Every time I think I’ve seen the worst example of employee communication, another one comes along that lowers the bar to new depths.
Daily Voice is the new lowest of the low.
I read this incredible story on Ragan.com, which picked it up from the gossip website Gawker. Daily Voice, a network of micro news sites in the Northeast U.S., is going through some tough times like a lot of companies these days. But unlike most companies, Daily Voice chose to first tease employees with a Friday afternoon promise of “good news” about the company’s future, then engage in a Monday bloodbath of closures and layoffs.
Make no mistake: Daily Voice management flat-out lied to employees. “Monday morning we will share with you the news about where we’re going and how we’re going to get there,” wrote Chairman Carll Tucker. “The news is good—but you’ll need to sit tight while we finalize our plans. I am pumped about the prospect of working with you to build a great company.”
Management then scheduled individual meetings with employees that were in fact termination notices. Adding insult to injury, the company gave no severance packages.
I’m guessing this mess will stand for many years as the best example of how not to communicate and carry out a layoff. Critiquing it is like shooting the proverbial fish in a barrel.
So, how should a company share such bad news? I’ve written about layoff communications before, but let me give some tips germane to this example.
First, tell the truth. And don’t lie. These are two separate but equally important points. Hopefully, talk of a forthcoming layoff is not going to be a shocker to your employees because your leaders have regularly communicated how the company is doing and what is at stake. If a layoff is inevitable, explain the business reasons for it and be up front about the process. (This all requires planning, and a communication professional should be part of the layoff planning process.)
Never mislead employees. Never try to gloss over a terrible situation — and layoffs are terrible. There is no getting around it. But business leaders and communicators must be forthcoming and transparent, open and honest.
The best way to communicate that a layoff is coming is face to face. That’s not always possible, depending on how an organization is structured, but it is an option that should be discussed and considered before resorting to other communication methods. In a face-to-face setting, business leaders have a better opportunity to demonstrate sincerity and empathy (through tone of voice and body language) and employees have a chance to ask questions.
Employees should hear about their specific fates in one-on-one meetings with their managers. Without question, this is one of the most difficult things a manager ever has to do, but it is part of the job. Communicators can help prepare managers for these conversations by providing information, resources and even coaching.
Remember the survivors of a layoff. They are the often-forgotten victims of downsizing. A layoff is likely to leave them in sorrow over the loss of co-workers and their confidence in the company’s viability is likely to be shaken. While business leaders should eventually turn employees’ attention forward, there must be a period of time for grieving — yes, grieving. Don’t try to communicate optimism for the future and a forward-focus too soon after a layoff or the surviving employees may not get on board. Can you imagine anyone at Daily Voice today being as pumped up about the future as Chairman Carll Tucker? Not likely.
It’s amazing that in 2013 we hear stories as stupid as what has happened at Daily Voice. With a still-struggling economy and an increasingly competitive marketplace, however, there will be plenty of opportunities for other companies to get it wrong — or to do it right.
Filed under: Crisis Communications, Employee Communication, Executive Communication, Strategic Communication | Tagged: Carll Tucker, Daily Voice, downsizing, economy, employee communications, Gawker, layoff communication, layoffs, Ragan.com | 2 Comments »