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How to make positive changes to re-engage and motivate employees after a company downturn

Marta Rebull (Softonic International S.A, Barcelona, Spain)

Strategic HR Review

ISSN: 1475-4398

Article publication date: 14 June 2019

Issue publication date: 21 June 2019




What motivates people to work? When jobs are abundant, salaries are competitive, companies are out-perking themselves and the workforce is fickle – is that really motivation? And, how do you continue to motivate employees in a company that struggles with its mission and is experiencing a significant downturn and disengagement? The purpose of this study is to look at the measures Softonic, one of Spain’s most successful tech companies, had to take to motivate, re-engage and give employees a strong sense of purpose after the company suffered a significant downturn.


Taking an honest look at the situation and tacking head on. Creating a whole new playbook that relies on: Leadership by Example, Ownership and Empowerment, and Development and Recognition.


When you create a culture of transparency, break down the barriers and empower your employees to reach beyond their limits; they will re-engage and motivate.


This is a case study detailing how new management re-engaged and motivated the workforce of Softonic after a severe company downturn.



Rebull, M. (2019), "How to make positive changes to re-engage and motivate employees after a company downturn", Strategic HR Review, Vol. 18 No. 3, pp. 104-108.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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