Twitter Layoffs: Where Are They Now? A Workforce Analysis

Twitter Layoffs [2024 Update]

Key Takeaways from the Workforce Reduction

• Massive Restructuring: Elon Musk's $44 billion acquisition of Twitter led to layoffs of nearly 80% of its workforce, completely redefining the company's structure, operations, and mission.

• Redistribution of Talent: Former Twitter employees have transitioned to leading tech companies like TikTok, Reddit, and Google, with many moving into senior and executive roles.

• Industry Ripple Effects: Musk's drastic cost-cutting set a precedent for widespread layoffs across the tech industry, reshaping talent dynamics and organizational strategies.

• Mixed Platform Performance: X (formerly Twitter) reports growth metrics, but independent studies show contrasting metrics in user engagement and traffic since the rebranding.

• Applying Organizational Philosophy: Musk is now set to apply his organizational reforms to government, through his involvement in DOGE and the Trump administration. 
  
  

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Elon Musk's takeover of  San Francisco-based Twitter significantly transformed the social media platform. Musk's acquisition, valued at $44 billion, led to a series of drastic measures to restructure the company, starting in November 2022. This included laying off more than 6,000 employees—a reduction of nearly 80% of Twitter's workforce.

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Fast-forward to August 2024. The dust of the mass layoff has mostly settled, and many who once worked at Twitter have found new opportunities. Where exactly have they gone, and what roles have they taken on? In short, let's see where they are now, but without the 64-page clickbait slideshows of those "Where are they now—child stars of the 80s" listicles.

We'll explore where these former Twitter employees have landed post-layoffs, drawing on data from the Aura workforce analytics platform. But first, some context.

Why Did Elon Musk Lay Off 80% of Twitter Employees?

After Elon Musk acquired Twitter, he set to work on significant reforms. Musk’s vision for Twitter, now rebranded as X, required significant cost-cutting measures due to a reported $3 billion negative cash flow "situation" at the time of his takeover. The layoffs were swift and extensive, with Musk reducing the workforce from around 8,000 employees to approximately 1,500 by April 2023. This move was met with widespread criticism, with many raising concerns about the future of the platform and the fates of the thousands of employees who were suddenly out of work.

Musk justified the layoffs by arguing that many roles at Twitter were redundant, with “a lot of people doing things that didn’t seem to have a lot of value.” He emphasized a culture of long hours and exceptional performance, highlighting the high-intensity work environment he envisioned for the company.

In a recent tweet, Musk reflected on his approach, stating, "Sometimes I wonder if I’m too defiant." This tweet encapsulates Musk's self-awareness of his controversial leadership style, which has defined much of his tenure at Twitter. This tenure has included operational changes and an overall shift in vision toward absolutist free speech and against what he calls the woke mind virus.

Describing the time before his acquisition, Musk pointed out the presence of "one person with an accelerator and nine with a set of brakes" to illustrate the imbalance in productivity and effectiveness among Twitter teams. Following news of the layoffs, Musk emphasized the need for employees to work long hours at high intensity, enforcing a demanding work environment. Many pushed back.

However, despite the backlash, Musk pushed forward, claiming that the layoffs were necessary to save the company from financial ruin. Fast forward to 2024, and Musk promises to bring this same draconian cuts to government bureaucracy. 

Impact of Twitter Layoffs on Platform Performance and Engagement

In the early stages of Elon Musk's takeover and rebranding of Twitter to X, there has been considerable debate regarding the impact of the layoffs on the platform's overall business performance, particularly in terms of user traffic and engagement. A study conducted by Edison Research suggests that X experienced a 30% drop in usage from 2023 to 2024, highlighting a significant decline in user engagement since the rebranding. The study found that only 19% of the U.S. population reported using the platform in 2024, down from 27% in the previous two years. 

Contrary to these findings, X's CEO Linda Yaccarino and Elon Musk have consistently presented a more optimistic view. Speaking at a Senate Judiciary Committee hearing, Yaccarino claimed that the platform still boasted 90 million U.S. users, with a substantial portion of active daily and monthly users, and cited 10 million users signing up in December 2023. Musk has also shared extremely favorable traffic data and data about a reduction in bot accounts, although the sources of some of these metrics remain unclear.

X has attempted to retain and attract users through new features, including revenue-sharing payouts for creators, which last year quickly rose to over $20 million. Despite these efforts, the discrepancy between the independent study's findings and the platform's reported metrics has fueled ongoing debate about the actual state and long-term viability of X's user base.

Where Are Twitter Employees Now After the Layoffs?

The Aura workforce analytics platform offers insights into where these former Twitter employees have landed. Here's a breakdown of their new job destinations and roles by top companies, geographic locations, and positions.

Aura workforce data is drawn from millions of publicly sourced data points but may still contain inaccuracies. Aura did not contact the companies to verify employment, and job data should be used for general information and illustrative purposes only.

Which Companies Hired Ex-Twitter Employees?

Many former Twitter employees found new roles in other leading tech companies and social media company competitors. Here's a look at the top destinations:

• TikTok: 16% of the ex-employees joined TikTok, indicating a strong demand for their expertise in a company that continues to grow its social media influence.

• Reddit, Inc.: 13% transitioned to Reddit, which recently went public and has expanded its workforce as it seeks to innovate and grow its platform.

• Google: 12% found new roles at Google, a company known for absorbing talent from other tech giants.

• Meta: 11% joined Meta, which recently launched Threads, in what can be seen as a direct competitor to Twitter (X), contributing to the company's efforts in the evolving social media landscape.

• Spotify: 10% made their way to Spotify, a move that aligns with the company's push into AI and podcasting. As Spotify expands its offerings beyond music streaming, it's been seeking top talent to support its growth in these areas.
  
  

• Snap Inc.: 9% made their way to Snap Inc., which continues attracting talent despite its challenges and efforts to differentiate itself from other social media companies.

Other notable destinations for ex-Twitter staff include Pinterest (9%), Uber (7%), Netflix (7%), and Apple (6%​).

Where in the world are Twitter employees now?

Geographic Distribution of Ex-Twitter Employees

• North America: Most laid-off employees (74%) are still based in North America, reflecting Twitter's strong presence in the U.S. and Canada.

• Europe: 14% of ex-employees are located throughout Europe and Africa.

• Asia: 11% of the laid-off workforce work in Asia currently.

Elon Musk also repositioned the Twitter headquarters from its corporate home in San Francisco to Bastrop, TX.

What Jobs Do Former Twitter Employees Hold Now?

After the Twitter layoffs, many former employees transitioned into roles that leveraged their software engineering, machine learning, and client management expertise, with roles like Senior Software Engineer and Senior Account Manager being very common. Interestingly, we saw more people transitioning to Director/VP and even C-Suite roles, reflecting a greater percentage than at Twitter, underscoring the high caliber of talent released during the restructuring.

How Twitter Layoffs Influenced Tech Industry Workforce Trends

The mass layoffs at Twitter, led by Elon Musk, are a defining moment in the history of Silicon Valley companies. These job cuts weren't just a "normal, but significant" reduction but a strategic move to cut costs and reorganize the entire company.

However, according to our workforce data, many former Twitter staff members, including those in critical roles, did seem to find new solid opportunities at other top tech companies, where their skills and experience are highly valued.

Musk said that the layoffs were necessary to ensure the platform's survival and may have even set a precedent for other companies to downsize in pursuit of efficiency, becoming an early example of the large rounds of job cuts seen across the industry since then.

"Within weeks, other Silicon Valley giants, from Meta to Google, Microsoft, and Amazon, combined  slashed scores of jobs — 165,269 in 2022, 263,180 in 2023, and 96,551 in 2024 (so far), according to data on layoffs. The bulk of the chop-offs has been “middle managers” or, in Mark Zuckerberg's words, “managers managing managers, managing managers, managing managers, managing people who are doing the work."

In the wake of these tech layoffs, the tech industry has witnessed a shift in talent dynamics.  The process has certainly been challenging for the thousands who were laid off. Multiple rounds of layoffs have left many workers reeling. Under Musk's leadership, the Twitter, or now X, platform has continued to evolve with a much leaner staff.

Lessons for Tech Companies Post-Twitter Layoffs

The aftermath of the Twitter layoffs has left an indelible mark on the tech industry. While Musk's drastic measures may have saved the company from its financial woes, they have also redistributed a wealth of talent across other tech companies. Companies and platforms like TikTok, Reddit, and Google have benefited significantly from acquiring experienced professionals who bring valuable insights and skills from their time at Twitter.

As the tech industry continues to evolve, the impact of these layoffs will be felt for years to come, both at Twitter and across the broader tech ecosystem. At Aura, we will continue to report on the job market and develop job market trends, such as our recent reports on the overall hiring climate and developments in AI job trends.

What the Twitter Layoffs Mean for Tech Talent and Beyond

The story of Twitter's $44 billion acquisition and subsequent layoffs is a testament to the resilience and adaptability of tech professionals. While the layoffs were undoubtedly painful, they have also led to new beginnings, jobs, and exciting opportunities for many. As Twitter continues to rebuild under Musk's leadership, the exodus of talent undoubtedly strengthens other companies, fostering innovation and heightened competition in the industry.

However, the aftermath of the layoffs continues to unfold, not just in the shifting dynamics of the tech workforce but also in the courts. In July 2024, Elon Musk won a significant lawsuit brought by former Twitter employee Courtney McMillian, who claimed that 6,000 fired Twitter staff were owed over $500 million in severance pay. The judge ruled that Musk's cash-only severance plan was legally sound, dismissing the claims made under the Employee Retirement Income Security Act (ERISA). While this ruling represents a victory for Musk, other lawsuits related to the Twitter layoffs are still pending, indicating that the legal battles are far from over.

The lesson for companies looking to hire top-tier tech talent is clear: layoffs at one company can create opportunities for others. As the dust continues to settle, former Twitter employees are finding their place in the new tech landscape and contributing to the industry's ongoing transformation.

Recently, Elon Musk stepped into the limelight again through his recent political work on Donald Trump's campaign. Interestingly, his planned participation in the administration includes the new DOGE initiative, which promises to apply Musk's radical organizational techniques that he used at Twitter to government agencies.

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