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Layoffs are never just about numbers. Behind every “resource reduction” or “cost optimisation strategy” is a human being, someone who has rent to pay, dreams to chase, and a career they’ve worked hard to build. That’s why, in times of downsizing, how you communicate matters just as much as what you decide.
We’ve seen what happens when companies get it wrong. Remember that viral LinkedIn post from the CEO who shared a teary selfie after firing two employees? While the intention may have been to show vulnerability, the internet didn’t see empathy; it saw performative guilt. The backlash was swift, with many accusing the post of making the layoffs about him rather than those affected. Actions like these, even when well-meaning, can quickly come across as tone-deaf or self-serving.
In today’s world, where public opinion spreads faster than a press release, corporate communication isn’t just PR, it’s damage control, reputation insurance, and basic human decency. Done right, it can soften the blow for employees, maintain internal morale, and build long-term trust in your leadership.
So, let’s talk about it.
The Cost of Getting It Wrong
We’ve all seen the headlines and the hashtags. Zoom’s layoffs were announced via a cold, scripted webinar. Google employees learning they were fired through a system-generated email. Entire teams are let go over group video calls with barely a thank you.
These moments became case studies in how not to communicate. Public backlash flooded social media. Former employees shared horror stories on Glassdoor. And top talent began to question if these “dream companies” were worth the risk.
The fallout? Reputational damage, broken trust, and a weakened employer brand.
In a world where every exit can go viral, poor layoff communication isn’t just insensitive, it’s expensive.
Because when you treat people like line items, the world takes note.
Layoffs with Empathy: What Great Leaders Do
Empathy isn’t a bonus during layoffs; it’s the bare minimum. When Airbnb had to part ways with 25% of its workforce, CEO Brian Chesky’s letter became the gold standard: honest, heartfelt, and human. He explained the “why” without hiding behind jargon and ensured real support like extended healthcare, job placement help, and personalised references.
Satya Nadella of Microsoft has also set a tone for compassionate leadership. His emphasis on listening, context, and dignity even during hard decisions, has won admiration beyond his company.
Great leaders communicate early. They speak directly, ideally in person or via live video and with emotional clarity. They don’t just drop HR links; they provide actual support: career coaching, mental health resources, and internal referrals.
In tough times, emotional intelligence isn’t soft; it’s strategic. Because of how you exit, people speak volumes to those who stay.
The Role of the Comms Team
Behind every graceful layoff message is a sharp, strategic communications team. Internal comms plays a crucial role in preparing leadership and HR, not just with what to say, but how and when to say it. Tone, timing, and consistency across departments matter just as much as the content itself.
Meanwhile, the PR team must get ahead of the external narrative. That means crafting clear statements for the media, monitoring social platforms like LinkedIn, and briefing spokespersons to handle tough questions with grace.
Most importantly, comms must be proactive in countering rumours before they spiral. In the age of screenshots and Slack leaks, silence is riskier than transparency. Done right, a well-coordinated message can soften the blow and protect the brand’s reputation long after the headlines fade.
By Sushrut Tewari,
A writer covering trends, innovation, and brand storytelling in India and beyond.
