How Outplacement Assistance Can Strengthen Your Brand

In the age of social media, brand building has transformed radically. Gone are the days when companies could hone their brand perceptions largely through mission statements and press releases. Today, your brand reputation hinges less on the carefully-crafted content you put out there — and more on the quickly-written opinions shared on social media, job sites, and blogs by current and former employees, customers, and even casual job seekers.

This means creating a positive experience for everyone who comes in contact with your brand is more important than ever — especially in times of major company transitions or layoffs. That is why a company outplacement program is essential for all organizations today.

What is outplacement? It is a service provided by employers to assist departing employees in transitioning to the next step in their careers. By providing these employees with practical, personalized assistance finding new jobs, you not only protect your brand from negative reviews and potential lawsuits, but also strengthen your reputation as a caring, forward-thinking company.

Here are three reasons why outplacement is critical to long-term branding.

1. Outplacement stops negative social media and reviews before they start.

The good news is that an outplacement strategy can significantly mitigate such risks. By quickly shifting an employee’s focus away from the uncertainties caused by the job loss and toward the possibilities of a supported new career move, an outplacement strategy prevents the worst of employee panic and fear — the major triggers behind negative company reviews.

If a former employee can credit their old company with an unexpected career boost, this can build a tremendous amount of goodwill — and even trigger positive reviews, shares, and tweets.

2. A robust outplacement strategy retains talent — and creates brand ambassadors.

Layoffs don’t affect just those who are let go. Those who stay also go through an often-painful process of watching their coworkers and friends depart — and may experience major shifts in their morale, sense of security, and, consequently, their overall perception of their employer.

By providing outplacement services and giving departing employees job search help, organizations demonstrate all employees will always be treated well and supported as individuals, even as they leave the company. This sense of support leads to an employee’s higher productivity in the workplace and active engagement in company goals — as well as to increased loyalty and positive advocacy on behalf of the brand. Happy employees serve as the best brand ambassadors for the company, sharing their positive experiences on LinkedIn, Glassdoor, and other online channels in authentic and organic ways.

3. Outplacement services help attract great employees — especially brand-savvy millennials.

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