The calm before the storm – or the beginning of the end
The conditions are dire. Many companies are tightening efficiency screws, questioning budgets, postponing strategic topics. Jobs are being cut.
Anyone speaking today with CEOs, HR teams, or marketing managers about employer branding often hears the same responses: “We’re waiting it out,” “It’s not the right time,” “Our people are loyal.”
Understandable? Yes. Right? Certainly not.
A clear pattern emerges in many mid-sized high-tech companies: everything revolves around product, performance, and efficiency. Topics like employer branding or employee retention? Seen as secondary.
But it’s precisely in a crisis that a company’s attractiveness, stability, and credibility reveal themselves – both internally and externally.
When the mood shifts, it’s already too late
What appears calm on the surface is often an early warning signal. Employees withdraw. Leaders seem uncertain. It’s not tasks that are missing – but orientation, perspective, meaning, and security.
