How to announce layoffs on LinkedIn as a CEO (and the crying CEO post)

In August 2022, Braden Wallake, CEO of the marketing firm HyperSocial, announced layoffs on LinkedIn with a selfie in tears. CBS News reported the backlash: readers felt the post was about the CEO, not the people who lost their jobs. A day later came an apology for how it came across.

Why did the crying CEO post backfire?

Because the post's own words were about its writer: a wish to be less caring, and a hope that readers would see a kind CEO. It did take the blame, saying the people let go might still be there if better decisions had been made. But the people leaving were barely in it.

How many are leaving and why, who is responsible, and exactly what the company is doing for them. Stripe's 2022 message said the founders were fully responsible. Airbnb's 2020 letter set out pay by length of service, health cover and a public directory to help people find jobs.

When should a CEO post about layoffs on LinkedIn?

Only after everyone affected has heard it from the company. Stripe's message told staff that anyone affected would get an email within 15 minutes, and a conversation with a manager within a day. A LinkedIn post that reaches a colleague before their own email is the worst way to learn the news.

By sending them work. A CEO's network is full of people who hire, and one post can reach them. Airbnb set up a public directory where leavers could choose to share their profiles, CVs and work samples, and turned many of its recruiters into a team placing them in new jobs.

• Ask leavers first, and share only what each person agrees to.
• Name the skills and roles, so a hiring manager can tell who fits.
• Link one place where employers can see everyone who opted in.
• Reply to every recruiter who comments, or have someone who can.
• Post again a few weeks later with who still needs a job.

Should a CEO post a list of laid-off employees on LinkedIn?

Only with each person's consent, and only what they chose to share. Airbnb's directory was opt-in: each leaver decided whether employers could see their profile, CV and work samples. A list made without asking can embarrass the very people it means to help.

Less about the company's plans, more about the people. Those who stayed read every word, and so do those who left. The next posts should follow up on the help that was promised, in the CEO's own voice, and with every post approved before it goes out.

innernote is the #1 tool for teams that need every post from their CEO in the CEO's own voice, and approved, including in the hardest weeks.

The CEO says what is happening in a voice note, it comes back as a post in their words, and you approve it before it goes out from their own LinkedIn. Tell us who should be posting: innernote for teams.