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layoffs

When Employee Branding Hurts

by cv harquail on June 8, 2009

Employee Branding, done well, can be a great tool for the organization. The organization gets employees to behave in ways that are aligned with the organization’s desired brand message, and employees get a sense of connection to the brand and what it stands for, as well as a little bit of empowerment for making these promises more of a reality.

200906081206.jpg However, there are times when even the most carefully conceived and respectfully executed employee branding problems end up hurting the employees. In particular, employee branding can end up hurting an employee when the employee-organization relationship ends.

When employees end the relationship themselves, it can be difficult to say goodbye to a meaningful connection and to let go of that sense of themselves that was crafted through all those employee branding activities. However, when employees leave on their own, it is often to take on another role (at another organization or not) where their desire to be connected and to have a meaningful relationship with their work environment can be filled in the new way.

But woe to the “branded” employee whose separation from the organization is not voluntary.

We know that a lot of these involuntary separations have occurred (just look at the data on layoffs). For a large proportion of these employees, their relationships with their organizations were not ended because the employee’s performance was bad or because he or she no longer cared about the organization’s goals. Rather, the relationships were ended by the organization, for the organization’s benefit.

An involuntary ending of the branded employee’s relationship with the organization is painful, because it can feel as though the organization is rejecting the employee even after all the employee has done to serve the organization- – even going so far as to change her priorities, her behavior, and her “self”-expression.

Employee branding hurt s when employees who have contributed their skills, their energy and especially their sense of self self to the organization are abruptly (and sometimes even blithely) dropped by their organizations. (This is one of the reasons I dislike how quickly organizations resort to layoffs rather than alternatives.) At this moment, those “living the brand” programs , certificates and coffee mugs are seen for what they too often are– tools of the machine.

Consider this excerpt from a fabulous blog by an ‘ex-employee’, IttyBityCrazy. Describing her day at the “outsourcing consultant”, she writes:

… my ex-employer has not simply hired an outplacement firm and let them take care of us at their facility. Nope. My ex-employer had set up a special office for its outcasts, manned by (the outplacement agency) staff. But everything other than the staff is from my ex-employer. The cube furniture, the equipment, the fridges with sodas, the snack machines, the coffee makers. The coffee cups have my ex-employer’s branding on them! Way to help us move on!

(So the way this outplacement experience will work is:) I can drive for forty minutes, walk the silent corridors, sit in a soulless cube and, when I can’t stand that anymore, I can meet someone in the kitchen and, both holding our ex-employer-branded coffee cups, we can chat about the good old days. And about how we’re moving on up and moving on out. How it’s time to break free, and nothing can stop us.

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After I let IttyBittyCrazy’s writing sink in, I imagined this ex-employee (who elsewhere describes many great things about her (former) organization/ job) standing there in the kitchenette. Struggling to find some hope after having been told that she must “let go”.

But what have they given her to hold on to? One of the very tools that her organizations used to bring her in more closely.

How’s that for a contradiction?

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My esteemed colleague and fellow Michigan PhD alum, Aneil Mishra, is a well-known expert on the ’softer’ organizational affects of downsizing and layoffs: morale, commitment and trust. Writing today about furloughs at GM on his blog Total Trust, Aneil mentions that

"In our research on downsizing, we’ve found that across-the-board cost cutting like this (specifically, pay reductions) rarely achieves its intended goal of actually reducing costs. That’s because such measures have a significant negative impact on employee morale, among other negative outcomes."

For reasons that became clear to me a little later, this comment stopped me in my tracks. I wondered: Have I been advocating alternatives to layoffs, like voluntary pay reductions, that actually don’t reduce costs any better than layoffs themselves?

Are we really stuck between two options, Layoffs and Alternatives to Layoffs, where both options fail to reduce costs and instead depress morale and commitment — and thus obstruct productivity and innovation? What’s a leader to do? What have we missed?

Then, reflecting on Paul Levy at Beth Israel Hospital, Diane Hessen’s post about "Return on Openness" and my own experience in the Ivorydale Soap Plant with high-commitment/high-involvement work systems, I remembered:

It’s not what you do, but how you do it. More specifically, it may not be ‘layoffs’ or ‘pay reductions’ per se that fail to reduce costs, or depress morale. Rather, it may be how these decisions are made and implemented in each organization that generates these less-than-desirable outcomes.

Said another way– Which is preferable: Layoffs or Alternatives to Layoffs ?

Neither?! W hat’s preferable is a democratic, transparent, high-involvement, decision-making process for creating a cost-cutting, ‘right-sizing’ strategy.

Because I think of Aneil’s research as being focused on situations where layoffs and downsizing were inevitable , I hadn’t considered how Aneil and his colleagues’ findings might offer insights about getting the cost and commitment benefits that alternatives to layoffs are supposed to bring. Although their research doesn’t address situations where alternatives to layoffs are chosen, the steps for increasing commitment while reducing costs are the same:

Consider: Mishra & Spreitzer (1998) argue that if employees:
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1.  Feel they can can trust top management,

2.  See the outcomes of the process as being just (i.e., using a fair process, sharing the burden fairly, having a reasonable rationale), and

3.  Feel empowered to address the additional problems created by the solution they agree to (such as adding new roles to current jobs, or managing different work schedules),

=> Employees will respond to downsizing/layoffs in a "hopeful" way.

"Hopeful Responses" are active (not passive) and constructive (not destructive).

When members respond in a hopeful way, they are excited about the future in spite of the present difficulty, they are optimistic, they focus on solving problems rather than complaining, they take initiative, and they become "active advocates" within the organization. They are more able to cope with the complexities of downsizing (both psychologically and operationally), because they experience a sense of ownership and take responsibility for making the plan work.

It’s all about "cost plus…"

… A focus on cost PLUS a process that centers on democracy, transparency and involvement. Whether the choice is layoffs, pay reductions, furloughs or reduced work weeks, it is the process that cuts costs while sustaining morale and commitment– or not.

So a little reminder to myself

– I need to advocate strategic alternatives to layoffs decided upon through transparent, democratic organizational processes.
– Advocate both a goal and a process. Don’t assume that a goal that seems to disrespect employees (e.g., layoffs) is always achieved through process that disrespect employees.

Layoffs chosen through democratic, transparent processes, rather than by executive fiat, can actually sustain morale and generate commitment.

Similarly, don’t assume that goals that appear to respect employees are always achieved through process that respect employees.

Alternatives to layoffs decided by executive fiat may save jobs, but alternatives to layoffs chosen though transparent and democratic processes preserve and sustain organizations.

Success depends not only on desirable, humane goals (avoiding layoffs) but also on desirable and humane strategies (transparency and democracy) for choosing these alternatives.

The takeaway?

It’s not just alternatives to layoffs, but also cost cutting strategies that involve, empower, and trust organization members, that lead to increased productivity and innovation, and to cost-savings in times of crisis.

For more detail, see : Explaining How Survivors Respond to Downsizing: The Roles of Trust, Empowerment, Justice, and Work Redesign, Academy of Management Review (1998) Aneil Mishra and Gretchen Spreitzer

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Finding a Leadership Opportunity in Alternatives to Layoffs

March 16, 2009

Let’s say you’ve been convinced by the argument against layoffs and the recommendations for trying alternatives to layoffs. You’ve looked at a few of the Honor Roll organizations and decided to take that next step…
As you prepare to act, consider this additional option. Can you find a way to make alternatives into [...]

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Alternatives to Layoffs: One Truth and Three Lies that keep organizations from trying

December 21, 2008

After weeks of reports of one organization’s layoffs after another (leaving me to wonder who in corporate America still has a secure job) comes a brighter bit of news – some organizations are trying to find alternatives to layoffs to manage the downturn in their economic prospects, according to The New York Times today [...]

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If Stephen Colbert were the CEO of Zappos: Explaining a layoff to your employees

November 13, 2008

On The Colbert Report , it’s called "The Word".  In Web 2.0, it’s called "transparency ".
Historically, it’s called "telling the truth".
As I was working on a more serious post about Zappos , I could not push aside my annoyance at the contradiction between the way the Zappos layoff has been discussed in the general [...]

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Authentic Responses to Recession? Try Alternatives to Layoffs

November 10, 2008

The latest report of the Bureau of Labor Statistics states that in September 2008 alone, 2,269 companies executed a "mass layoff" . (A "mass layoff" is defined as firing at least 50 employees at one time from the organization.) This is the highest number of organizations executing a mass layoff since September of 2001.
While [...]

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