It Used to Be So Easy and Stable: Now, Edelman's 2 Layoffs and the 2 Brutal Realities

If you were clever and had good instincts about what gets attention and can change perception you could go to New York City and make a solid living in public relations. As long as you kept hitting, there was no "they" focused on forcing you out as you aged. Back then, the joke was: Hey, your boss is getting on your nerves. Walk across the street and get a better job.

From Bliss to Collapse

Yes, it was all so easy. But during the past several years the struggle to get a job and hold onto it has become as raw in public relations as in so many other industries. 

Professional anonymous network Reddit Public Relations chronicles the frustration of those under-30, even with advanced academic degrees in the field, not even getting a single interview in their job search. 

The over-50? They have mutated into a targeted class. Also, their prized expertise may be less marketable. That genius in relations with legacy media better learn how to influence the influencers. 

Oh No, Not Edelman Too

Almost 22 percent of agencies have laid off. The stunner is that among them has been the iconic Edelman. 

Edelman's founder Daniel Edelman had been, like Don Draper from "Mad Men," a giant in the sector. 

In 2023, Edelman had laid off 240. Many of them were long-time "pros" who, in general, were still achieving. However, as is typical in this job market, probably they were earning "too much." Pro Publica had documented that once you reach the age of 50 the odds are that you will be forced out. Those decades younger could be hired at one third your compensation.

This year, the second round of Edelman layoffs, as Kevin McCauley reports on O'Dwyer's Public Relations, is more about a reset. That has been another stunner. The 330 had to go because of a shift in trend. For a while the mandate, whether you were a public relations representative, a techie or an influencer, was to be a specialist. Generalists were being ignored in the labor market.

Now, Edelman has found that those coming to its specialist services demand one-stop shopping. The business is being retrofitted to allow those requiring that very particular service to also have direct access to the entire menu of what goes on in a typical public relations agency. The process has to be seamless.

No Safety

Obvious are two realities:

No longer will talent and achievement prevent layoffs for the over-50

Changing trends can push you out of a job in which you once had been so marketable. 

Five Hedges

No matter your age and how successful you currently are, here are the five necessary hedges to ensure you have work:

Develop multiple sources of income. The day job or your career cannot take all your money-making focus. No, your employer would not welcome your not being totally obsessed with your position. So keep what else you are up to under wraps. 

Live below your income level. Almost 80 percent live paycheck-to-paycheck. You don't want to be among them. If you are fortunate enough to land another job in your field that could take up to nine months. 

But the more typical scenario, if you are over-50, is that you will have to create other ways to bring home the income you need. There may be a shift from "careerist" to "semiretired." Here is my recent article in O'Dwyer's Public Relations on how to succeed during that transition.

Keep up your networking skills. Sure, if you have to move on to other lines of work, your former network may be useless - here is my article on that tough change. But you don't want to get rusty in Dale Carnegie's guidance for "how to make friends and influence people."

In all kinds of phases of their careers and in all kinds of economic conditions, those with staying power have made it their business to have as a priority developing authentic connections with other human beings. They range from former US President Bill Clinton to Chair of law firm Paul Weiss Brad Karp. Both, over-50, maintain a powerhouse presence. 

Incidentally, a classic in networking research is the finding of Mark Granovetter that the majority of professional opportunities come through casual acquaintances. So, you bet, invest time jaw-jawing with the security guard in your building and the check-out at Walmart. Clinton and Karp make their outreach broad. 

Investigate certifications and licenses. Those can directly open up making a good living in other lines of work. Currently one of my coaching clients, who is in personal services, is studying for her license in commercial real estate. In her 50s, she is aging out of hands-on service. 

Keep up-to-date on resume formats and the strategies for positioning aging. As this guide explains, so much continues to change in how to present yourself in a resume. That ranges from the impact of AI with the need to use keywords to steering clear of certain fonts such as Times Roman which brand you as out-of-date. There are also options for how the over-50 can present themselves from a position of strength. Here, for the over-50, is an easy-to-use comprehensive cheat sheet to make a resume 2024.

Bad, Likely to Get Worse

The hardest nut to crack is for Boomers who had enjoyed its being "so easy" to get jobs, change jobs, land promotions and try out running our own enterprises to finally have to think and act differently about earning income from working. No, it's no longer "easy." With the flattening of organizations, consolidation creating redundancies, the integration with marketing and AI, it's bound to get worse.

You made it this far. The next phase for how to continue working could be semiretirement. Coach For Seniors Jane Genova will give you a complimentary consultation about continuing to make a buck, at any age. Text/phone 203-468-8579, email janegenova374@gmail.com for appointment. Fees custom-made for your current budget.