Summary of Key Points
Recently, large companies have been laying off employees frequently and in a rather brutal manner. Employees are no longer silent and have begun to publicly criticize the company's issues on social media platforms (such as sudden layoffs, disputes over stock options, and excessive workplace competition), which has attracted widespread attention online. This has presented new challenges for corporate public relations—what is known as "employee crisis communication." The underlying reasons include the normalization of job restructuring due to the replacement of human workers by AI, as well as the fact that Generation Z employees place a greater emphasis on their rights and are less willing to tolerate unfair treatment. In the future, corporate public relations efforts must not only focus on maintaining the brand's image externally but also consider managing employee relationships internally as a long-term necessity. Treating employees with kindness is ultimately the most cost-effective form of public relations.
1. Large Companies' Brutal Layoffs and Employees No Longer Accepting Injustice
Large companies often make "basic mistakes" when dealing with their workforce: The layoff itself may not be the problem; the real issue lies in the harsh and disrespectful way it is carried out. For example, at 58 Tongcheng, the number of sales staff was cut from over 16,000 to less than 6,000, with employees being called in for meetings in the morning and then laid off in the afternoon. Former employees of REDnote were dismissed just eight days before they were supposed to receive their stock options; nearly 50 people have had similar experiences. Articles like "Being Trapped in DingTalk" have gone viral, criticizing the company's bizarre management practices, such as criticizing employees for working until 11 p.m. and equating excessive competition with loyalty. These issues were originally internal problems, but now that employees are brave enough to speak out about them, they have turned into major public relations crises. In the past, people viewed large companies with a certain aura and thought they could just endure such things; however, public tolerance for these practices has decreased. You can lay off employees, but you must do so with some decency and in accordance with the law.
2. Spending Big on AI While Laying Off Employees in Deceptive Ways? The Contrast Is Hurting People
Large companies preach about "long-termism" and invest billions in developing advanced AI models and building massive computing power, yet they are stingy when it comes to layoffs. Some companies force employees to transfer to other locations or set unattainable KPIs to encourage them to resign voluntarily, thereby avoiding compensation obligations. Others break up employment contracts to reduce the length of service and lower compensation amounts. This contrast between generous external investments and frugal internal practices has severely eroded employees' trust in the company. Employees wonder: If the company is unwilling to provide fair compensation, what's the point of talking about "empowering them with technology"? As a result, more and more employees are willing to speak out publicly or even take legal action.
3. The Employee Crisis Has Become a Long-Term Problem Due to AI Replacement and the Rise of Generation Z
In the past, large companies' rapid growth masked their internal issues; now that industry growth has slowed down, AI is taking over jobs. Repetitive roles (such as customer service and basic sales) are being automated, making job restructuring the new norm. Layoffs will no longer be a one-time event but may occur quarterly or across different business units. Additionally, Generation Z employees are more assertive: if they feel unfair treatment, they will use platforms like REDnote or Maimai to expose the issues, rather than staying silent. This combination of ongoing job restructuring and empowered employees means that these crises have become permanent challenges for large companies, which cannot be resolved by temporary fixes.
4. Public Relations Cannot Focus Only on the Outside World; Treating Employees Well Is the Best Defense
In the past, corporate public relations focused mainly on external aspects (such as dealing with the media and handling negative brand images). Now, it is essential to address internal issues as well: standardizing personnel procedures (such as providing advance notice of layoffs and transparent compensation), respecting employees' rights (avoiding unfair practices), and improving communication (giving employees time to adjust to changes). Post-incident denials or deleted posts are ineffective if the fundamental issue is treating employees as mere "tools" rather than human beings. For example, offering adequate compensation and communicating in advance during layoffs can prevent employees from publicizing their grievances. Reducing internal competition and showing more empathy can also help prevent internal issues from becoming hot topics online. Ultimately, treating employees well is the most cost-effective form of public relations—happy employees are less likely to cause problems for the company.
In Conclusion
The future crises for large companies will not lie in external competition but in their internal relationships with their employees. Investing in good employee relations is far more effective than spending millions on public relations efforts.