In this new era of economic reflection, its fair to say that 6 out of 10 companies have already started, or are in the process of evaluating and/or implementing a downsizing initiative.
Having held senior positions at three global companies, and being recruited by two dozen+ small, medium and large companies, all facing "gale force headwinds", its safe to say that a very small percentage of HR managers have any extensive practical experience, truly appreciate, and/or have any training in the area of wide-scale downsizings and managing the post mortem process.
Yes, we're referring to grief counseling, as those that are left behind are the ones that have to be attended to.
What does this have to do with marketing? Just about everything.
As the attrition rate escalates, remaining employee morale is a priority that too many people discount (marketing execs, sales execs, etc), and truth be told, the team managers that are responsible for taking proactive steps to ensure ongoing productivity are often ill-equipped, or too distracted wondering about their own future.
The internal communication process is the foundation for any/all outbound initiatives. Low employee morale leads to reduced productivity, lower quality of goods/services, and ultimately to lower sales/revenue. And no amount of advertising can fix that problem. That's when the brand starts to disintegrate.
Screw up the layoff process, and you'll easily poison the well for those that remain. Its that simple.
The country's biggest banks and financial service firms are already implementing unheralded, enterprise wide layoffs. As are every company serving the auto industry, the lodging industry, etc etc.
Sure, the big ones have legions of HR execs to help "manage" the process, and to otherwise implement programs that ensure remaining employees stay loyal, stay focused and stay productive.
Aside from a lack of perceived objectivity, one could argue whether any of these companies and their respective HR people truly understand what needs to be done; which is why outside crisis management and objective corporate grief counselors need to be brought in.
Real experts, not "internal HR managers", but objective, outside professionals that really know what they're doing, and have broad experience dealing with these situations.
If your company is downsizing and recognizes how important it is to 'invest' precious dollars in your remaining human talent--I'd heartily recommend that you contact the people at LeadershipIQ. It just so happens that the firm's CEO Mark Murphy, who just finished a gig teaching the teachers at Harvard University is an expert on the topic..just look at his resume, or search him on Google : MARK MURPHY LEADERSHIP IQ
Don't look at how much money you don't have, just call him.
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