When layoffs occur, it can be a challenging time for both employees and employers, and negative reviews from former employees on job sites such as LinkedIn and Glassdoor can make a difficult situation even worse for employers. Often, it’s the responsibility of the communications department to address such reviews in a tactful and professional way so as to avoid any further harm to their company’s reputation.
Comms leaders can take steps to mitigate the damage negative employee reviews can do, and even work with other departments to prevent negative employee experiences in the future, which can improve recruiting and retention. Read on to learn more about how a company can navigate poor employee reviews following a round of layoffs with these tips from members of Forbes Communications Council.
Members pictured from left to right.
Photos courtesy of the individual members.1. Be Compassionate
Layoffs are occurring across industries—but especially in tech—and it’s devastating to those who are impacted. I wouldn’t shy away from replying to negative reviews, but instead, thank them for their contributions and wish them the best in their future endeavors. - Ahmad Daher, Envijo
2. Hold Yourself Accountable And Be Transparent
Too many times, CEOs and other leaders miss the mark by trying to explain away or over-explain their decisions with filler, when it would be better to get ahead of the negativity with the simple message of taking responsibility, support and respect. - Nina Mehta, MIT Technology Review
3. Respect Former Employees’ Need To Vent
No matter how kindly and compassionately the company handles layoffs, people will still be upset about losing their jobs. Show empathy, provide support for their transition and be clear that the layoffs are not due to individual performance but business realities. - Elizabeth Baskin, Tribe, Inc.
4. Treat People With Respect, Grace and Humanity
Be transparent and explain the “why.” Provide resources and benefits such as continuing health insurance coverage through the Consolidated Omnibus Budget Reconciliation Act (COBRA) and extended daycare benefits. Help them; don’t just dump them. People will understand bad news if you go through the effort. Of course, a good culture begins when times are good, not just when they are bad. - Ira Gostin, G8 Strategies LLC
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5. Acknowledge Former Employees
Prepare a few lines in response, and do remember to personalize it so that it doesn’t feel automated. People want to be recognized and heard. You have an opportunity to at least add your voice to the conversation in a positive or sympathetic way. Just a few lines addressing the layoffs or the employee’s experience is better than silence. - Alexia Bregman, The Bureau Of Small Projects
6. Offer Support And Resources
Layoffs can be a difficult and emotional experience for employees. Show empathy and compassion for their situation, and offer support and resources to help them through the transition. Treat affected employees with respect and dignity, and avoid making them feel like they are at fault. - Jaime Hunt, Old Dominion University
7. Look At Feedback As A Gift
It is not easy to make tough business decisions that impact people’s lives. Inherently, a company won’t ever get it right for each person who has been impacted—and some companies get it really wrong. As you mature and grow as a brand, consider feedback from recent employees as a gift to help you be better in the future for your customers and, most importantly, your people. - Jonathan Shroyer, Arise Gaming
8. Lead With Empathy
It can be tempting to roll out the company line and deny the experience of those negative reviewers, but remember—it’s tough for these employees. Instead, lead with empathy, address the reviews with a constructive tone and show that your company is receptive to all forms of feedback. What’s done is done, but you can show that you will always try to do better in the future. - Patrick Ward, Rootstrap
9. Be Transparent Before And During Layoffs
Before and during layoffs, publish a sincere and profoundly explanatory document that is highly transparent and loaded with empathy and figures, emphasizing that there is no other choice left. Invest time in writing recommendation letters and memorable mentions for the employees. Let them know that this complex decision was the change you tried to avoid; still, you’ve not managed to prevent it, as much as you had expected and hoped to. - Katja Fašink, Transmission System Operator ELES
10. Conduct Layoffs With Kindness
If you must lay employees off, do it with compassion and empathy. Provide severance, healthcare packages and job search support. Speak one-on-one with those affected. Getting laid off is a horrible experience; do it with kindness, and you’ll reduce the potential for negative reviews. - Lana Johnson, Elevation Talent Group
11. Respond To Messages Truthfully And Respectfully
Respond to all messages and keep in mind that since your responses are public, they are likely being closely read and dissected—especially given that emotions might be high in those who wrote them. Reply truthfully, and try to avoid a ton of copy and pasting to show your sincerity. - Victoria Zelefsky, The Menkiti Group
12. Keep It Real And Be Humble
People who get laid off are hurting, and part of good crisis comms in your organization is owning that reality and responsibility. Have your best, most empathetic communicators monitor reviews and offer support where appropriate. If future job candidates raise concerns, be transparent and share how you’ve worked to prevent layoffs from happening again. - Casey Munck, Act-On Software
13. Be Up Front And Acknowledge The Feedback
When a company is fair and transparent with its employees, it should see negative reviews that are both short-lived and sad about what has happened in the business, as opposed to negative reviews about the company itself. For those who see negative reviews, the best way to approach them is to be up front and let people know their feedback matters and is heard. - Jeanniey Walden, LiftOff Enterprises
14. Engage With And Help Former Employees
It is about being there for the affected employees with empathy. Set up methods for job seekers to network and interact with hiring companies. Open up your company’s social networks to these candidates to get exposure for their next opportunity. If you engage with them and help them, they will be forever grateful to your brand, and bitterness won’t have time to take hold in most of them. - Michael Cupps, ActiveOps
15. Show Respect And Explain Your Reasons
As leaders, we are dealing with people’s lives, and ending a job can be so hard. Giving feedback to the person, giving them room for improvement and, if layoffs are needed, showing respect and taking time to explain your reasons is the best way to handle it. - Santiago Vicaria, Ontop
