In Times of Economic Uncertainty, Your People Matter
Image Source: Antonius Ferret
Mass layoffs. Global restructuring. Job loss.
These have dominated the headlines (and our LinkedIn feeds) for much of the past year. In challenging times, employees are often the first to be let go. Roles are outsourced to lower-cost markets. Or, as some r/Singapore threads put it, one person ends up doing the work of three.
The rise of AI in the workplace has added yet another layer of anxiety. While many view it as a threat to job security, we see it differently. AI is an accelerator — a tool that helps us work faster, smarter, and better. What it cannot replace is the human ability to push boundaries, nurture relationships, and navigate complexity. The real opportunity is in learning to integrate AI into our workflows so we leverage technology, not get replaced by it.
Your people are your greatest asset during an economic downturn. They know your business inside out, they are invested in its success, and they bring unique perspectives that can disrupt, innovate, and drive growth.
1. Why Internal Comms Can’t Be an Afterthought
Traditionally, internal communications has sat quietly under the marketing or corporate communications umbrella, treated as a functional necessity — sending out announcements, publishing HR updates, or organising the occasional town hall.
In today’s volatile climate, this limited view is no longer enough. Employees are not passive recipients of information. They are brand ambassadors, culture carriers, and change agents. To truly engage them, we must go beyond announcements and take a holistic approach to how, why, and when we communicate.
2. Empower with Clarity, Consistency, and Empathy
Economic uncertainty chips away at morale. The way an organisation communicates can determine whether its people feel anxious and disconnected, or informed, empowered, and aligned.
Employees want transparency about business performance and to understand the “why” behind decisions. In the absence of clear communication, speculation fills the gaps — and poorly handled messaging can do more harm than good. This is why clarity, consistency, and empathy are non-negotiable.
3. More Than a Channel — A Culture
While internal communications might technically fall under marcomms, treating it purely as a channel limits its impact. Real internal communication is cross-functional, values-driven, and led from the top.
It is not about blasting memos or posting intranet updates. It is about building relationships across teams, functions, and geographies. It is about listening as well as talking — understanding the undercurrents within a team, recognising cultural nuances, and knowing where influence truly lies.
4. The Human Factor
Communication is human. It is emotional, contextual, and nuanced.
In a hybrid, fast-paced, notification-heavy world, this nuance matters more than ever. Templates and one-way bulletins rarely cut through. What works is a relational, responsive, and inclusive approach — one that considers tone, timing, and trust.
For example, a company-wide hiring freeze delivered in a cold email might fuel anxiety. The same announcement made during a live Q&A with leadership could foster understanding and connection. The message is the same — but the way it is delivered changes everything.
5. Giving Internal Comms a Seat at the Table
If organisations want to thrive — not merely survive — in today’s economic climate, internal communications must be elevated to a strategic function. It should not be a mouthpiece, but a partner in navigating change, shaping culture, and sustaining performance.
The best internal comms does more than inform. It connects. It aligns. It inspires. And when done well, it enables organisations to face uncertainty stronger, more united, and ready to move forward — together.
If your organisation is ready to elevate its internal communications, we would love to help.
📧 hello@baskcomm.com