Layoffs, particularly over the past year, have become a predictable reality. And unfortunately, most companies aren’t ready when it comes to communication and public response.
In 2024, Tesla (14,500), Intel (15,000), Cisco (10,000), and Meta (3,600) all experienced major layoffs. Layoffs aren’t only a reality for tech companies, as federal government workers deal with with major firings through the Department of Government Efficiency. In 2025, so far, DOGE, led by Elon Musk, cut 62,242 positions. Additionally, the Social Security Administration is set to close 47 field offices across the country, and dismiss over 10% of its workforce—potentially affecting processes for millions of beneficiaries.
Layoffs are being felt across the PR and media industries, too. In December 2024, Edelman laid off approximately 5% of its workforce, or 330 employees. Weber Shandwick Collective trimmed staff in early 2025. Axios laid off 50 employees in August 2024. The ABC News Group lost 6 percent of its staff this month, and CNN cut 200 jobs in January, amongst other media companies.
Even the happiest address, Sesame Street, announced a 20% reduction in staff recently.
Lack of a Plan
Despite the layoff surge and economic downturn, many companies find themselves unprepared when downsizing comes. According to Capterra’s 2023 Crisis Communications Survey, only 49% of U.S. businesses have a formal, documented crisis communications plan, and 23% either lack a plan or are unsure if one exists.
Without proper preparation, this leaves many companies scrambling. A lack of planning can produce inconsistent messaging, with varying answers coming from different leaders. There’s often poor follow-through with no clear steps, and worse, a cold tone that treats layoffs as business decisions rather than focusing on the human impact.
Downsizing staff is never easy, but how it's communicated can define a company's reputation both internally and externally.
Stripe’s 2025 layoffs backfired due to poor tone and execution. The internal communications showcased a cartoon duck and incorrect termination dates, turning a sensitive moment into a viral joke. Similarly, Meta’s controversy over a “low performer” label led to the layoff of 3,600 employees, or 5% of its workforce.
A Model for Layoffs
By contrast, Airbnb’s 2020 COVID-19 (May 2020) layoffs are often cited as a gold standard for layoff communication. CEO Brian Chesky’s delivered an honest and compassionate message, and acknowledged the pain caused by the decision while clearly explaining the reasons behind it. Airbnb supported impacted employees with severance, healthcare, and outplacement assistance. This approach preserved employee trust and reinforced Airbnb’s brand integrity.
You should note that government firings are a different beast. The heightened media scrutiny mixed with political pressure means higher stakes. It’s even more important to lead with transparency and consistency.
10 Tips for Layoff Communications
A reduction in staff can make or break a company’s reputation. Even without a perfect plan, following these 10 best practices can help leaders navigate layoffs with clarity, empathy and professionalism.
- Lead with empathy. This seems obvious, but during layoffs acknowledging the human impact upfront is essential. Recognize that this is not just a business decision. It’s a deeply personal moment for those affected.
- Own the “why.” A company needs to clearly explain the business reasons behind the layoffs without deflecting responsibility. It’s all about accountability. Transparency about why the cuts are necessary will build credibility and help employees understand the broader context.
- Be transparent. If an organization doesn't have all the answers, just be honest. Employees value transparency and honesty over vague or misleading statements. Transparency also helps eliminate the “am I next” fears.
- Centralize communications. Make sure that all employees hear the same message at the same time, through the same channels. Inconsistent messages from different leaders breeds confusion and resentment.
- Equip managers with talking points. Frontline managers are often the first point of contact for affected employees. Provide clear, consistent language so that these leaders can answer questions confidently and compassionately.
- Avoid transactional language. Phrases like “headcount reductions” or “resource realignment” (and definitely “low performer” labels from Meta) feel cold and impersonal. Use language that reflects the emotional weight of the situation.
- Explain what happens next. Be specific about severance, healthcare coverage and other benefits. Employees need clarity about their final paychecks, benefits and the timing of their departure.
- Offer outplacement support. Not all companies can support this, but if you can, help departing employees with resume assistance, job placements services and networking opportunities.
- Monitor the narrative. Expect media coverage and internal conversations that bleed onto social media like LinkedIn, Facebook, Substack and more. Proactively share your company's perspective with the press, and prepare leadership for fielding difficult questions.
- Follow up with unaffected employees. Layoffs are a morale killer. Acknowledge the company’s emotional impact, reassure them about the company’s future (if possible), and provide a clear plan for moving forward.
Layoffs are hard, but how they’re handled defines how a company is remembered. Employees might understand the business need for layoffs, but they won’t forget how the process made them feel.
Lindsey Bradshaw is a freelance writer, PR, and communications consultant at Lindsey Bradshaw Communications. For 17 years, she’s helped Series A-D tech startups drive awareness and achieve business goals through creative and effective communications.