TQ Restructuring

By Cathrin Sengpiehl

The simultaneous occurrence of un­avoidable job cuts and an acute lack of skilled labour across many sectors of German industry seems paradoxical – and thus calls for some explanation. This is the only way to retain the trust of employees and win over the talents that are so urgently needed.

The job market is currently marked by both necessary job cuts and an acute lack of skilled employees. With this in mind, how can managers convey appreciation for their employees, while jobs are being cut at the same time? How can good, skilled personnel for new business areas be won in the “war for talents” with negative head­lines dominating the public’s perception? How can an appealing corporate culture be maintained with changes playing such a big role in day-to-day work? In addressing these questions, companies are facing a balancing act that can be success­fully negotiated by clearing up perceived contra­dictions in communi­cations. Dovetailing restructuring and employer branding is the order of the day.

Restructuring is always a turning point for companies and thus provides an opportunity to future-proof outdated employer brands. To achieve this, the overall corporate strategy and vision as well as the path for getting there under difficult conditions must be clear. Above all, managers are required even more than usual to communicate, motivate, and act as role models in terms of the skills and mind­sets needed to bring about the turn­around of the company.

This requires continuous transparency and communi­cations that convey optimism and a clear plan. Companies should seek honest dialogue. Job cuts are always painful. However, restructuring also opens up new opportunities. For example, by expanding future-proof business areas and the new skill­sets that go along with that, introducing leaner and more dynamic organisational structures as well as re-inventing both the internal and external employer brand.

Foto: iStock.com/Prapat Aowsakorn