Layoffs have always been difficult, but in today’s environment, they’re also public and fast-moving. What used to unfold quietly through internal communication now hits LinkedIn within minutes. Employees aren’t shy about sharing their experiences, and the takes aren’t always fair or favorable.
The reality is that no matter how compassionately your HR team handles a layoff process, employees are going to be understandably upset. If even a few take to social media to vent about their experiences, it could throw your business into a PR crisis. Here’s how your team can rise to the occasion.
From Internal Decision to Public Narrative, Instantly
A surprisingly high 58% of employees report that they would “consider recording” their experiences during a layoff. Human resources professionals appear to be keenly aware of this threat, as two-thirds of HR leaders are concerned that layoff conversations could be shared publicly or recorded.
Recent high-profile layoffs have shown just how quickly events can spill onto LinkedIn. Employees often post within minutes of being notified. They may share screenshots, personal stories, or let loose the raw emotions they are feeling.
These posts can:
- Gain thousands of views within hours
- Attract media attention
- Shape how your company is perceived by candidates, customers, and investors
In other words, your layoff plan is now your employer brand strategy. Handling it any other way could set you up for a PR catastrophe that takes weeks or months to mitigate.
Why Layoffs Are Now a PR Risk
When a company handles layoffs poorly, LinkedIn amplifies the damage. Here are some common mistakes to avoid:
- Impersonal communication, like mass emails or very little notice
- Lack of transparency about the “why”
- Inconsistent messaging between leadership and HR
- Silence from executives after the fact
If your company makes one or more of these mistakes, terminated employees could make posts that frame the organization as cold or out of touch. On the flip side, organizations that handle layoffs thoughtfully and empathetically can actually strengthen trust, even in these difficult moments.
What This Means for Your HR Strategy
Your team needs to adjust how it approaches layoffs. A well-run layoff today requires executive leadership, communications, and human resources to be aligned. Here’s what you can do:
Plan for the LinkedIn Moment
In today’s environment, it’s not a matter of if news of the layoff will be shared on LinkedIn, but when. You can prepare by crafting a clear, empathetic message ahead of time. Prepare leadership statements for LinkedIn so that they can post responses as soon as all employee notifications are complete.
While you may not be able to get ahead of every post, you can publish the company’s stance within minutes of finishing the layoffs.
Lead With Humanity
Employees remember what happened and how they were treated. Best practices during a layoff include:
- Delivering news in a personal, respectful way
- Giving managers tools to have real conversations
- Offering meaningful support
When your employees feel respected, it influences what and how they post. There is a lower likelihood that they will post negatively or badmouth the company online.
Equip Leaders to Show Up Publicly
Silence from the C-suite creates a vacuum, and LinkedIn will fill it one way or another. Your executive team should:
- Publicly acknowledge the layoffs
- Share context and accountability
- Reinforce company values
While each executive’s post should retain their personal brand and style, the key points across all messages should be aligned.
Monitor and Respond in Real Time
HR and communications teams need to keep a close eye on LinkedIn during and after the layoffs. While you can’t, nor should you try to, control the narrative, you do need to know what the general sentiment is. Thoughtfully commenting or acknowledging the repercussions of the layoffs can go a long way.
Think Beyond the Exit
Layoffs don’t just impact those leaving, but also everyone who remains. A poorly handled layoff can damage morale internally and hinder future recruiting efforts for months or even years. Be thoughtful when preparing for a layoff to reinforce trust in the organization.
Want to Go Deeper?
Brivio Health Insights provides actionable information for B2B healthcare brands. Use our data and insights to make the most of LinkedIn as a communication tool.
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