The Rise of Euphemistic Language in Layoff Announcements
Layoffs in the first month of 2024 have left tens of thousands without jobs, with the tech industry alone cutting 32,000 roles. The way the bad news is delivered is more important than ever, as companies fear being canceled on social media after a poorly executed final conversation. Executives are using all kinds of euphemisms to avoid being straightforward with their employees.
The Moral Disengagement Behind Delicate Language
Harvard Business School professor Sandra Sucher said that delicate language is the result of “moral disengagement,” a harm-doer’s effort to rationalize and soften the action for themselves. Ultimately, the meaning is the same to the worker: They’re losing their job.
A Historical Shift Towards Euphemistic Phrases
A lexicon to describe layoffs euphemistically became more common in the late 1980s and 1990s as job cuts were normalized, according to Sucher. Previously, layoffs were more rare, and mostly the result of a manufacturer closing its plant in a town.
From Right-Sizing to Restructuring: The Euphemism Game
In recent layoff announcements, companies have increasingly opted for euphemistic language. Spotify Technology SA used the term “right-sized,” Citigroup Inc. referred to a “simplified operating model,” and Meta Platforms Inc.’s Mark Zuckerberg mentioned “org changes.” Executive believe that vague language placates workers, but research suggests it has the opposite effect.
The Stigma Associated With “Firing”
The general shift away from the word “firing” is likely because of the stigma associated with it, according to experts. “Layoffs” is now used to describe dismissal without cause, while a “firing” is typically in response to a breach of company rules.
Choosing the Right Synonym: Sorting Out Next Steps
Synonyms for layoffs serve a purpose in helping companies sort out next steps. Phrases like “simplification” and “restructuring” have different meanings, indicating whether employees will be fired or just relocated within the company. Terms like “furlough” and “rightsizing” have unique contexts as well. The intentional vagueness of “rightsizing” allows a company to change its plan as needed.
Analyst comment
Positive news: There is a historical shift towards euphemistic language in layoff announcements, indicating that companies are becoming more aware of the importance of delivering bad news in a sensitive manner.
Neutral news: Layoffs in the tech industry have resulted in tens of thousands of job cuts.
Negative news: Executives are using euphemisms to avoid being straightforward with employees, ultimately leading to job loss.
As an analyst, I predict that the market will continue to see an increase in the use of euphemistic language in layoff announcements as companies strive to protect their reputation and minimize backlash on social media. However, research suggests that this approach may not be effective in placating workers.
