How to avoid losing your job when companies merge

For the past 35 years, I have assisted in branding initiatives emerging from company acquisitions or mergers. Today, the business community is seeing a significant rise in these mergers and acquisitions primarily driven by the need to find new growth within a commoditized market. Our clients Shoppers Drug Mart and OfficeMax are just beginning their integration journey, while TD Bank Group is further harmonizing its 2007 U.S. acquisition of Commerce Bank. This drive is either motivated by the need to find efficiencies in a declining or shifting category, such as office supplies and grocery products, or to discover growth in new markets and new categories, as was the case for TD. Most industries are facing commoditization, which is ultimately reducing the value of the products or services they provide due to the flattening of their competitive advantage. When commoditization sets in, mergers and acquisitions are a natural counter balance in business to help increase sales, drive growth, and benefit from efficiencies. The net collateral damage to these business initiatives, if not managed properly, are the human assets that show up on the balance sheet as either a value or liability.

The unfortunate fact is mergers and acquisitions that are based on a response to commoditization seldom deliver on efficiencies, especially if the new identities coming together have very distinct cultures and business models. During this time of transition, most employees feel a strong sense of uncertainty and fear as they lack an understanding of their role and their future in the new organization. As an employee, what can you do to better position yourself as a valued asset? To survive and strive during this period of change, you need to think of yourself as a brand. You need to self assess if you have unique skills, relevant experiences, or meaningful connections to ensure your profile remains visible and valued during the integration phase. The same factors that drive preference for brands also apply to individuals. To succeed, you need to determine what your new organization’s identity will require. Organizations that respond to commoditization find efficiencies through head count reductions such as early retirement or mass terminations. Do you have unique capabilities or knowledge that are essential to the company? Do you have important connections? Are you part of a core, pivotal team that is instrumental to the value of the organization? It is important your performance reviews have been outstanding and it helps if your colleagues and managers see you as a team player.

Most individuals wait until change is forced upon them to act while those that succeed in times of uncertainty had a plan in place many years in advance. These individuals have a visible brand that clearly stands for something unique. They leverage social media to promote their expertise and passions and to keep everyone in their network of influence appraised of new ideas through their blog. These individuals are always providing added-value ideas and solutions that make them indispensable to organizations. Ultimately, you want to ensure you are seen as integral to the success of the new merged or acquired organization.

Years ago, I penned a quote that is very relevant in times of change: “Leadership is finding the opportunity in the challenge versus the challenge in the opportunity.” There is no silver bullet to guarantee you are one of the chosen ones to prosper during a time of merger or acquisition, as each transaction has its own dynamics. However, if you think of yourself as a brand and ensure you are differentiated, meaningful, and relevant in the eyes of the decision makers, your odds of success are stacked in your favour.