10 Ways to Boost Employee Morale During M&A
- Brandon Chicotsky
- Nov 14, 2025
- 19 min read
Updated: Jan 6
Mergers and acquisitions (M&A) often create uncertainty for employees, especially in small to mid-sized companies where every team member plays a critical role. Poor communication, job insecurity, and cultural clashes can lead to high turnover - up to 33% in acquired companies and 12% in acquiring ones. To avoid disruptions and retain talent, here are 10 actionable strategies to support employees and maintain morale during M&A transitions:
Clear, Frequent Communication: Share updates early and often to address uncertainty and prevent rumors. Use multiple channels like email, town halls, and Q&A sessions.
Visible Leadership: Leaders should stay accessible, address concerns directly, and present a united front with the other company’s leadership.
Align Company Cultures: Assess differences, involve employees in integration planning, and combine the best practices from both organizations.
Employee Involvement: Create cross-functional teams and gather feedback through surveys or suggestion boxes to give employees a voice in the process.
Recognition Programs: Celebrate milestones and acknowledge efforts with public recognition, bonuses, or personalized gestures.
Career Development: Offer training, mentorship, and leadership programs to reassure employees about growth opportunities.
Support Services: Provide counseling, stress management workshops, and anonymous feedback channels to address emotional challenges.
Retention Incentives: Use retention bonuses, equity grants, or career advancement opportunities to encourage key employees to stay.
Feedback Systems: Continuously gather and act on employee feedback to refine strategies and address concerns.
Celebrate Milestones: Host team-building events and recognize small and large achievements to build unity and trust.
1. Clear and Regular Communication
During M&A transitions, poor communication can seriously impact employee morale. When workers are left in the dark, they often worry about job security and potential changes to the company culture.
The fix? Communicate early, often, and with transparency. Start sharing details as soon as the merger or acquisition is announced. Even if some information is uncertain, acknowledging that uncertainty builds trust and credibility. Research consistently shows that open communication is key to successful M&A integration and retaining employees[2][4]. Companies that keep employees informed tend to navigate these transitions more smoothly while maintaining higher morale compared to those that stay silent.
To ensure everyone stays in the loop, use multiple communication methods. Weekly updates or bi-weekly town halls can help prevent misinformation and keep employees engaged[2][4]. Mix it up with emails, face-to-face town halls, and Q&A sessions to reach everyone effectively.
What you say matters just as much as how often you say it. Explain the reasoning behind the merger, highlight the benefits for both companies, and be upfront about potential challenges. Directly addressing concerns and acknowledging that change can be difficult shows empathy and helps keep morale steady.
Two-way communication is just as important. Create opportunities for employees to share their thoughts and concerns through anonymous suggestion boxes, Q&A sessions, or regular surveys[3][4]. When employees see their feedback reflected in the integration process, it fosters trust and gives them a sense of involvement.
Don’t let rumors take root. In smaller organizations, misinformation can spread quickly and erode morale[6]. Combat this by promptly addressing false information with accurate updates.
For lower mid-market businesses, leadership visibility is especially critical. Employees in these companies often have closer relationships with executives, so having accessible and approachable leaders during the M&A process reassures staff that their voices are being heard[2][4][7].
Ultimately, employees would rather be overloaded with information than feel excluded from decisions that impact their careers and livelihoods[8][6]. Consistent and honest communication not only keeps everyone informed but also allows leadership to take a more engaged and visible role in steering the company through the merger.
2. Visible and Engaged Leadership
Strong, accessible leadership plays a critical role in maintaining morale during the often-turbulent period of M&A transitions. Being visible and genuinely involved with employees during this time can make a world of difference, as it helps to ease uncertainty and build trust.
Leaders who focus solely on boardroom strategies while neglecting direct interactions with their teams risk alienating employees. This can lead to the loss of key talent, which is already a major challenge during mergers and acquisitions.
It's also essential for leadership teams from both organizations to present a united front. When employees see leaders from both the acquiring and acquired companies collaborating effectively, it sends a clear message of stability and partnership. This reassures the workforce that the merger is a cooperative effort - not an antagonistic takeover - and helps reduce anxiety about the future[7]. A united leadership approach also lays the groundwork for consistent and effective communication, which is vital for building trust.
To keep employees informed and engaged, leaders should use a variety of communication channels. These might include monthly town halls, open Q&A sessions, and short video updates. These touchpoints ensure that employees feel connected and up-to-date throughout the transition[7].
A great example comes from Outform’s 2021 acquisition of Alrec. Leaders from both companies worked together to provide regular video updates, hosted open Q&A sessions, and collaborated closely during the integration process. Their hands-on approach not only kept morale high but also fostered teamwork and paved the way for a smooth transition, ultimately expanding market opportunities for the combined organization[7].
Approachability is another key aspect of effective leadership. This means maintaining an open-door policy, visiting newly acquired sites early in the process, and addressing employee concerns about job security and workplace culture directly and honestly[8].
Actions often speak louder than words. Leaders can reinforce their commitment to employees through tangible gestures, such as recognizing achievements, addressing compensation and benefits plans early, or even small tokens like branded merchandise. These actions show employees that they are valued and appreciated during the transition[2].
3. Company Culture Integration and Alignment
After establishing strong leadership, the next crucial step in any merger or acquisition is aligning company cultures. Cultural misalignment is one of the biggest reasons employees disengage during M&A transitions, often disrupting operations and jeopardizing long-term success. Without a thoughtful plan to merge cultures, the fallout can be severe, affecting both employee retention and overall business performance.
Companies with similar workplace cultures and employee morale tend to merge more smoothly, achieve better synergies, and complete deals faster [1]. This makes cultural alignment more than just a "nice-to-have" - it’s a critical factor that directly impacts financial outcomes.
Start by conducting a thorough cultural assessment. Use tools like surveys, interviews, and focus groups to pinpoint key differences and similarities in values, work styles, communication norms, management practices, HR policies, and even informal traditions. This evaluation serves as the groundwork for all integration efforts.
Form cross-functional teams from both organizations to spearhead cultural alignment. These teams act as cultural liaisons, helping bridge gaps and foster understanding between employees. By identifying potential friction points early, they can tackle issues before they grow into larger problems.
Rather than forcing one culture to dominate, aim to combine the best aspects of both into a unified set of values and norms. This approach honors the legacy of each company, ensuring employees from both sides feel respected and included. Leadership plays a critical role here, setting the tone for collaboration and open dialogue by modeling the desired behaviors.
Facilitate cultural exchange through workshops, team-building activities, and open forums. These sessions give employees a chance to understand each other’s work styles, share best practices, and voice any concerns about the integration process. Creating spaces where honest conversations can happen goes a long way in easing anxieties.
Keep employees involved throughout the process by seeking their feedback. Use surveys, suggestion boxes, and regular Q&A sessions to gather input, and - most importantly - act on it. When employees see their ideas being implemented, they’re more likely to embrace the changes.
Addressing equity in compensation and benefits is another critical step. Any disparities between the two organizations should be resolved early and communicated transparently to maintain trust and morale.
Celebrate milestones along the way to reinforce the new culture and keep spirits high. Whether it’s completing a joint project, hitting key integration goals, or marking important dates, these moments of recognition help build a sense of unity and shared purpose.
Cultural integration isn’t just about aligning values - it’s also about syncing up everyday processes and work habits [7]. Pay close attention to practical details like meeting formats, decision-making workflows, and communication preferences. These small but significant adjustments can have a big impact on employee satisfaction and productivity. With a solid cultural foundation in place, the next step is to actively involve employees in the broader integration planning process.
4. Employee Participation in Integration Planning
One of the most effective ways to boost morale during mergers and acquisitions (M&A) is to actively involve employees in the integration planning process. Giving them a voice not only helps smooth the transition but also fosters a sense of ownership and belonging.
Start by forming cross-functional teams that include staff from both organizations. These teams can tackle integration challenges, align workplace cultures, and refine processes. When employees see their ideas being implemented, it builds a sense of pride and commitment.
To keep this momentum going, establish diverse feedback channels to collect employee insights. Options like anonymous suggestion boxes, town hall meetings, digital surveys, and small group discussions can ensure everyone feels heard. However, it’s critical that these efforts go beyond just gathering input. Employees need to see tangible results from their feedback. When leadership acts on suggestions and clearly communicates how those ideas influenced decisions, it builds trust and shows employees that their voices matter.
It’s also important to address concerns directly. Employees may worry about job security, cultural shifts, or changes in reporting structures. Providing safe spaces for open dialogue - whether through anonymous feedback channels or group discussions - can help alleviate these fears. Promptly acknowledging and addressing concerns demonstrates empathy and builds confidence in the process.
Finally, give employees meaningful responsibilities. For those who are eager to contribute, assign specific roles, such as participating in culture committees or leading process improvement initiatives. These roles not only give employees a clear purpose but also reinforce their importance to the organization’s future.
Shifting employees from passive observers to active participants transforms uncertainty into engagement. Instead of feeling left in the dark about what lies ahead, they become integral to shaping the organization’s future. This proactive involvement can make all the difference between a successful integration and one plagued by low morale and high turnover.
5. Recognition and Rewards Programs
Mergers and acquisitions often bring a wave of uncertainty for employees, leaving many questioning their future and value within the organization. Recognition and rewards programs can play a crucial role in easing these concerns, helping to maintain morale and reduce the risk of turnover during these transitional periods.
Tailored recognition programs that actively involve employees can strengthen their commitment to the organization. Simple gestures like public acknowledgment - such as Employee of the Month awards, spot bonuses for integration efforts, or personalized thank-you notes from leadership - can go a long way. Celebrating milestones, like successful project completions or key integration achievements, also reinforces team unity and positive behaviors. These celebrations don’t need to be extravagant; a team lunch or a shout-out during a company meeting can be just as meaningful as monetary rewards.
The most effective rewards programs are those that align with the specific challenges of integration. Instead of generic performance awards, focus on recognizing employees who tackle unique M&A hurdles - like bridging cultural differences, mentoring colleagues from the other organization, or adapting to new systems. This targeted recognition shows that leadership truly values the extra effort employees put in during such a challenging time.
Sometimes, non-monetary rewards, like extra paid time off or flexible work arrangements, can have a bigger impact than cash bonuses. These options show a deeper appreciation for employees’ work-life balance and demonstrate trust in their dedication.
For smaller, tight-knit companies, a personal touch can make all the difference. A handwritten note from the CEO or a one-on-one meeting to express gratitude can create stronger emotional connections than more formal programs might in a larger organization.
It’s also important to ask employees how they prefer to be recognized. What motivates one team might not resonate with another, and seeking their input not only helps design better programs but also shows employees that their voices matter.
Ultimately, the goal is more than just handing out rewards - it's about creating a workplace culture where employees feel valued, appreciated, and secure about their role in the future of the newly combined organization.
6. Career Development and Training Opportunities
Mergers and acquisitions (M&A) often leave employees questioning their future - will their skills still be relevant? Will there be room for growth in the new organization? Focusing on career development during this period signals a clear commitment to employees’ success, aligning their personal growth with the evolving goals of the merged company.
Building on leadership and recognition efforts, career development programs help stabilize the workforce during M&A. Studies highlight that disengaged employees during these transitions are more likely to leave, while organizations that invest in employee development see smoother integrations and stronger results[1][3].
Upskilling and reskilling initiatives are particularly vital, helping employees adapt to new systems, processes, and technologies. Cross-training programs are especially effective, as they let employees from both companies share knowledge, adopt best practices, and foster collaboration between teams.
Leadership development programs also play a key role. Promoting from within and preparing high-potential employees for expanded roles shows that career opportunities remain alive and well in the merged organization. These programs also help identify future leaders who can navigate and unite the distinct cultures of the two companies.
Mentorship programs bring another layer of value. Pairing employees from different sides of the merger encourages knowledge sharing and builds personal connections across the organization. When combined with focused training, these efforts help create a more adaptable and unified workforce.
For employees already navigating the demands of an M&A transition, self-paced courses and short training sessions offer a practical solution. Micro-learning modules and lunch-and-learn sessions allow employees to build skills without adding undue stress, keeping development on track.
Engaging employees in shaping their own development plans is another effective strategy. When people have a say in their learning paths, they’re more likely to stay engaged and apply those new skills. Regular conversations about career goals reinforce the company’s commitment to their growth.
Finally, clear communication about available resources is crucial. In the chaos of change, it’s easy for information to get lost. Consistent updates through multiple channels ensure employees know what opportunities exist and how to access them.
7. Employee Support Services
Supporting employee well-being is just as important as clear communication and active participation during a merger. Mergers and acquisitions don’t just impact employees professionally - they can take a significant emotional toll as well. While career development programs focus on skill-building and growth, employee support services address the emotional and psychological challenges that come with such major organizational changes. These services act as a safety net during what is often one of the most stressful periods in an employee’s career. This emphasis on emotional well-being ties directly to the broader integration efforts discussed earlier.
The potential for talent loss during M&A transitions makes it critical to offer comprehensive support services. These programs help maintain morale and stability within the workforce.
Employee Assistance Programs (EAPs) are a key resource, offering confidential counseling to help employees navigate job insecurity, cultural adjustments, and the overall stress of change.
Stress management workshops are another effective tool, equipping employees with practical techniques to handle the uncertainties of a merger. When these sessions are tailored to specific challenges - like adapting to new reporting structures, managing uncertainty, and balancing work and personal life - they can make a real difference.
To ensure accessibility, companies can partner with third-party providers and clearly communicate privacy policies. Employees need to feel confident that seeking help won’t jeopardize their job security or career progression during this uncertain time.
Anonymous feedback channels, such as digital suggestion boxes or confidential hotlines, provide employees with a safe way to voice concerns. These tools allow leadership to identify and address potential issues early, before they escalate[3].
For remote and hybrid teams, virtual counseling and online stress management tools ensure that support is equally available to all employees, regardless of location.
Managers and HR teams play a crucial role in this process. By openly communicating the resources available and recognizing signs of stress, they can encourage employees to take advantage of these services[4][2].
Comprehensive support services not only improve employee retention but also help accelerate integration and foster greater engagement. These efforts work in tandem with other strategies to ensure both workforce stability and operational success[1][3].
8. Retention Strategies and Incentives
Retention strategies and incentives are crucial for minimizing the risk of losing top talent during mergers and acquisitions (M&A). Without a solid plan, the departure of key employees can disrupt operations and jeopardize the success of the newly merged organization. These strategies work hand-in-hand with ongoing communication, leadership involvement, and efforts to create a cohesive workplace during the transition.
When essential employees leave, companies lose more than just manpower - they lose institutional knowledge, client connections, and operational expertise. These are assets that drive the success of the new entity. While emotional support is important, practical incentives are often what keep employees committed through uncertain times.
Financial incentives like retention bonuses, equity grants, and salary adjustments are particularly effective. Retention bonuses provide a clear reason for employees to stay during the transition. Typically, these bonuses are tied to specific milestones, such as staying for six months after the merger or completing key integration projects. This ensures employees contribute meaningfully to the merger's success[2].
Equity grants are another powerful tool, especially for senior employees. By offering stock options or equity stakes in the new organization, companies align employee interests with the long-term goals of the business. This not only reduces the risk of losing key personnel but also turns them into invested stakeholders who are motivated to see the merger succeed.
Research has consistently shown that companies with strong morale and effective retention strategies experience smoother transitions and better overall performance during M&A[1].
Non-financial incentives also play a vital role. Recognition programs, such as Employee of the Month awards or spot bonuses, can boost morale and show employees that their contributions are valued. Career development opportunities - like training programs, expanded roles, or mentorship initiatives - help employees view the merger as a chance to grow rather than a threat to their job security. Combining financial and non-financial incentives creates a balanced approach that fosters engagement and loyalty.
Clear communication about retention plans is equally important. Employees need to understand eligibility criteria, timelines, and the specifics of any incentives being offered. Delaying these conversations can lead to uncertainty, forcing companies to scramble with counteroffers after employees have already decided to leave.
For organizations navigating M&A transitions, partnering with experienced advisors like God Bless Retirement can make a significant difference. Advisors ensure retention strategies are well-planned and executed effectively. By addressing these concerns early, companies can maintain operational continuity, achieve smoother integrations, and set the stage for a successful merger.
9. Feedback Systems and Continuous Improvement
Feedback systems are essential for understanding employee concerns and refining morale-boosting strategies during the M&A process. These systems build on clear communication and employee involvement, offering leadership a way to address potential issues before they grow into larger problems.
Anonymous feedback channels play a crucial role during mergers, as they encourage employees to share their thoughts on sensitive matters without fear of retaliation. Tools like digital suggestion boxes, confidential surveys, and anonymous Q&A platforms allow employees to provide honest input, especially during times of uncertainty.
To make feedback effective, it's important to offer multiple, accessible methods. Regular surveys, focused group discussions, and town halls are all valuable tools for gathering diverse perspectives. This variety helps organizations respond quickly to specific concerns while also capturing a broad view of employee sentiment.
However, collecting feedback is just the first step. What truly matters is how leadership acts on it. Promptly addressing concerns and openly communicating the steps being taken shows employees that their input is valued. This transparency not only encourages continued participation but also demonstrates a commitment to improving the workplace.
Tracking metrics like engagement scores, participation rates, turnover statistics, and the implementation of employee suggestions can help measure the effectiveness of feedback systems. The stakes are high - studies reveal that up to 33% of employees from an acquired company may leave after a merger if morale isn't managed properly. Additionally, 12% of employees from the acquiring company may also resign in the aftermath[3]. These insights not only highlight areas for improvement but also guide tailored strategies for different employee groups.
It's equally important to customize feedback methods to suit diverse needs. For instance, frontline employees might prefer anonymous surveys, while managers may benefit more from direct discussions. Departments, locations, and seniority levels often require unique approaches to ensure all voices are heard and feedback remains relevant to their specific experiences[2][3].
Continuous improvement relies on regularly reassessing and adapting based on employee feedback. This isn't a one-time initiative but an ongoing effort that evolves as integration progresses. Organizations must stay committed to refining their strategies to meet changing needs and tackle new challenges as they arise during the integration process.
10. Celebrating Milestones and Building Team Spirit
Celebrating milestones and fostering team spirit play a crucial role in boosting morale and creating strong connections among employees during mergers and acquisitions (M&A). These efforts complement earlier strategies like clear communication, leadership involvement, and employee support, ultimately driving smoother integration.
Recognizing key integration milestones - such as system rollouts, meeting synergy goals, or merging departments - helps highlight progress and ease uncertainties. For instance, during Cisco's 2021 acquisition of Acacia Communications, the company embraced regular milestone celebrations and team-building workshops. Cisco's HR team noted a 25% rise in employee satisfaction and a smoother integration process, with 90% of Acacia employees retained after one year [1].
Team-building activities provide an excellent way for employees from both companies to connect and establish trust. Whether through cross-functional workshops, collaborative problem-solving sessions, or informal social events, these activities help dismantle the "us versus them" mindset that often accompanies mergers. This approach transforms the transition into a collaborative partnership rather than a one-sided takeover, enhancing the structured integration and retention strategies already in place.
The Disney and 21st Century Fox merger in 2022 is another example of how celebrating milestones can positively impact retention. Disney hosted integration events such as leadership Q&A sessions and recognition ceremonies for key project teams. These efforts led to an 18% drop in voluntary turnover during the first year and a 12-point increase in employee engagement scores [5].
Leadership involvement amplifies the impact of these celebrations. When executives show up for events, present awards, or actively participate in team-building activities, it sends a strong message about their commitment to employee well-being and the evolving company culture.
Companies should celebrate both major achievements - like finalizing deals, completing significant integration phases, or hitting synergy targets - and smaller victories, such as completing training programs or merging specific departments. Simple recognition programs, like Employee of the Month awards, spot bonuses, or personalized thank-you notes, can go a long way in boosting morale during challenging times [5].
Inclusive planning ensures these celebrations resonate with everyone. Involving representatives from both organizations in planning, seeking feedback, and incorporating elements from each company’s culture fosters a sense of belonging. Rotating event locations and mixing teams from different groups further promote unity and integration [4][5].
Research backs this up, showing that companies with aligned employee morale experience better post-merger outcomes, including faster deal completion and higher synergy achievement [1]. Celebrations like these are not just morale boosters - they’re essential for retention [3].
To gauge the effectiveness of these efforts, companies should measure outcomes through engagement surveys, retention rates, participation levels, and direct feedback. These metrics ensure celebrations are making a meaningful impact.
How God Bless Retirement Can Help
God Bless Retirement takes a tailored approach to supporting smaller businesses during mergers and acquisitions (M&A), focusing on the unique challenges faced by companies with under $25 million EBITA. With a family-led perspective, they aim to protect employee morale and ensure smooth transitions.
One of their key strategies is a confidentiality-first approach. By keeping the valuation and due diligence processes discreet, they help prevent workplace rumors and reduce anxiety among employees. This controlled flow of information allows business owners to communicate changes transparently while addressing employee concerns thoughtfully.
God Bless Retirement also brings together a network of professionals - CPAs, financial planners, executive coaches, and private equity experts - to collaborate with leadership and HR teams. This partnership helps craft clear communication plans and develop customized retention and development programs. Regular town hall meetings and Q&A sessions ensure employees stay informed and feel supported, reinforcing trust and engagement throughout the transition.
Another area where they excel is cultural integration. Merging two distinct workplace environments can be tricky, but their team assesses compatibility and organizes team-building activities to create unity. For instance, when working with a family-owned manufacturing business, their cultural integration efforts significantly reduced employee turnover and increased productivity.
Data is another cornerstone of their approach. God Bless Retirement helps business owners track vital metrics like employee retention, engagement survey results, and productivity levels. This focus on measurable outcomes ensures that morale-boosting initiatives have a tangible impact, making post-merger integration smoother and operations more efficient.
For small and mid-sized American businesses navigating M&A, God Bless Retirement provides strategic guidance rooted in an understanding of U.S. labor laws, compensation trends, and the importance of maintaining a close-knit workplace culture. Their hands-on support and practical solutions ensure that employee morale remains a priority, leading to better outcomes for everyone involved.
Conclusion
Successfully navigating M&A integration requires careful planning and steady follow-through. The ten strategies outlined earlier create an environment where employees feel appreciated, informed, and supported during times of significant change.
Strong leadership and clear communication are particularly crucial. When employees are kept in the loop and see their leaders actively involved, uncertainty decreases, and trust grows. Studies indicate that companies with stable employee morale are more likely to complete mergers efficiently and achieve stronger post-merger performance outcomes [1].
The risk of high turnover highlights the importance of taking proactive steps to retain talent and ensure operational stability. Fostering a cohesive workplace culture and engaging employees can help them view the merger as an opportunity rather than a disruption. Pairing this with recognition programs, career development initiatives, and comprehensive support services creates a positive ripple effect. Regular feedback mechanisms allow for timely adjustments to strategies as needed.
Ultimately, maintaining morale is key to building a unified organization that thrives long-term. Companies that commit to these strategies not only retain their workforce but also unlock greater operational efficiencies and smoother integration. By consistently applying these practices and tracking their impact through retention metrics and employee feedback, the M&A process can shift from being a potential challenge to a driver of growth and engagement.
Prioritizing employee support today lays the foundation for loyalty, productivity, and sustained success.
FAQs
How can companies communicate transparently during an M&A to avoid employee confusion or misinformation?
Clear and open communication plays a crucial role during a merger or acquisition, as it helps maintain trust and avoids confusion. Begin by delivering accurate and timely updates to employees. Make sure to address upcoming changes and their potential effects. Regular updates through meetings, emails, or Q&A sessions can go a long way in quelling rumors and providing clarity.
It’s equally important to foster two-way communication. Give employees opportunities to voice their questions or concerns through tools like anonymous surveys, dedicated email addresses, or open forums. When employees feel listened to and well-informed, they’re more likely to remain engaged and focused throughout the transition.
Why is cultural integration important in mergers and acquisitions, and how can companies successfully bring together different workplace cultures?
Cultural integration plays a critical role in ensuring the success of mergers and acquisitions, as it directly influences employee morale, collaboration, and overall productivity. When workplace cultures don’t align, the result can often be misunderstandings, lower engagement, and even increased employee turnover.
To bring different workplace cultures together, companies should focus on open communication, transparency, and strong employee support systems. This means clearly defining shared values, addressing concerns as they arise, and creating meaningful opportunities for team-building between the two organizations. By promoting mutual respect and understanding, businesses can establish a cohesive culture that lays the groundwork for long-term success.
What are some effective strategies to retain key employees during a merger or acquisition?
Retaining essential employees during a merger or acquisition is critical to maintaining stability and ensuring the transition goes as smoothly as possible. To achieve this, prioritize clear and consistent communication. Keep employees informed about changes, address their concerns with honesty, and reassure them about their roles and future within the organization.
Offering retention bonuses or other financial incentives can be an effective way to encourage key team members to stay during this period of uncertainty. Beyond financial measures, involve employees in the transition by seeking their input and acknowledging their contributions. Showing genuine appreciation and building trust can help create a sense of security and loyalty, which is invaluable during such a pivotal time.
