{"id":12833,"date":"2026-04-29T19:09:37","date_gmt":"2026-04-29T19:09:37","guid":{"rendered":"https:\/\/www.medientraining-institut.de\/?p=12833"},"modified":"2026-04-29T19:11:17","modified_gmt":"2026-04-29T19:11:17","slug":"retaining-talent-during-the-crisis","status":"publish","type":"post","link":"https:\/\/www.medientraining-institut.de\/en\/retaining-talent-during-the-crisis\/","title":{"rendered":"Retaining expertise during a crisis \u2013 Why trust matters more than cuts"},"content":{"rendered":"<p>It is precisely during economically challenging times that we see whether a company retains its best people\u2014or whether vital knowledge, experience, and trust are lost. This is exactly what retaining expertise during a crisis is all about: Are employees viewed merely as a cost factor, or as what they truly are\u2014a crucial component of the company\u2019s stability?<\/p>\n<p>Yesterday I was once again at a family-run large enterprise that\u2014like many others\u2014finds itself in a challenging economic situation. High cost pressures, difficult decisions, and uncertainty are just as much a part of daily life there as they are in many other organizations.<\/p>\n<p>But one statement really stuck with me:<\/p>\n<p>\u201cWe don\u2019t lay anyone off. We reassign them.\u201d<\/p>\n<p>Not out of sentimentality. But out of principle.<\/p>\n<p>The entrepreneurial family does not view its employees as an interchangeable cost center, but as long-term sources of expertise. When economic pressure arises, therefore, the first step is not to cut staff, but to seek solutions: other locations, new areas of responsibility, new roles.<\/p>\n<p>It is precisely this attitude that changes everything.<\/p>\n<p>&nbsp;<\/p>\n<h2>What this attitude triggers within the company<\/h2>\n<p>The effect is immediately noticeable.<\/p>\n<p>The people there aren\u2019t blindly optimistic. They know the economic reality very well. But they have something that has become rare in many companies facing crisis: security through reliability.<\/p>\n<p>And from this sense of security arises something that cannot simply be ordered:<\/p>\n<ul>\n<li>Motivation to develop new solutions<\/li>\n<li>Willingness to take on responsibility<\/li>\n<li>Courage to address difficult issues openly<\/li>\n<li>Innovative drive despite economic headwinds<\/li>\n<\/ul>\n<p>The key point is:<\/p>\n<p>Employees believe the company\u2019s commitment to retaining them.<\/p>\n<p>And it is precisely this belief that changes behavior.<\/p>\n<p>&nbsp;<\/p>\n<h2>The biggest mistake in many restructurings<\/h2>\n<p>In many other companies, the process is exactly the opposite.<\/p>\n<p>First come cost-cutting, layoffs, and restructuring. Only then does communication follow.<\/p>\n<p>Then they are surprised by the consequences:<\/p>\n<ul>\n<li>withdrawal into oneself<\/li>\n<li>working to the letter of the rules<\/li>\n<li>exodus of top performers<\/li>\n<li>loss of knowledge that doesn\u2019t show up in any Excel spreadsheet<\/li>\n<\/ul>\n<p>The real problem is often not the cost-cutting measure itself.<\/p>\n<p>The problem is the attitude that is communicated through it.<\/p>\n<p>Because the central question is not just:<\/p>\n<p><strong>\u201cHow do we cut costs?\u201d<\/strong><\/p>\n<p>But above all:<\/p>\n<p><strong>\u201cWhat attitude do we demonstrate when things get serious?\u201d<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12827\" src=\"https:\/\/www.medientraining-institut.de\/wp-content\/uploads\/2026\/04\/1777404506056.jpg\" alt=\"Illustration im Comic-Stil zum Thema Braindrain am Arbeitsplatz. Links: Unzufriedene Arbeitnehmer diskutieren \u00fcber Unsicherheit und Wissensverlust. Rechts: Eine F\u00fchrungskraft wendet sich an ein Team und betont, dass eine klare, ehrliche Kommunikation die Abwanderung von Fachkr\u00e4ften verhindern und die Zusammenarbeit f\u00f6rdern kann.\" width=\"524\" height=\"350\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Three leadership principles for maintaining competence in a crisis<\/h2>\n<h3>1. Reliability is stronger than reassurance<\/h3>\n<p>Employees don\u2019t need platitudes like \u201cEverything will be fine.\u201d<\/p>\n<p>They need guidance:<\/p>\n<p>Here\u2019s how we\u2019ll proceed.<br \/>\nThese are the criteria.<br \/>\nYou\u2019ll receive the next update shortly.<\/p>\n<p>Clarity builds trust. Reassurance without substance destroys it.<\/p>\n<p>&nbsp;<\/p>\n<h3>2. Change Requires Dignity<\/h3>\n<p>When people are transferred, reassigned, or given new responsibilities, a clear explanation is needed:<\/p>\n<p>Why you, specifically?<br \/>\nWhy exactly there?<br \/>\nWhat is the purpose behind this?<\/p>\n<p>Without this context, a sense of devaluation quickly sets in.<\/p>\n<p>When the purpose is made clear, momentum is created instead of resistance.<\/p>\n<p>&nbsp;<\/p>\n<h3>3. Plain language relieves pressure on the system<\/h3>\n<p>Crises are no time for vague language.<\/p>\n<p>Those who deliberately use unclear language create uncertainty.<\/p>\n<p>Those who speak clearly take pressure off the system and make the ability to act possible in the first place.<\/p>\n<p>Leadership is demonstrated precisely here.<\/p>\n<h3><\/h3>\n<h3>Trust determines competence<\/h3>\n<p>In crises, companies don\u2019t just lose jobs.<\/p>\n<p>They lose competence. And often, they simultaneously lose their most valuable asset: trust.<\/p>\n<p>Family-run businesses, in particular, frequently demonstrate that a stable core attitude makes all the difference.<\/p>\n<p>Not always. But far more often than purely numbers-driven structures.<\/p>\n<p>When the attitude is right, competence stays on board.<\/p>\n<p>Then restructuring becomes a strategic decision\u2014and not merely damage control.<\/p>\n<p>Our book <strong>\u201cLeadership Task No. 1: Communication\u201d<\/strong> is now also available as an audiobook on Audible\u2014for anyone who wants to navigate precisely these kinds of situations with polished language: clearly, respectfully, and effectively.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-12828\" src=\"https:\/\/www.medientraining-institut.de\/wp-content\/uploads\/2026\/04\/Audible-Fuehrungskraefte.png\" alt=\"F\u00fchrungsaufgabe Nr. 1 - Kommunikation jetzt auf Audible als H\u00f6rbuch\" width=\"559\" height=\"361\" \/><\/p>\n<p>Yours,<\/p>\n<p>Dr. Nikolai A. Behr<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It is precisely during economically challenging times that we see whether a company retains its best people\u2014or whether vital knowledge, experience, and trust are lost. This is exactly what retaining expertise during a crisis is all about: Are employees viewed merely as a cost factor, or as what they truly are\u2014a crucial component of the [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":12827,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[716,1052,675,1031,189,1119],"class_list":["post-12833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-change-management-en","tag-crisis-management","tag-executive-communication","tag-fuehrungskommunikation","tag-leadership","tag-retaining-expertise-during-a-crisis"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retaining expertise during a crisis \u2013 Why trust matters more than cuts<\/title>\n<meta name=\"description\" content=\"Retaining expertise during a crisis is key to building trust. 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