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Which Way Should You
Downsize in a Crisis?
F A L L 2 0 0 9 V O L . 5 1 N O . 1
R E P R I N T N U M B E R 5 1 1 1 8
Christopher D. Zatzick, Mitchell L. Marks and
Roderick D. Iverson
FALL 2009 MIT SLOAN MANAGEMENT REVIEW
79COURTESY OF SOUTHWEST AIRLINES
THE GLOBAL economic downturn has
forced many companies to make deep cuts
to their work forces. Numerous retailers
like Mervyn’s and Circuit City Stores Inc.
closed locations, filed for bankruptcy or
shut down altogether. Even companies like
Yahoo!, Google, American Express and
Motorola have had to cut their work forces.
The dramatic downturn in the economy
left many organizations in a quandary. Sev-
eral years ago, the major issue was winning
the so-called war for talent: how to attract
and retain the best and brightest. So compa-
nies implemented r igorous selection
mechanisms, internal promotion ladders,
extensive training and development, flexible
work scheduling and group incentive
schemes, all in hopes of developing a work
force that would confer a sustainable com-
petitive advantage. But then the recession
turned that thinking upside down. Many
organizations have been scrambling to fig-
ure out how best to restructure and cut costs
without jeopardizing the valuable human
capital that they had built.
To help such companies, we have devel-
oped a framework that integrates the
seemingly paradoxical practices of talent
management and downsizing. The frame-
work looks at two important variables: the
Managers have been inundated with advice on the dos and
don’ts of laying off employees.
But the truth is that there is no ‘one size fits all’ approach to
downsizing.
BY CHRISTOPHER D. ZATZICK, MITCHELL L. MARKS
AND RODERICK D. IVERSON
Which Way Should You
Downsize in a Crisis?
P E O P L E & S T R A T E G Y
THE LEADING
QUESTION
When crisis
forces down-
sizing, is there
a best way to
do it?
FINDINGS
! Downsizing
initiatives must
align with talent
management
strategy.
! Is the downsizing
reactive or proac-
tive? Is your
organization
control oriented
or commitment
oriented?
! Sometimes core
and support work-
ers are managed
differently.
Since its launch 30 years ago, Southwest Airlines
has pursued a no-involuntary-layoffs policy
consistent with its talent culture. But it has
found ways to reduce staffing when necessary.
80 MIT SLOAN MANAGEMENT REVIEW FALL 2009
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P E O P L E & S T R A T E G Y
type of downsizing (reactive versus proactive) and
the company’s approach to managing employees
(control oriented versus commitment oriented). By
first understanding an organization’s position with
respect to those two dimensions, managers can de-
vise an optimal strategy for downsizing.
Two Important Dimensions
Of course, downsizing is not a new phenomenon. In
fact, over the past two decades it has become a wide-
spread tool for cutting costs and achieving operating
efficiencies. Yet past research has shown that down-
sizing does not guarantee any performance returns.1
Instead, layoffs often result in employees’ broken
trust, increased burnout and decreased morale.2
Hence, companies need to understand how to man-
age the process of work force reduction to attain its
benefits while avoiding its ancillary costs.
There are two basic types of downsizing: reactive
and proactive. The first type — reactive downsizing —
is implemented in response to an economic or financial
crisis, largely related to external changes in the market-
place (for example, a precipitous plunge in demand
for a product line or service). This type of downsizing
is more likely to be severe and can involve several
rounds of layoffs. The primary strategic question that
management asks is, “What do we need to survive
now?” In contrast, the second type of downsizing —
proactive — is implemented to enhance long-term
competitive advantage by improving efficiencies, tak-
ing advantage of new technologies, changing the skills
of the work force or restructuring the organization.
This type of change might be characterized less as
“downsizing” than “right sizing” or “resizing.”3 Here,
the primary strategic question that management asks
is, “What do we need to thrive in the future?”
In addition, there are two basic approaches for
managing employees: control oriented and commit-
ment oriented. The first approach is typically used by
organizations that compete with a strategy of opera-
tional excellence that focuses on offering low-cost
products and services. The goal is to increase the effi-
ciency of an organization, in part by reducing direct
labor costs.4 Some common aspects of a control-
oriented system include individual incentives such as
piece-rate pay and sales commissions, centralized deci-
sion making, highly specialized jobs and electronic
monitoring mechanisms such as video and Web-based
controls. In contrast, a commitment-oriented ap-
proach is focused on empowering employees to
perform their jobs relatively independently using their
discretion, according to the company’s goals.5 Because
such organizations view employees as critical to achiev-
ing competitive advantage, they tend to deploy HR
practices that encourage the development of a highly
skilled and committed work force that can outperform
rival companies through increased innovation, flexibil-
ity and employee effort. Some of those practices include
team-based work, enriched jobs that provide discretion
and autonomy, internal promotion ladders, training
and development opportunities, and group-based
compensation such as profit sharing and gain sharing.
Although companies can have elements of both
control- and commitment-oriented systems, the dis-
tinction will depend on the number, breadth and
quality of the HR practices of each — as well as the
corresponding employee perceptions of those prac-
tices. To avoid any confusion, management should
be clear at the outset of any downsizing initiative as
to whether it views employees fundamentally as a
cost to be minimized or as an asset to be retained and
developed. Either perspective can prove successful in
achieving an organization’s goals, but major prob-
lems will occur when a company implements a
downsizing initiative that is inconsistent.
Four Quadrants
Those two dimensions — type of downsizing and ap-
proach to talent management — can be combined to
form a two-by-two matrix consisting of four quad-
rants. (See “Four Major Types of Downsizing.”) Each
quadrant represents a different strategy with a distinct
philosophy, focus, and key HR and downsizing prac-
tices. Past research has shown that a company’s
consideration for employee well-being is linked to its
performance after a downsizing,6 and other studies
have identified the importance of various best prac-
tices, such as communicating with employees clearly
and candidly.7 (For a general list of those practices, see
“Downsizing Best Practices,” p. 82.) Some experts have
suggested that organizations should always deploy
those best practices when downsizing, but we strongly
contend that there is no “one size fits all” solution and
that managers need to devise the approach that makes
the best sense for their particular company, depending
on its position in one of the matrix’s quadrants.
SLOANREVIEW.MIT.EDU FALL 2009 MIT SLOAN
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FOUR MAJOR TYPES OF DOWNSIZING
Managers should tailor any downsizing initiative according to
the type of cutback (reactive versus proactive) and approach to
managing
employees (commitment oriented versus control oriented).
DOWNSIZING APPROACH
Reactive (short term) Proactive (long term)
Quadrant I
HR philosophy
Employees are viewed as assets that require investments. Be-
cause downsizing is inconsistent with that HR philosophy,
organizations must use best practices to retain survivors.
Downsizing
Objective is short-term survival through cost cutting without
damaging employee commitment and morale. When possi-
ble, layoffs target underperforming units.
Downsizing practices
• Cost-reduction strategies (shared equally)
• Communication about extent and timing of downsizing
• Fairness and transparency in process, and management
training on how to conduct layoffs
• Layoff criteria: cost, performance and fit
• Outplacement services/job fairs
• Some participation of employees in layoff decisions
• Hiring freeze, natural attrition and transfers
• Voluntary layoffs and early retirement
• Involuntary layoffs as a last resort
Talent management
• Management focus on reducing shock of downsizing and
increasing retention of talent
• Development opportunities for employees
• Internal promotions
• Job rotation and job enrichment (multiskilling)
• Retention incentives
Quadrant II
HR philosophy
Employees are viewed as assets that require investments.
Because downsizing is inconsistent with that HR philosophy,
organizations must use best practices and HR investments to
keep survivors engaged and motivated.
Downsizing
Objective is to increase effectiveness for long-term competi-
tive advantage. Layoffs target business units that are being
restructured as well as employees with outdated skills.
Downsizing practices
• Communication about extent, timing and purpose of down-
sizing (how it fits with strategic vision)
• Fairness and transparency in process, and management
training on how to conduct layoffs
• Layoff criteria: position, performance and fit
• Outplacement services/job fairs
• Some participation of employees in layoff decisions
• Transfers, redeployment and early retirement
• Voluntary layoffs with incentives
Talent management
• Management focus on motivating and retaining survivors
• Recruiting and selection practices that are consistent with
restructuring
• Training and development opportunities
• Internal promotions
• Team-based work and group-level rewards
Quadrant III
HR philosophy
Employees are viewed as a cost to be minimized. Because
downsizing is consistent with HR philosophy, employees are
not surprised by decision to downsize.
Downsizing
Objective is short-term survival through across-the-board cuts
that affect all employees.
Downsizing practices
• Cost-reduction strategies
• Communication about extent and timing of downsizing
• Legal minimum notice and severance pay
• Increased use of temporary employees
• Layoff criteria: cost and performance
• Involuntary layoffs as primary downsizing mechanism
Talent management
• Minimal HR investments (because employee engagement
is not important)
• Management focus on compliance and monitoring
• Job enlargement (multitasking)
Quadrant IV
HR philosophy
Employees are viewed as a cost to be minimized. Although
employees are not viewed as key assets, a long-term ap-
proach to increasing efficiencies requires employee buy-in.
Downsizing
Objective is to increase efficiencies for long-term competitive
advantage. Layoffs target low-performing units.
Downsizing practices
• Communication about extent and timing of downsizing
• Legal minimum notice and severance pay
• Layoff criteria: cost, position and performance
• Transfers and early retirement
• Involuntary layoffs as primary downsizing mechanism
Talent management
• Minimal HR investments (because employee engagement
is not important)
• Management focus on compliance and monitoring
• Job enlargement (multitasking)
• Individual incentives (performance-related pay)
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82 MIT SLOAN MANAGEMENT REVIEW FALL 2009
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P E O P L E & S T R A T E G Y
Quadrant I: Reactive and Commitment Oriented
In this quadrant, companies downsize in reaction to
an external shock, such as a recession. But because
these organizations have a commitment-oriented
approach to managing employees, they need to exer-
cise great caution in order not to affect adversely
their future ability to attract and retain valuable
human capital. Following a layoff, for example, a
number of the remaining employees sometimes
quit,8 and the cost of such turnover can reach up to
$100,000 for professionals and managers.9 And with-
drawal can also be psychological — employees who
continue to show up for work but are no longer en-
gaged in their jobs. Hence, the challenge for
organizations in this quadrant is to downsize while
minimizing the loss of human capital.
Consider Xilinx Inc., a semiconductor manufac-
turer based in San Jose, California. Just prior to the
2001 dot-com bust, Xilinx had experienced a surge in
growth, hiring more than 1,000 employees. When the
technology bubble burst, though, the company had to
slash costs immediately. But rather than laying off
workers like many of its competitors had done, Xilinx
deployed a host of alternatives, including temporary
plant shutdowns, voluntary retirement and sabbatical
leave. Moreover, managers consulted with employees
before implementing pay cuts. Ultimately, Xilinx was
able to weather the downturn without having to im-
plement an involuntary layoff, thereby retaining a
committed and motivated work force.10
Quadrant II: Proactive and Commitment Ori-
ented On the surface, the decision to downsize,
particularly when not mandated by a financial crisis,
seems contradictory to the commitment-oriented
approach, which views employees as a key asset. Con-
sequently, managers must be careful to deploy a
number of best practices so that the process makes
sense to everyone. First, they should provide clear
communications about the purpose, timing and ex-
tent of the downsizing. Much of the anxiety felt by
workers can be alleviated early on by providing such
information. Second, each step of the downsizing
process must demonstrate why the change is neces-
sary and affirm surviving employees’ value to the
organization. This includes the use of many alterna-
tive downsizing practices, such as voluntary layoffs,
early retirement and transfers, that are consistent
DOWNSIZING BEST PRACTICES
The following best practices can help mitigate the negative
effects of downsizing:
Cut costs without reducing the work force. The current
economic downturn has
seen organizations attempt to cut costs via pay freezes (or cuts),
reduced 401k bene-
fits, temporary plant or office closures, and mandatory vacation
time.i These
cost-reduction practices are generally viewed as an important
attempt to avoid layoffs
during a downturn.ii In a reactive downsizing, however, they
are often just a first step
and frequently are implemented in conjunction with layoffs at a
later time.iii
Reduce the work force without forced layoffs. Organizations
have a number of op-
tions for reducing the size of their work force, such as offering
employees early
retirement packages or instituting a hiring freeze so that natural
attrition eventually re-
sults in lower head counts. Such approaches, however, may not
be effective enough,
and they can take time to work. In certain situations when an
organization needs to
downsize a particular department, it can use other mechanisms,
such as internal trans-
fers and redeployment of employees. Those practices allow
organizations to identify
positions that need to be cut as well as job opportunities for
employees that need to be
filled. Finally, voluntary layoffs offer a less harsh method of
reducing staffing, as they
allow employees to accept buyouts based on what fits their
individual circumstances.
Provide clear, candid and inclusive communications. A
successful downsizing re-
quires companies to communicate effectively with employees.iv
Such communications
must be timely, explaining why the downsizing is needed and
describing where the or-
ganization is headed. Moreover, to the extent possible,
companies should address the
likelihood of future layoffs. All levels of the corporate
hierarchy (top executives, middle
managers and front-line supervisors) should participate in
delivering the communica-
tions in a variety of settings, including large group gatherings,
regular team meetings,
informal chats, newsletters and Web pages. The information
conveyed must be consis-
tent across the different sources and be personalized to each
department and job.
Companies should beware that the absence of effective
communications will only
allow the rumor mill to fill employees’ information gap, which
will likely result in more
uncertainty and heightened stress in the workplace. Finally,
because managers often
experience increased stress and burnout from having to
communicate bad news to
employees, an organization can provide them with the
appropriate training to help
minimize such effects.v
Give employees a voice. Before, during and after a downsizing,
information must be
allowed to flow in both directions, with employees given the
opportunity to ask ques-
tions and air their concerns. They should also be permitted to
express anger,
frustration and even grief — emotions that are all natural during
the transition.vi Con-
sider the recent example of a small, family-owned car
dealership that was forced to
lay off 45 dedicated, longtime employees.vii The owners of the
dealership described
the process as extremely painful, with “45 deaths to grieve.” By
providing an outlet
for such losses, organizations can show compassion to those
who have been laid off
and give other employees the opportunity to let go and move
on.viii
Be fair and compassionate. Because perceptions of fairness are
critical to mitigating
the negative effects of downsizing,ix companies must be careful
about the way in
which they implement any layoff. First, the selection of
employees being shown the
door is critical. Although some organizations must abide by
certain union agreements,
many companies do not have explicit policies regarding, for
example, the importance of
employee tenure. In such situations, managers might consider
communicating the rea-
soning behind their decisions. Second, whenever possible,
employees should be given
sufficient notice of their layoffs to increase the chances of their
finding new jobs with-
out any break in employment. Part of that process should
include outplacement
services that the organization could provide by retaining an
outside company. Third, the
size of severance packages will be a major indicator of how a
company views its work-
ers and can affect (either positively or negatively) employee
morale and motivation.
FALL 2009 MIT SLOAN MANAGEMENT REVIEW
83COURTESY OF SAS
with a high-commitment approach.11 Finally, man-
agers should consider making HR investments (such
as in skills training and job rotation) during and sub-
sequent to the downsizing to retain the remaining
workers and keep them engaged and productive.
The surviving employees will view such invest-
ments as a trade-off, balancing the possibility of
additional future layoffs with the opportunity to
build their skills and gain valuable work experience.
Consider SAS Institute Inc., a statistical analysis
software company based in Cary, North Carolina, that
is well known for its extensive employee benefits and
no-layoff policy. In 2006, SAS consolidated two mar-
keting departments, which resulted in the elimination
of 72 positions.12 All affected employees were given the
opportunity to apply for other positions in the organi-
zation or take generous severance and early-retirement
packages. As such, the downsizing was conducted con-
sistent with the organization’s commitment-oriented
approach, which was essential for helping employees
to understand the strategic decisions made.13 Another
example is Southwest Airlines Co., which has managed
to maintain a no-layoff policy for over 30 years in the
brutal, hypercompetitive airline industry. But that’s
not to say that SWA never alters the size or composi-
tion of its work force. When the company cancels a
route or closes a call center, for instance, management
reduces staffing by giving employees the opportunity
to transfer to other locations and by offering voluntary
buyout packages with various amounts of cash, health
care and travel benefits. Even in the current recession,
SWA has continued to view involuntary layoffs as a last
resort, relying instead on voluntary buyouts and trans-
fers. (However, in contrast to prior downturns when
forced layoffs were never raised as an option, this time
around CEO Gary Kelly has not taken the possibility of
involuntary layoffs off the table.14)
Quadrant III: Reactive and Control Oriented
The recent economic climate has pushed some
companies to the brink of collapse, forcing them to
make dramatic cuts to their work forces. For organi-
zations in this quadrant, employees are not viewed
as key assets and can therefore be replaced easily in
the short term, particularly with cheaper workers
on a contingent basis. Hence, companies in this
quadrant are likely to use extensive cost reductions
combined with involuntary layoffs. They might, for
instance, provide just the minimum legal amount of
notice and severance that the law requires (often 60
days’ or equivalent pay for mass layoffs). Further,
they will often rely on simple incentive schemes
such as sales commissions or piece-rate pay to com-
pensate individuals. Finally, they might increase
their use of monitoring mechanisms to ensure
worker productivity during a transition period.
Take, for example, Circuit City Stores Inc. In
2007, the electronics retailer cut costs by replacing
its highest-paid, top-performing sales employees
with lower-paid, less-qualified new hires. But, ac-
cording to critics, that decision resulted in poor
customer service, an inexperienced work force and
limited opportunities for employees in the organi-
zation.15 Later, in response to the 2008 economic
crisis, Circuit City closed numerous stores, laid off
10% of its work force and eventually filed for bank-
ruptcy. Although the exact reasons for Circuit City’s
downfall are complex, some have speculated that its
earlier treatment of employees and mass layoffs
were contributing factors.16 At the very least, the re-
tailer’s approach to downsizing left a lasting negative
impression with the media and very likely damaged
the morale and commitment of its work force.
But that’s not to say that a reactive and control-
oriented approach to downsizing necessarily leads to
disaster. In fact, that approach is used regularly in the
call-center industry. Workers at call centers typically
receive limited training, are highly interchange-
able, experience intense electronic monitoring
and are motivated through individual incentives.
Moreover, organizations that operate call centers
tend to use involuntary layoffs as their primary
downsizing mechanism, as has been the case with
many telemarketing businesses such as TeleTech,
CDG Management and Teleperformance. Even
prominent corporations like eBay Inc. and Dell Inc.
have abruptly closed Canadian call centers, displacing
approximately 700 and 1,100 people, respectively.
Quadrant IV: Proactive and Control Oriented A
company in this quadrant has identified threats or
opportunities that require a change to the size of its
work force, and because managers have adopted a
more proactive, long-term approach to downsizing,
they will rely on various best practices, including nat-
ural attrition, transfers and retirements. Even though
An example of the “proactive
and commitment-oriented”
approach is SAS Institute
(pictured, CEO Jim Goodnight),
which has downsized by
offering employees a menu
of best-faith alternatives.
84 MIT SLOAN MANAGEMENT REVIEW FALL 2009
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COURTESY OF CISCO SYSTEMS
employees are not considered to be key assets, the or-
ganization deploys those alternative strategies
because it recognizes the potential costs of severance
pay as well as the expenses associated with recruiting
and training new hires. Furthermore, because down-
sizing is not implemented as a reaction to sudden
changes in the economy, it typically is targeted to spe-
cific underperforming units or business processes.
Consider Wal-Mart Stores Inc., the massive re-
tailer that is famous for its operational efficiencies
and extensive control over all aspects of its business.
Involuntary layoffs have not been commonplace at
the retailer. When the company recently announced
that it would downsize its apparel business, for in-
stance, it transferred many of those workers to other
locations. Because that decision was made proac-
tively for internal reasons, Wal-Mart had the
opportunity to manage the downsizing process with
a more deliberate approach that helped avoid the
severance costs of many involuntary layoffs. That
said, Wal-Mart’s treatment of workers has often been
criticized in the past, particularly with respect to em-
ployee benefits and attempts to form unions.17
Learning From the Past
After the technology bubble burst in 2001, Cisco Sys-
tems Inc. laid off 8,500 employees, roughly 20% of
its work force.18 During that downsizing, the com-
pany also utilized many of the best practices needed
to keep employees motivated and committed, but
many felt that the company had been too quick to
resort to layoffs. As a result, it suffered a decline in
morale and a significant amount of voluntary turn-
over. Since then, CEO John Chambers vowed that
Cisco would “build” rather than “acquire” talent,
meaning that the company would focus on motivat-
ing and developing internal employees. In 2008, in
response to the recent economic crisis, Cisco imple-
mented layoffs only as a last resort after deploying a
number of alternative measures. In other words,
the company’s current response to the business
downturn is more consistent with its commitment-
oriented approach to talent management, whereas
its actions in 2001 were somewhat contradictory.
After any downsizing, managers at a commitment-
oriented company need to ask themselves: “Were we
successful not only at cutting costs, but also in main-
taining a committed and motivated work force?” The
decision to spend significant resources on employees,
whether in the form of severance pay or continued in-
vestments in HR, will be difficult to justify when
business is bad. Hence, the costs and benefits associ-
ated with each of those types of investments need to
be evaluated. Take, for instance, Yahoo! Inc. Forced to
implement layoffs because of the recession, Yahoo
softened the blow with severance packages that cov-
ered up to two years of pay.19 A company executive has
argued that the generous packages were justified to re-
tain other employees and keep them motivated during
a difficult transition period. But was that costly expen-
diture truly worth it? The answer is more complex
than it might first seem. Consider that the severance
packages will likely limit the number of wrongful dis-
missal lawsuits filed by employees and minimize
damage to the Yahoo brand.
Now contrast Yahoo’s approach with that of Re-
public Windows & Doors of Chicago. Last December,
250 workers at the company’s plant held a sit-in strike
after being laid off without severance pay.20 The ensu-
ing negative publicity was a major embarrassment for
Republic Windows and its creditor, Bank of America
Corp., especially after BoA had earlier received a fed-
eral bailout of billions of dollars. Media coverage of
the factory strike swayed public opinion against Re-
public Windows and BoA — some of the protesters
carried signs stating, “You got bailed out, we got sold
out” — and led to a quick settlement. For Republic
Windows (and BoA), providing severance pay at the
outset might well have been worth the expense in
terms not only of avoiding potential legal issues with
the laid-off workers but also with respect to minimiz-
ing any negative publicity from the downsizing.
Ultimately, severance pay and the implementation
of other best practices should be evaluated as a cost-
benefit issue — does the expense (or investment)
provide a good return? That assessment can be diffi-
cult, because it must involve various “soft” issues, such
as the motivation of the remaining employees in a
post-layoff environment. Undoubtedly, employees’
commitment to an organization will be affected greatly
by how they and others were treated during a difficult
period. Managers should be aware that feelings of
“survivor guilt” can easily lead to a drop in productiv-
ity among those employees who have survived a layoff.
Therefore, companies need to consider taking extra
measures to motivate people during and after a layoff.
In response to the 2008
economic crisis, Cisco
Systems (pictured, CEO
John Chambers) managed
layoffs very differently than
it had in 2001.
SLOANREVIEW.MIT.EDU FALL 2009 MIT SLOAN
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THE NOTION THAT organizations should avoid down-
sizing at all costs is antiquated, but that doesn’t mean
that companies should be free to downsize in any
manner they desire. At the very least, they must en-
sure that their downsizing initiatives are aligned with
their approach to talent management to send a con-
sistent message to employees.21 Consider Radical
Entertainment Inc., a leader in the video gaming in-
dustry. Based in Vancouver, British Columbia,
Radical has a culture and work force dedicated to de-
veloping cutting-edge products, with employees
frequently working through the night to meet dead-
lines. In 2007, Radical doubled in size, recruiting
about 100 new employees. Then, only one year later,
the company announced a major downsizing of 100
layoffs.22 That decision sent a confusing and conflict-
ing message to employees, which could end up
damaging Radical’s innovative culture as well as its
ability to attract and retain top talent.
Of course, organizations do not typically have lavish
budgets to implement a downsizing initiative — in-
deed, a scarcity of resources is why many companies
must downsize in the first place — and, as such, they
may sometimes be forced to move from commitment
to control approaches. In addition, some businesses
have chosen to manage core and support workers dif-
ferently,23 so that various downsizing and talent
management approaches are used within the same or-
ganization. Delta Air Lines Inc., for example, has offered
voluntary exit incentives to all its workers except pilots
and others in specialized positions.24 That reflects the
different value the company places on certain employ-
ees and its desire to prevent the loss of that human
capital. Because of those and other complexities, man-
agers should consider our framework as merely a first
step toward developing a plan of action for any down-
sizing initiative. Even so, it provides a powerful tool for
understanding various fundamental issues linking
downsizing and talent management systems.
Christopher D. Zatzick is an associate professor at
the Faculty of Business Administration, Simon
Fraser University; Mitchell L. Marks is an assistant
professor at the College of Business, San Francisco
State University; and Roderick D. Iverson is a profes-
sor at the Faculty of Business Administration, Simon
Fraser University. Comment on this article or contact
the authors at [email protected]
86 MIT SLOAN MANAGEMENT REVIEW FALL 2009
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rale,” MIT Sloan Management Review 50, no. 3 (spring
2009): 38-44.
3. M.L. Marks and K.P. De Meuse, “Resizing the Organi-
zation: Maximizing the Gain While Minimizing the Pain of
Layoffs, Divestitures and Closings,” Organizational Dy-
namics 34, no. 1 (2005): 19-35.
4. R.L. Kane, “Downsizing and HRM Strategy: Is There a
Relationship?” International Journal of Employment Stud-
ies 6, no. 2 (October 1998): 43-70.
5. Ibid.
6. C. Chadwick, L.W. Hunter and S.L. Walston, “Effects
of Downsizing Practices on the Performance of Hospi-
tals,” Strategic Management Journal 25, no. 5 (May
2004): 405-427.
7. J. Brockner, “Managing the Effects of Layoffs on Survi-
vors,” California Management Review 34, no. 2 (winter
1992): 9-28; D.C. Feldman, “Better Practices in Managing
Layoffs,” Human Resource Management 33, no. 2 (sum-
mer 1994): 239-260; and Mishra, “Preserving Employee
Morale.”
8. C.O. Trevor and A.J. Nyberg, “Keeping Your Headcount
When All About You Are Losing Theirs: Downsizing, Vol-
untary Turnover Rates and the Moderating Role of HR
Practices,” Academy of Management Journal 51, no. 2
(April-May 2008): 259-276.
9. J. Brockner, “Why It’s So Hard to Be Fair,” Harvard
Business Review 84 (March 2006): 122-129.
10. W.F. Cascio and P. Wynn, “Managing a Downsizing
Process,” Human Resource Management 43, no. 4 (win-
ter 2004): 159-163.
11. R.D. Iverson and C.D. Zatzick, “High-Commitment
Work Practices and Downsizing Harshness in Australian
Workplaces,” Industrial Relations 46, no. 3 (July 2007):
456-480.
12. A. Kirshnan, “Worker Shuffles at SAS Again,” July 12,
2006, www.newsobserver.com.
13. D.E. Bowen and C. Ostroff, “Understanding HRM-
Firm Performance Linkages: The Role of the ‘Strength’ of
the HRM System,” Academy of Management Review
29, no. 2 (2004): 203-221.
14. J. Dickler, “Employers: No Layoffs Here,” December
11, 2008, www.cnnmoney.com; “Southwest Offering
Buyouts to Employees,” Associated Press, May 28,
2004, www.usatoday.com/travel/news/2004-05-28-
swa-buyouts_x.htm; and M. Esterl, “Will Southwest
Lose Some of the LUV?” April 17, 2009, http://blogs.
wsj.com/middleseat/2009/04/17/will-southwest-lose-
some-of-the-luv/.
15. “Circuit City to Fire More Than 3,400 Workers,”
Associated Press (2007); www.vancouversun.com.
16. S. Fallon, “Circuit City Layoffs May Have Contributed
to Demise,” October 21, 2008, www.gizmo.com.
17. K. Griffiths, “Wal-Mart Crushes Union by Closing
Store,” May 11, 2005, www.commondreams.org.
18. J.A. Chatman, C.A. O’Reilly and V. Chang, “Cisco Sys-
tems: Developing a Human Capital Strategy,” California
Management Review 47, no. 2 (winter 2005): 137-167.
19. J. Vascellaro and S. Morrison, “Yahoo Revises Con-
tentious Severance Plan,” Wall Street Journal, Dec. 11,
2008, sec. B, p. 1.
20. R. Shenoy, “Idled Workers Occupy Factory in Chi-
cago,” Chicago Tribune, Dec. 6, 2008.
21. C.D. Zatzick and R. Iverson, “High-Involvement Man-
agement and Workforce Reduction: Competitive
Advantage or Disadvantage?” Academy of Management
Journal 49, no. 5 (2006): 999-1015; and Bowen, “Under-
standing HRM-Firm Performance.”
22. M. Andrews and F. Anderson, “Radical Layoffs at Radical
Entertainment,” Aug. 14, 2008, www.vancouversun.com.
23. D.P. Lepak, M.S. Taylor, A.G. Tekleab, J.A. Marrone
and D.J. Cohen, “An Examination of High-Investment
Human Resource Systems for Core and Support Employ-
ees,” Human Resource Management 46, no. 2 (summer
2007): 223-246.
24. H. Weber, “Delta Offers Voluntary Severance” (2008);
retrieved January 8, 2008, from http://news.cincinnati.com.
i. E.S. Barnes, “No-Layoff Policy,” July 2003, www.work
force.com.
ii. M. Richtel, “More Companies Are Cutting Labor Costs
Without Layoffs,” New York Times, Dec. 21, 2008, www.
nytimes.com.
iii. F. Gandolfi, “Cost Reductions, Downsizing-Related
Layoffs and HR Practices,” SAM Advanced Management
Journal (summer 2008): 52-58.
iv. Brockner, “Managing Effects”; Mishra, “Preserving Em-
ployee Morale”; and Mishra, “Downsizing the Company.”
v. A. Molinsky and J. Margolis, “The Emotional Tightrope
of Downsizing: Hidden Challenges for Leaders and Their
Organizations,” Organizational Dynamics 35, no. 2 (May
2006): 145-159.
vi. W. Bridges, “Managing Transitions: Making the Most
of Change” (Reading, Massachusetts: Addison Wesley,
1991).
vii. L. Hansen, “Auto Dealing Family Feels the Pinch,”
Dec. 7, 2008, www.npr.org (audio).
viii. M.L. Marks, “A Framework for Facilitating Adaptation
to Organizational Transition,” Journal of Organizational
Change Management 20, no. 5 (2007): 721-739.
ix. J. Brockner, “The Effects of Work Layoffs on Survi-
vors: Research, Theory and Practice,” vol. 10 in
“Research in Organizational Behavior,” ed. B.M. Staw
and L.L. Cummings (Greenwich, Connecticut: JAI Press,
1988), 213-255; and Brockner, “Managing the Effects.”
Reprint 51118.
Copyright © Massachusetts Institute of Technology, 2009.
All rights reserved.
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be purchased on our Web site: sloanreview.mit.edu or
you may order through our Business Service Center
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Which Way Should You Downsize in a CrisisF A L L 2 0 0.docx

  • 1. Which Way Should You Downsize in a Crisis? F A L L 2 0 0 9 V O L . 5 1 N O . 1 R E P R I N T N U M B E R 5 1 1 1 8 Christopher D. Zatzick, Mitchell L. Marks and Roderick D. Iverson FALL 2009 MIT SLOAN MANAGEMENT REVIEW 79COURTESY OF SOUTHWEST AIRLINES THE GLOBAL economic downturn has forced many companies to make deep cuts to their work forces. Numerous retailers like Mervyn’s and Circuit City Stores Inc. closed locations, filed for bankruptcy or shut down altogether. Even companies like Yahoo!, Google, American Express and Motorola have had to cut their work forces. The dramatic downturn in the economy
  • 2. left many organizations in a quandary. Sev- eral years ago, the major issue was winning the so-called war for talent: how to attract and retain the best and brightest. So compa- nies implemented r igorous selection mechanisms, internal promotion ladders, extensive training and development, flexible work scheduling and group incentive schemes, all in hopes of developing a work force that would confer a sustainable com- petitive advantage. But then the recession turned that thinking upside down. Many organizations have been scrambling to fig- ure out how best to restructure and cut costs without jeopardizing the valuable human capital that they had built. To help such companies, we have devel- oped a framework that integrates the
  • 3. seemingly paradoxical practices of talent management and downsizing. The frame- work looks at two important variables: the Managers have been inundated with advice on the dos and don’ts of laying off employees. But the truth is that there is no ‘one size fits all’ approach to downsizing. BY CHRISTOPHER D. ZATZICK, MITCHELL L. MARKS AND RODERICK D. IVERSON Which Way Should You Downsize in a Crisis? P E O P L E & S T R A T E G Y THE LEADING QUESTION When crisis forces down- sizing, is there a best way to do it? FINDINGS ! Downsizing initiatives must align with talent management strategy. ! Is the downsizing reactive or proac-
  • 4. tive? Is your organization control oriented or commitment oriented? ! Sometimes core and support work- ers are managed differently. Since its launch 30 years ago, Southwest Airlines has pursued a no-involuntary-layoffs policy consistent with its talent culture. But it has found ways to reduce staffing when necessary. 80 MIT SLOAN MANAGEMENT REVIEW FALL 2009 SLOANREVIEW.MIT.EDU P E O P L E & S T R A T E G Y type of downsizing (reactive versus proactive) and the company’s approach to managing employees (control oriented versus commitment oriented). By first understanding an organization’s position with respect to those two dimensions, managers can de- vise an optimal strategy for downsizing. Two Important Dimensions
  • 5. Of course, downsizing is not a new phenomenon. In fact, over the past two decades it has become a wide- spread tool for cutting costs and achieving operating efficiencies. Yet past research has shown that down- sizing does not guarantee any performance returns.1 Instead, layoffs often result in employees’ broken trust, increased burnout and decreased morale.2 Hence, companies need to understand how to man- age the process of work force reduction to attain its benefits while avoiding its ancillary costs. There are two basic types of downsizing: reactive and proactive. The first type — reactive downsizing — is implemented in response to an economic or financial crisis, largely related to external changes in the market- place (for example, a precipitous plunge in demand for a product line or service). This type of downsizing is more likely to be severe and can involve several rounds of layoffs. The primary strategic question that
  • 6. management asks is, “What do we need to survive now?” In contrast, the second type of downsizing — proactive — is implemented to enhance long-term competitive advantage by improving efficiencies, tak- ing advantage of new technologies, changing the skills of the work force or restructuring the organization. This type of change might be characterized less as “downsizing” than “right sizing” or “resizing.”3 Here, the primary strategic question that management asks is, “What do we need to thrive in the future?” In addition, there are two basic approaches for managing employees: control oriented and commit- ment oriented. The first approach is typically used by organizations that compete with a strategy of opera- tional excellence that focuses on offering low-cost products and services. The goal is to increase the effi- ciency of an organization, in part by reducing direct labor costs.4 Some common aspects of a control-
  • 7. oriented system include individual incentives such as piece-rate pay and sales commissions, centralized deci- sion making, highly specialized jobs and electronic monitoring mechanisms such as video and Web-based controls. In contrast, a commitment-oriented ap- proach is focused on empowering employees to perform their jobs relatively independently using their discretion, according to the company’s goals.5 Because such organizations view employees as critical to achiev- ing competitive advantage, they tend to deploy HR practices that encourage the development of a highly skilled and committed work force that can outperform rival companies through increased innovation, flexibil- ity and employee effort. Some of those practices include team-based work, enriched jobs that provide discretion and autonomy, internal promotion ladders, training and development opportunities, and group-based compensation such as profit sharing and gain sharing.
  • 8. Although companies can have elements of both control- and commitment-oriented systems, the dis- tinction will depend on the number, breadth and quality of the HR practices of each — as well as the corresponding employee perceptions of those prac- tices. To avoid any confusion, management should be clear at the outset of any downsizing initiative as to whether it views employees fundamentally as a cost to be minimized or as an asset to be retained and developed. Either perspective can prove successful in achieving an organization’s goals, but major prob- lems will occur when a company implements a downsizing initiative that is inconsistent. Four Quadrants Those two dimensions — type of downsizing and ap- proach to talent management — can be combined to form a two-by-two matrix consisting of four quad- rants. (See “Four Major Types of Downsizing.”) Each quadrant represents a different strategy with a distinct
  • 9. philosophy, focus, and key HR and downsizing prac- tices. Past research has shown that a company’s consideration for employee well-being is linked to its performance after a downsizing,6 and other studies have identified the importance of various best prac- tices, such as communicating with employees clearly and candidly.7 (For a general list of those practices, see “Downsizing Best Practices,” p. 82.) Some experts have suggested that organizations should always deploy those best practices when downsizing, but we strongly contend that there is no “one size fits all” solution and that managers need to devise the approach that makes the best sense for their particular company, depending on its position in one of the matrix’s quadrants. SLOANREVIEW.MIT.EDU FALL 2009 MIT SLOAN MANAGEMENT REVIEW 81 FOUR MAJOR TYPES OF DOWNSIZING Managers should tailor any downsizing initiative according to
  • 10. the type of cutback (reactive versus proactive) and approach to managing employees (commitment oriented versus control oriented). DOWNSIZING APPROACH Reactive (short term) Proactive (long term) Quadrant I HR philosophy Employees are viewed as assets that require investments. Be- cause downsizing is inconsistent with that HR philosophy, organizations must use best practices to retain survivors. Downsizing Objective is short-term survival through cost cutting without damaging employee commitment and morale. When possi- ble, layoffs target underperforming units. Downsizing practices • Cost-reduction strategies (shared equally) • Communication about extent and timing of downsizing • Fairness and transparency in process, and management training on how to conduct layoffs • Layoff criteria: cost, performance and fit • Outplacement services/job fairs • Some participation of employees in layoff decisions • Hiring freeze, natural attrition and transfers • Voluntary layoffs and early retirement • Involuntary layoffs as a last resort
  • 11. Talent management • Management focus on reducing shock of downsizing and increasing retention of talent • Development opportunities for employees • Internal promotions • Job rotation and job enrichment (multiskilling) • Retention incentives Quadrant II HR philosophy Employees are viewed as assets that require investments. Because downsizing is inconsistent with that HR philosophy, organizations must use best practices and HR investments to keep survivors engaged and motivated. Downsizing Objective is to increase effectiveness for long-term competi- tive advantage. Layoffs target business units that are being restructured as well as employees with outdated skills. Downsizing practices • Communication about extent, timing and purpose of down- sizing (how it fits with strategic vision) • Fairness and transparency in process, and management training on how to conduct layoffs • Layoff criteria: position, performance and fit • Outplacement services/job fairs • Some participation of employees in layoff decisions
  • 12. • Transfers, redeployment and early retirement • Voluntary layoffs with incentives Talent management • Management focus on motivating and retaining survivors • Recruiting and selection practices that are consistent with restructuring • Training and development opportunities • Internal promotions • Team-based work and group-level rewards Quadrant III HR philosophy Employees are viewed as a cost to be minimized. Because downsizing is consistent with HR philosophy, employees are not surprised by decision to downsize. Downsizing Objective is short-term survival through across-the-board cuts that affect all employees. Downsizing practices • Cost-reduction strategies • Communication about extent and timing of downsizing • Legal minimum notice and severance pay • Increased use of temporary employees • Layoff criteria: cost and performance • Involuntary layoffs as primary downsizing mechanism Talent management
  • 13. • Minimal HR investments (because employee engagement is not important) • Management focus on compliance and monitoring • Job enlargement (multitasking) Quadrant IV HR philosophy Employees are viewed as a cost to be minimized. Although employees are not viewed as key assets, a long-term ap- proach to increasing efficiencies requires employee buy-in. Downsizing Objective is to increase efficiencies for long-term competitive advantage. Layoffs target low-performing units. Downsizing practices • Communication about extent and timing of downsizing • Legal minimum notice and severance pay • Layoff criteria: cost, position and performance • Transfers and early retirement • Involuntary layoffs as primary downsizing mechanism Talent management • Minimal HR investments (because employee engagement is not important) • Management focus on compliance and monitoring • Job enlargement (multitasking) • Individual incentives (performance-related pay) C
  • 16. 82 MIT SLOAN MANAGEMENT REVIEW FALL 2009 SLOANREVIEW.MIT.EDU P E O P L E & S T R A T E G Y Quadrant I: Reactive and Commitment Oriented In this quadrant, companies downsize in reaction to an external shock, such as a recession. But because these organizations have a commitment-oriented approach to managing employees, they need to exer- cise great caution in order not to affect adversely their future ability to attract and retain valuable human capital. Following a layoff, for example, a number of the remaining employees sometimes quit,8 and the cost of such turnover can reach up to $100,000 for professionals and managers.9 And with- drawal can also be psychological — employees who continue to show up for work but are no longer en- gaged in their jobs. Hence, the challenge for organizations in this quadrant is to downsize while minimizing the loss of human capital.
  • 17. Consider Xilinx Inc., a semiconductor manufac- turer based in San Jose, California. Just prior to the 2001 dot-com bust, Xilinx had experienced a surge in growth, hiring more than 1,000 employees. When the technology bubble burst, though, the company had to slash costs immediately. But rather than laying off workers like many of its competitors had done, Xilinx deployed a host of alternatives, including temporary plant shutdowns, voluntary retirement and sabbatical leave. Moreover, managers consulted with employees before implementing pay cuts. Ultimately, Xilinx was able to weather the downturn without having to im- plement an involuntary layoff, thereby retaining a committed and motivated work force.10 Quadrant II: Proactive and Commitment Ori- ented On the surface, the decision to downsize, particularly when not mandated by a financial crisis, seems contradictory to the commitment-oriented
  • 18. approach, which views employees as a key asset. Con- sequently, managers must be careful to deploy a number of best practices so that the process makes sense to everyone. First, they should provide clear communications about the purpose, timing and ex- tent of the downsizing. Much of the anxiety felt by workers can be alleviated early on by providing such information. Second, each step of the downsizing process must demonstrate why the change is neces- sary and affirm surviving employees’ value to the organization. This includes the use of many alterna- tive downsizing practices, such as voluntary layoffs, early retirement and transfers, that are consistent DOWNSIZING BEST PRACTICES The following best practices can help mitigate the negative effects of downsizing: Cut costs without reducing the work force. The current economic downturn has seen organizations attempt to cut costs via pay freezes (or cuts), reduced 401k bene- fits, temporary plant or office closures, and mandatory vacation
  • 19. time.i These cost-reduction practices are generally viewed as an important attempt to avoid layoffs during a downturn.ii In a reactive downsizing, however, they are often just a first step and frequently are implemented in conjunction with layoffs at a later time.iii Reduce the work force without forced layoffs. Organizations have a number of op- tions for reducing the size of their work force, such as offering employees early retirement packages or instituting a hiring freeze so that natural attrition eventually re- sults in lower head counts. Such approaches, however, may not be effective enough, and they can take time to work. In certain situations when an organization needs to downsize a particular department, it can use other mechanisms, such as internal trans- fers and redeployment of employees. Those practices allow organizations to identify positions that need to be cut as well as job opportunities for employees that need to be filled. Finally, voluntary layoffs offer a less harsh method of reducing staffing, as they allow employees to accept buyouts based on what fits their individual circumstances. Provide clear, candid and inclusive communications. A successful downsizing re- quires companies to communicate effectively with employees.iv Such communications must be timely, explaining why the downsizing is needed and describing where the or- ganization is headed. Moreover, to the extent possible,
  • 20. companies should address the likelihood of future layoffs. All levels of the corporate hierarchy (top executives, middle managers and front-line supervisors) should participate in delivering the communica- tions in a variety of settings, including large group gatherings, regular team meetings, informal chats, newsletters and Web pages. The information conveyed must be consis- tent across the different sources and be personalized to each department and job. Companies should beware that the absence of effective communications will only allow the rumor mill to fill employees’ information gap, which will likely result in more uncertainty and heightened stress in the workplace. Finally, because managers often experience increased stress and burnout from having to communicate bad news to employees, an organization can provide them with the appropriate training to help minimize such effects.v Give employees a voice. Before, during and after a downsizing, information must be allowed to flow in both directions, with employees given the opportunity to ask ques- tions and air their concerns. They should also be permitted to express anger, frustration and even grief — emotions that are all natural during the transition.vi Con- sider the recent example of a small, family-owned car dealership that was forced to lay off 45 dedicated, longtime employees.vii The owners of the dealership described the process as extremely painful, with “45 deaths to grieve.” By
  • 21. providing an outlet for such losses, organizations can show compassion to those who have been laid off and give other employees the opportunity to let go and move on.viii Be fair and compassionate. Because perceptions of fairness are critical to mitigating the negative effects of downsizing,ix companies must be careful about the way in which they implement any layoff. First, the selection of employees being shown the door is critical. Although some organizations must abide by certain union agreements, many companies do not have explicit policies regarding, for example, the importance of employee tenure. In such situations, managers might consider communicating the rea- soning behind their decisions. Second, whenever possible, employees should be given sufficient notice of their layoffs to increase the chances of their finding new jobs with- out any break in employment. Part of that process should include outplacement services that the organization could provide by retaining an outside company. Third, the size of severance packages will be a major indicator of how a company views its work- ers and can affect (either positively or negatively) employee morale and motivation. FALL 2009 MIT SLOAN MANAGEMENT REVIEW 83COURTESY OF SAS
  • 22. with a high-commitment approach.11 Finally, man- agers should consider making HR investments (such as in skills training and job rotation) during and sub- sequent to the downsizing to retain the remaining workers and keep them engaged and productive. The surviving employees will view such invest- ments as a trade-off, balancing the possibility of additional future layoffs with the opportunity to build their skills and gain valuable work experience. Consider SAS Institute Inc., a statistical analysis software company based in Cary, North Carolina, that is well known for its extensive employee benefits and no-layoff policy. In 2006, SAS consolidated two mar- keting departments, which resulted in the elimination of 72 positions.12 All affected employees were given the opportunity to apply for other positions in the organi- zation or take generous severance and early-retirement packages. As such, the downsizing was conducted con-
  • 23. sistent with the organization’s commitment-oriented approach, which was essential for helping employees to understand the strategic decisions made.13 Another example is Southwest Airlines Co., which has managed to maintain a no-layoff policy for over 30 years in the brutal, hypercompetitive airline industry. But that’s not to say that SWA never alters the size or composi- tion of its work force. When the company cancels a route or closes a call center, for instance, management reduces staffing by giving employees the opportunity to transfer to other locations and by offering voluntary buyout packages with various amounts of cash, health care and travel benefits. Even in the current recession, SWA has continued to view involuntary layoffs as a last resort, relying instead on voluntary buyouts and trans- fers. (However, in contrast to prior downturns when forced layoffs were never raised as an option, this time around CEO Gary Kelly has not taken the possibility of
  • 24. involuntary layoffs off the table.14) Quadrant III: Reactive and Control Oriented The recent economic climate has pushed some companies to the brink of collapse, forcing them to make dramatic cuts to their work forces. For organi- zations in this quadrant, employees are not viewed as key assets and can therefore be replaced easily in the short term, particularly with cheaper workers on a contingent basis. Hence, companies in this quadrant are likely to use extensive cost reductions combined with involuntary layoffs. They might, for instance, provide just the minimum legal amount of notice and severance that the law requires (often 60 days’ or equivalent pay for mass layoffs). Further, they will often rely on simple incentive schemes such as sales commissions or piece-rate pay to com- pensate individuals. Finally, they might increase their use of monitoring mechanisms to ensure
  • 25. worker productivity during a transition period. Take, for example, Circuit City Stores Inc. In 2007, the electronics retailer cut costs by replacing its highest-paid, top-performing sales employees with lower-paid, less-qualified new hires. But, ac- cording to critics, that decision resulted in poor customer service, an inexperienced work force and limited opportunities for employees in the organi- zation.15 Later, in response to the 2008 economic crisis, Circuit City closed numerous stores, laid off 10% of its work force and eventually filed for bank- ruptcy. Although the exact reasons for Circuit City’s downfall are complex, some have speculated that its earlier treatment of employees and mass layoffs were contributing factors.16 At the very least, the re- tailer’s approach to downsizing left a lasting negative impression with the media and very likely damaged the morale and commitment of its work force.
  • 26. But that’s not to say that a reactive and control- oriented approach to downsizing necessarily leads to disaster. In fact, that approach is used regularly in the call-center industry. Workers at call centers typically receive limited training, are highly interchange- able, experience intense electronic monitoring and are motivated through individual incentives. Moreover, organizations that operate call centers tend to use involuntary layoffs as their primary downsizing mechanism, as has been the case with many telemarketing businesses such as TeleTech, CDG Management and Teleperformance. Even prominent corporations like eBay Inc. and Dell Inc. have abruptly closed Canadian call centers, displacing approximately 700 and 1,100 people, respectively. Quadrant IV: Proactive and Control Oriented A company in this quadrant has identified threats or opportunities that require a change to the size of its
  • 27. work force, and because managers have adopted a more proactive, long-term approach to downsizing, they will rely on various best practices, including nat- ural attrition, transfers and retirements. Even though An example of the “proactive and commitment-oriented” approach is SAS Institute (pictured, CEO Jim Goodnight), which has downsized by offering employees a menu of best-faith alternatives. 84 MIT SLOAN MANAGEMENT REVIEW FALL 2009 P E O P L E & S T R A T E G Y COURTESY OF CISCO SYSTEMS employees are not considered to be key assets, the or- ganization deploys those alternative strategies because it recognizes the potential costs of severance pay as well as the expenses associated with recruiting and training new hires. Furthermore, because down- sizing is not implemented as a reaction to sudden
  • 28. changes in the economy, it typically is targeted to spe- cific underperforming units or business processes. Consider Wal-Mart Stores Inc., the massive re- tailer that is famous for its operational efficiencies and extensive control over all aspects of its business. Involuntary layoffs have not been commonplace at the retailer. When the company recently announced that it would downsize its apparel business, for in- stance, it transferred many of those workers to other locations. Because that decision was made proac- tively for internal reasons, Wal-Mart had the opportunity to manage the downsizing process with a more deliberate approach that helped avoid the severance costs of many involuntary layoffs. That said, Wal-Mart’s treatment of workers has often been criticized in the past, particularly with respect to em- ployee benefits and attempts to form unions.17 Learning From the Past After the technology bubble burst in 2001, Cisco Sys-
  • 29. tems Inc. laid off 8,500 employees, roughly 20% of its work force.18 During that downsizing, the com- pany also utilized many of the best practices needed to keep employees motivated and committed, but many felt that the company had been too quick to resort to layoffs. As a result, it suffered a decline in morale and a significant amount of voluntary turn- over. Since then, CEO John Chambers vowed that Cisco would “build” rather than “acquire” talent, meaning that the company would focus on motivat- ing and developing internal employees. In 2008, in response to the recent economic crisis, Cisco imple- mented layoffs only as a last resort after deploying a number of alternative measures. In other words, the company’s current response to the business downturn is more consistent with its commitment- oriented approach to talent management, whereas its actions in 2001 were somewhat contradictory.
  • 30. After any downsizing, managers at a commitment- oriented company need to ask themselves: “Were we successful not only at cutting costs, but also in main- taining a committed and motivated work force?” The decision to spend significant resources on employees, whether in the form of severance pay or continued in- vestments in HR, will be difficult to justify when business is bad. Hence, the costs and benefits associ- ated with each of those types of investments need to be evaluated. Take, for instance, Yahoo! Inc. Forced to implement layoffs because of the recession, Yahoo softened the blow with severance packages that cov- ered up to two years of pay.19 A company executive has argued that the generous packages were justified to re- tain other employees and keep them motivated during a difficult transition period. But was that costly expen- diture truly worth it? The answer is more complex than it might first seem. Consider that the severance
  • 31. packages will likely limit the number of wrongful dis- missal lawsuits filed by employees and minimize damage to the Yahoo brand. Now contrast Yahoo’s approach with that of Re- public Windows & Doors of Chicago. Last December, 250 workers at the company’s plant held a sit-in strike after being laid off without severance pay.20 The ensu- ing negative publicity was a major embarrassment for Republic Windows and its creditor, Bank of America Corp., especially after BoA had earlier received a fed- eral bailout of billions of dollars. Media coverage of the factory strike swayed public opinion against Re- public Windows and BoA — some of the protesters carried signs stating, “You got bailed out, we got sold out” — and led to a quick settlement. For Republic Windows (and BoA), providing severance pay at the outset might well have been worth the expense in terms not only of avoiding potential legal issues with
  • 32. the laid-off workers but also with respect to minimiz- ing any negative publicity from the downsizing. Ultimately, severance pay and the implementation of other best practices should be evaluated as a cost- benefit issue — does the expense (or investment) provide a good return? That assessment can be diffi- cult, because it must involve various “soft” issues, such as the motivation of the remaining employees in a post-layoff environment. Undoubtedly, employees’ commitment to an organization will be affected greatly by how they and others were treated during a difficult period. Managers should be aware that feelings of “survivor guilt” can easily lead to a drop in productiv- ity among those employees who have survived a layoff. Therefore, companies need to consider taking extra measures to motivate people during and after a layoff. In response to the 2008 economic crisis, Cisco Systems (pictured, CEO
  • 33. John Chambers) managed layoffs very differently than it had in 2001. SLOANREVIEW.MIT.EDU FALL 2009 MIT SLOAN MANAGEMENT REVIEW 85 THE NOTION THAT organizations should avoid down- sizing at all costs is antiquated, but that doesn’t mean that companies should be free to downsize in any manner they desire. At the very least, they must en- sure that their downsizing initiatives are aligned with their approach to talent management to send a con- sistent message to employees.21 Consider Radical Entertainment Inc., a leader in the video gaming in- dustry. Based in Vancouver, British Columbia, Radical has a culture and work force dedicated to de- veloping cutting-edge products, with employees frequently working through the night to meet dead- lines. In 2007, Radical doubled in size, recruiting about 100 new employees. Then, only one year later,
  • 34. the company announced a major downsizing of 100 layoffs.22 That decision sent a confusing and conflict- ing message to employees, which could end up damaging Radical’s innovative culture as well as its ability to attract and retain top talent. Of course, organizations do not typically have lavish budgets to implement a downsizing initiative — in- deed, a scarcity of resources is why many companies must downsize in the first place — and, as such, they may sometimes be forced to move from commitment to control approaches. In addition, some businesses have chosen to manage core and support workers dif- ferently,23 so that various downsizing and talent management approaches are used within the same or- ganization. Delta Air Lines Inc., for example, has offered voluntary exit incentives to all its workers except pilots and others in specialized positions.24 That reflects the different value the company places on certain employ-
  • 35. ees and its desire to prevent the loss of that human capital. Because of those and other complexities, man- agers should consider our framework as merely a first step toward developing a plan of action for any down- sizing initiative. Even so, it provides a powerful tool for understanding various fundamental issues linking downsizing and talent management systems. Christopher D. Zatzick is an associate professor at the Faculty of Business Administration, Simon Fraser University; Mitchell L. Marks is an assistant professor at the College of Business, San Francisco State University; and Roderick D. Iverson is a profes- sor at the Faculty of Business Administration, Simon Fraser University. Comment on this article or contact the authors at [email protected] 86 MIT SLOAN MANAGEMENT REVIEW FALL 2009 SLOANREVIEW.MIT.EDU P E O P L E & S T R A T E G Y REFERENCES 1. K.P. De Meuse, T.J. Bergmann, P.A. Vanderheiden and C.E. Roraff, “New Evidence Regarding Organizational Downsizing and a Firm’s Financial Performance: A Long-
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