanding go a long way when you're laying someone off. Giving people a lifeline in the uncertain and tumultuous sea of being out of work in a pandemic is good for them, good for your brand and good for your company's morale and culture.
Forbes Human Resources Council is an invitation-only organization for HR executives across all industries. Do I qualify?
