Imprint Beer Co. offers us a textbook lesson in how not to communicate layoffs to employees. The brewery recently announced mass layoffs and stopped brewing beer at its facility, blaming financial issues from water surcharges.
How did they break the news to their employees? A now-deleted social media post.
Cue the appropriate outrage. Former employees posted online about the abrupt firings and other toxic working conditions. Imprint's response? Defensive and snarky public replies to the employees and other online reviews. It was a PR disaster—and an example of how not to handle layoffs.
Layoffs are always tough, but mishandling them can torpedo your business's reputation. Here's how to do it the right way:
1. Communicate directly: Nobody wants to find out they've lost their job via Instagram. Deliver the news in person (or at least privately) with clear reasons. Employees deserve transparency, not cryptic posts.
2. Show empathy: Layoffs are emotional. Treat people with respect—offer severance, job placement help, or even just a heartfelt apology. It's basic decency, and it matters.
3. Stay professional online: Public backlash is inevitable, but doubling down with defensive replies? That's a one-way ticket to Reputation Hell. Acknowledge mistakes, apologize, and keep it classy.
4. Reassure your team: Layoffs don't just impact those let go—they shake the entire workforce. Be honest with your remaining staff about what's next to restore trust and morale.
5. Know the law: Surprise layoffs can lead to legal trouble if you're not following notice requirements like WARN. Get it right, or get ready for a courtroom cameo.
Layoffs are never easy, but they don't have to be a trainwreck. Show respect. Be transparent. Keep the drama off social media. If not, you might end up the next case study in What Not to Do When Running a Business. Nobody wants to be that brewery.