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Restructuring and Employer Branding
Restructuring is not only a disruption for employees, but also a stress test for the employer brand. This analysis by Restart Career and kununu, based on real reviews and experiences, shows how companies can maintain trust and protect their reputation.
Approximately 15 minutes reading time
How can a restructuring be managed without permanently damaging the employer brand? In this guide, Restart Career and kununu show what companies can learn from the public perception of their restructurings. The analysis is based on 13,941 kununu reviews of 16 companies from 2020 to 2024 – supplemented by a qualitative evaluation of comments and interviews with affected employees. The results reveal how drastically the kununu score can drop during a restructuring, why two-thirds of the companies studied do not fully recover, and which three factors make the difference: a transparent selection process and careful implementation, clear communication and transparency, and appreciation and professional support during career reorientation. Furthermore, the analysis shows why a higher severance package alone cannot compensate for a damaged process or a tarnished employer brand.
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