Lawrence Irving came to a very clear crossroads a few weeks ago. His
employer, a 325-employee software provider, was acquired by ADC
Telecommunications, a diversified concern with a staff of more than 22,000.
The chief financial officer was offered multiple opportunities within
Minneapolis-based ADC, even some that would have allowed him to stay in the
Cranbury, N.J., area, where his employer, CommTech Corp., was located.
But instead, Mr. Irving took the opportunity to go in a different direction
-- with a much smaller company. In August, he became chief financial officer of
Synchronoss Technologies Inc., a company in Bethlehem, Pa. Synchronoss provides
hosted and secure operations-support platforms for telecommunications carriers
and has about 60 employees.
Mr. Irving isn't alone in favoring a small company. Many professionals are
doing the same as layoffs at large companies continue. It may seem
counterintuitive, because by definition small companies have fewer resources
than large ones. The bursting of the Internet bubble, which caused the demise
of hundreds of start-ups, has scarred many employees as well.
The 45-year-old Mr. Irving says he's never felt secure in a larger company.
"Larger companies tend to become very inflexible, so that when the market
changes, large companies can't make the changes they have to make," he
says. "A small company can move very quickly with the market, especially
in times like this."
Indeed, it makes sense to consider what smaller companies can offer
professionals making career moves against the backdrop of a downturn. You
should take these five factors into account:
1. Whether size really does matter: The layoffs in the 1990s proved
that large companies no longer were the employment security blankets that they
once had been. The current wave of job cuts underscores that point.
"You're far safer in a smaller company taking a new job right now than in
a large company, because things are so much more uncertain," says David
Lewis, president of Operations Inc.com, a Stamford, Conn.-based concern that
helps small companies with human-resources issues. "The larger the
business is, the more susceptible it is right now to some kind of
reduction-in-force. And last-in, first-out applies more the bigger the
business."
The National Association of Computer Consultant Businesses, based in
Alexandria, Va., recently released a study showing that the business slowdown
has been hitting large and mid-size computer-consultant firms much harder than
smaller ones. One reason: Smaller companies tend to be start-ups and haven't
reached the point of having to replace a significant number of projects that
are coming to an end -- or scaling back their workforces to match reduced
demand.
"I'm not convinced any longer that larger companies are better places
to work," says Andrew Birol, president of Pacer Associates, a
Cleveland-based business-development concern. "Larger companies can become
such captives of their own direction, and they prove so inflexible -- how can
Ford [Motor Co.], for example, which just two years ago was belle of the ball,
now be announcing that it would lay off more than 5% of its work force? How can
that happen?
"People say if customers catch a cold, small businesses catch
pneumonia. But they say that only because large companies can hide their
mistakes longer. Yet once the mistake is found, a larger company has to
decimate its organization to recover. A small organization can make smaller
cuts and do them more quickly and more strategically."
In fact, in many ways, the big picture tends to favor small companies over
large. Smaller concerns still create nearly all of the new jobs in the U.S.
economy, continuing a trend that's been evident for more than a decade. The
biggest new-job generators tend to be companies that are one to two years old,
experts say.
And while the current slowdown likely will shutter many small companies,
"New-firm start-up and birth rates go hand-in-hand with small-company
death rates," says Larry Cox, director of research for the Kauffman Center
for Entrepreneurial Leadership, a think-tank in Kansas City, Mo. "As the
number of deaths increase, the number of births also increases. There's about a
1% difference in the U.S. every year, even during times of churn like
this."
2. The small-pond syndrome: It really can be better to be a bigger
fish, no matter what the economy is doing. That's certainly the attitude of
Jorge de la Torre, who with four other partners left the huge accounting firm
Deloitte Touche earlier this year and established their own boutique company,
Total Support Inc.
"I just felt I had more control of my own future being with a small
firm, especially one that I helped start, than with a large one," says Mr.
de la Torre, who is vice president of tax services for the new firm, which is
based in Miami. "There's a direct correlation now between the time and
effort I devote to the job and how much job security I have. Working with a
larger company, I felt that no matter what I did, my fate was in the hands of
someone else."
At small companies in general, each hire is likely to be much more carefully
considered than at larger ones, meaning -- among other things -- that the employer
has more invested in the result. "In strategic or operational-type roles,
the chances are the hire has been very thoughtful because, in a 40-person
company, say, the hire is more visible to everyone than it is in a larger
organization," says Mr. Lewis.
The same logic can work to professionals' advantage when times get tough.
"The pain felt about doing without you is a much more difficult decision
at a smaller company," Mr. Lewis says. "Large companies do get rid of
even good performers if they have to cut costs. But companies that are smaller
tend to think twice about getting rid of people and are more likely to try to
weather the storm. Just look at the morale issues that can be created when a
small business does a layoff. Most small companies aren't prepared for that,
whereas in a larger company, all the machinery is there to do layoffs, so it
can be done almost without emotion."
3. The value proposition: What seems to matter most for a company's
prospects these days isn't its size, or even its track record, but whether
right now it's on a path that's in synch with where its industry is headed.
"Does the company have a good strategy? Look at it, the niche it's after,
the market it's in, how competitive it is," advises Mr. Cox.
Answering this question is even more important during a downturn, Mr. Birol
says. "The thing that's most critical in a down economy is: Is the need
for what the prospective employer provides accepted and valued by its
customers?" he says. "The little guy who knows how to cable wireless
servers together is just as secure as anybody at the phone company. It's if you
do something well that counts."
Small companies that are trailblazers or innovators naturally are the most
desirable. "If a company is attempting to create the demand or define the
category, it's far less likely that the company's customers will make changes
during a downturn," Mr. Birol says. Customers "just move right into
risk-avoidance mode, and change becomes even less attractive to them."
On the other hand, "If you feel that the company's value proposition is
in any way vague, and they're still attempting to define it, that's a risky
enterprise to join regardless of the size of the company. And right now,
employers from Lucent" -- the huge telecommunications-equipment AT&T
spin-off, which has been making massive layoffs -- "to some local company
that thinks fruit omelets are a good idea are equally risky propositions."
4. The need for research: Professionals should adopt the advice given
by legendary investor Warren Buffett: Never invest in a business you don't
understand. The need to conduct "due diligence" research is
especially great when it comes to smaller concerns, which unlike large
corporations aren't already being watched intently by thousands of shareholders,
stock analysts, government regulators and others.
Natural places to start include the Internet and other repositories of
information. But it's not untoward for candidates also to try to talk directly
with people who deal with the prospective employer, including former and
current employees, and customers. "Go talk to their customers or who they
say their customers are," Mr. Birol urges. "The primary consideration
is evidence that customers are making purchases from this company. And if this
customer can't tell you what is the value of buying from the company you're
considering, if that's not clear -- run away."
Valeri Marks did "a phenomenal amount of due diligence" before
deciding in July to take a job as chairman and chief executive officer of
Sockeye Networks Inc., a Newton, Mass.-based firm that helps companies
efficiently route their Internet traffic. That's partly because, after 20 years
with Ameritech and its successor company, SBC Communications, she had left to
head a broadband-industry start-up in the summer of 2000 --and then the bottom
fell out of the broadband market last fall. By February, it was up to the
43-year-old Marks to shut the company down.
This time around, about Sockeye Networks, Ms. Marks found out, among other
things, that the company had $28 million in cash reserves. Cash is king as tech
companies continue to wait for consumer and business demand to surge as much as
expected. Ms. Marks also discovered that Sockeye had a partnership with Akamai
Technologies, a well-regarded tech firm. The information she garnered made it
easy for her to go with Sockeye rather than a large telecom company.
5. The entrepreneur: The smaller the company, typically the more
important the owner or entrepreneur should be to your calculations about
whether the employer will be a good fit for you. One aspect of this
consideration is the chance to have an impact on the owner and vice versa.
"Look at companies where the owner is someone you can rub elbows with
on a daily basis, so you don't have the separation of ownership and the person
who's really going to be making decisions about your livelihood," says Ray
Silverstein, president of the Presidents Resource Organization, a Chicago-based
concern that creates and facilitates advisory boards for small companies.
"You should be able to get very familiar with this person."
Just as important is what the owner's circumstances and attitude convey
about the future of the business. "A good way to tell if success is more
likely is to understand the owner's character, heritage, expertise and experience,"
Mr. Birol says. "Look for people who are confident and people who've had
some experience surviving relevant battles.
"For instance, if you're dealing with an owner whose business is
slowing down as a result of the downturn, if he's got 10 years of retained
earnings in hand and kids who are out of college, this owner may be more
interested in maximizing his reputation and standing with his peers at the
trade association than necessarily going to war to try to grow the business by
double digits. Because the pain isn't there."