We know — layoffs and employer branding don’t exactly go hand in hand.

But in reality, they kind of have to.

Because even when your company is going through tough transitions — especially when it’s going through tough transitions — your employer brand still exists.

People are still watching. Employees (past, present, and future) are still talking. Candidates are still forming opinions.

And how you show up now will define how trustworthy and resilient your brand looks later.

So, what should you do when layoffs are happening, but you still need to nurture your employer brand?

Let’s talk about it.

First: Let’s Acknowledge the Elephant

Layoffs are brutal.

They impact real people, teams, families, and morale. There’s no sugar-coating it… it’s a difficult time.

But pretending it’s not happening or going full radio silence isn’t the answer either.

Transparency and empathy go a long way.

Internally and externally.

People appreciate honesty. In fact, it builds credibility.

So, consider ways to own the narrative without spinning or overselling.

Acknowledge the challenge. Show care for affected employees. Share how you’re supporting them. Be real, not rehearsed.

REAL EXAMPLE: One of our clients shared an internal message – raw and kind – expressing appreciation for every employee impacted and linking to a public-facing post about their transition support services. They weren’t trying to sell sunshine. They were just being human. And it made a difference.

Refine (Don’t Retire) Your Employer Brand

When layoffs hit, your instinct might be to pump the brakes on employer brand efforts. “How can we talk about how great it is to work here… when people are leaving?”

Here’s the thing: Your employer brand isn’t just about recruiting.

It’s about who you are as a company. What you value. How you treat people in the best and worst of times.

This is actually a key moment to reinforce those values.

So shift your strategy, don’t abandon it.

Instead of highlighting the usual perks, focus on:

• Your leadership’s empathy and transparency

• The resilience of your remaining teams

• The support you’re offering departing employees

• How you’re recommitting to your mission, even as things change

This kind of storytelling doesn’t feel tone-deaf. It feels honest. And people respect that.

Use Internal Stories to Rebuild Trust

Your internal culture might take a hit during layoffs, that’s normal.

But there are still stories worth sharing.

Now’s the time to spotlight:

• Teams pulling together to support each other

• Managers going above and beyond

• New ideas and small wins that reflect your core values

And you don’t need a big production crew to do it.

Use employee-generated content. Ask your team to film short videos on their phones. Repurpose old footage.  Use EditMate (hey, that’s us) to quickly turn it into meaningful content that reflects the real spirit of your team.

Gathering your C-suite to record short video messages can help humanize the layoff process and show real leadership empathy and transparency. These videos create a personal touch that written statements often lack, helping employees (especially remote employees in distributed workforces) feel seen, supported, and respected.

Keep Communicating — Internally First, Then Outward

It’s tempting to stay quiet to avoid saying the wrong thing.

But silence creates space for speculation and fear.

Instead:

• Keep communication lines open with your remaining team. Make space for questions. Be transparent about what’s next.

• Then, communicate externally in a calm, values-aligned way — think: LinkedIn updates, leadership blogs, or behind-the-scenes content that gives a real-time view into how your company is evolving.

The tone matters here. Lead with empathy. Skip the buzzwords. Just be real.

TL;DR

If your company is going through layoffs, your employer brand shouldn’t go dark.

It should get more honest, more human, and more aligned with your actual values.

Because the way you handle this season is your employer brand.

And down the line, when you’re hiring again (and you will be), people will remember how you showed up — or didn’t.

Want help telling those honest, real-time stories?

We can help your team crowdsource and repurpose footage, share internal voices, and turn tough transitions into powerful, authentic employer brand content.

👉 Book a call with us. We’re here to help, even in the hard moments.