Can your strong performance at work and consistent results guarantee job protection for you and save you from the risk of layoffs in today’s job market? Unfortunately NOT! 

Having spent more than 35 years as a senior HR executive leading recruiting and HR functions for global companies, I’ve watched countless professionals get impacted by workforce reductions. Some lose their positions despite excellent track records, while others remain standing. 

The critical difference? The survivors typically have sponsors—powerful advocates in leadership positions who speak up for them when decisions are being made.

In this article, I will share with you everything you need to understand about who a sponsor is, how to find and nurture them, and turn them into your biggest advocates when the time comes for companies to make those decisions.

Table of Contents:

What Are Sponsors, and Why Are They Critical for Job Security in 2025?

Why Align with Multiple Sponsors?

Why Should Your Sponsor Relationship Be a Two-Way Street?

How Do You Identify the Right Sponsors to Protect Your Career?

How Do You Reach Out to Sponsors for the First Time and Stay Visible?

How Can You Build Authentic Relationships with Sponsors?

How Do You Maintain and Expand Your Sponsor Network?

How Can You Leverage Sponsors When Layoffs Are On The Horizon?

What Are Common Mistakes to Avoid When Building Sponsor Relationships?

How Can You Start Building Your Sponsor Network Today?

Why Trust My Advice?

What Are Sponsors, and Why Are They Critical for Job Security in 2025?

First, let us understand  – “What exactly is a sponsor, and how are they different from mentors?” 

Unlike mentors who primarily offer career advice and are most often than not are from the same or related disciplines as yours, sponsors are senior executives who can use their influence to promote your work, highlight your contributions, and influence decisions about your role.

As you can imagine, the senior executives are typically involved in decision-making related to downsizing initiatives when organizations are planning to reduce headcount to cut costs or shift strategies. During these times, talent discussions happen in these meetings, and sponsors may have a big say in whether you should stay employed or be part of the layoff list.

Why Align with Multiple Sponsors?

Depending on a single sponsor is like investing everything in one stock. If they leave, lose influence, or change priorities, you’re exposed. Here’s why having a backup strategy and multiple sponsors can provide you with better protection:

• Diverse Advocacy: Each sponsor brings a unique perspective and influence across different areas, expanding your visibility
• Risk Mitigation: If one sponsor leaves or faces challenges, others remain to champion your value
• Broader Impact: More sponsors mean more voices in crucial meetings, making you harder to be overlooked during layoff decisions

I once worked with Mark, a mid-level engineer at a tech company. He had one sponsor – a director who valued his contributions. When that director was reassigned, Mark’s visibility plummeted, and he barely survived a round of cuts. After implementing my strategies, he developed relationships with three sponsors across engineering and product teams. When the next reduction came, all three advocated for him, and his position remained secure. That’s the real power of a sponsor network.

Why Should Your Sponsor Relationship Be a Two-Way Street?

Before I share with you different ways to find sponsors, I wanted to make something clear. Sponsorship is not all about you getting a boost, like a one-way favor, and must be a mutually beneficial relationship. 

A balanced relationship means you need to invest in your sponsors’ success, too. They’re juggling big goals—responsible for delivering timely results or impressing the C-level or board. When you help them win, they’re eager to champion you. It’s a partnership, not a handout.

Take my client Tara, a project manager. She wanted her VP’s support during layoffs. Instead of just touting her skills, she streamlined his reporting process, saving him hours weekly. The VP called her a “linchpin” and fought to keep her during cuts. By supporting his goals, Tara built a win-win bond.

Here’s the deal:

• You Give: Share insights, tackle tasks, or offer resources.
• They give: Advocate for you or open doors.
• The Result: A trusting, sustainable relationship.

Keep this in mind: every step in this guide should add value to your sponsors’ world. That’s how you build a network that lasts.

How Do You Identify the Right Sponsors to Protect Your Career?

Finding the right sponsors isn’t about blindly networking or requesting favors from random senior executives —it’s about you strategizing to figure out who might be the best executives to build a relationship with. You need leaders who can open doors, speak in your favor but also whose objectives align with yours. Here’s what you can look for:

• Influence: Do they have decision-making authority, as executives or department heads?
• Alignment: Do their vision and values complement your career goals?
• Track Record: Have they demonstrated support for talent development, not just self-promotion?

Where to Find Potential Sponsors

Usually, it is hard for someone to get exposed to senior leadership of the company outside of their function and immediate area of operation. You therefore have to make an extra effort to get on their radar.

 Here are practical approaches to finding them, based on my experience:

1. Cross-Functional Meetings: Volunteer for company initiatives, projects, task forces, inclusion networks, etc. These provide excellent opportunities to meet leaders outside your department. For example, I advised Priya to join a diversity initiative at her company. She connected with the Chief People Officer, who later became her sponsor after witnessing her leadership abilities.
2. LinkedIn Networking: Comment thoughtfully on senior leaders’ posts and use them to build rapport.
3. Internal Introductions: Request your manager or colleagues to suggest names of and connect you with influential leaders within your company. Frame it as: “I’m interested in learning more about [XXX]. Which executive would be the best person for me to connect with? Could you please introduce me to them?”
4. Industry Events: Participate in events, conferences, or webinars where your company leaders are speaking. Follow up with a personalized message: “Your talk on [topic] was inspiring. Can I share my thoughts?”

Insider Tip: The “Hidden Sponsor” Strategy

Here’s a strategy most people overlook: focus on emerging leaders, not just established ones. Rising stars—directors approaching VP roles—often possess fresh influence and are eager to build loyal networks, and may appreciate you reaching out. I guided Josh to connect with a newly promoted director in his company’s analytics division. That director, appreciative of Josh’s support on a critical project, became his strongest advocate during a merger.

How Do You Reach Out to Sponsors for the First Time and Stay Visible?

Once you have identified the sponsors, how do you reach out? If you are meeting them at an event, it is easy. Just walk up to them and introduce yourself. If not, you may need to send them an email.  Regardless, here’s how to make that first move and keep the connection alive.

Step 1: Keep First Contact Low Key

Your initial outreach should be short, value-driven, and tied to their goals. Avoid flattery like, “I admire your work.” Instead, reference something specific. Here’s a formula that works well:

• Mention Their Work: Shows you’ve done your homework.
• Offer Value: Share an idea or ask a thoughtful question.
• Keep It Short: Aim for 3-4 sentences.

Example Email (adapt for LinkedIn or in-person):
“Hi [XXX], I loved your recent talk on [project/goal] at the town hall—it really clarified our team’s direction. I’ve been working on [related task, e.g., a process to boost efficiency], and I’d value your input and guidance on it. Will it be possible for you to give me some time next week for a quick meeting? I can work with your admin for a date and time that suits you.”

This approach worked for my client, Elena, who emailed a VP about her data visualization project. The VP replied, impressed by her initiative, and they met, sparking a sponsor relationship.

Step 2: Nail the First Meeting

If they agree to meet, keep it focused:

• Go with a Plan and agenda: Start by asking them about the quarterly and annual strategic plans of their divisions or departments
• Share a Win: Highlight one or some of your recent work achievements, like, “I reduced project turnaround by 10% last quarter.”
• Ask a Strategic Question: Try, “Is there any challenge your team’s facing that I could support?”
• End with a Next Step: Suggest, “I’d love to catch up with you again in a few weeks if that is fine with you.”

Step 3: Build a Cadence for Visibility

Staying visible without being a pest is an art. Here’s a cadence that may feel comfortable to the executive:

• Every 6-8 Weeks: Send a brief update email, like, “Just wrapped [project] with a 15% cost saving—thought you’d find it interesting.”
• Quarterly Check-Ins: Request a 15-minute coffee chat to discuss their priorities and your contributions.
• Quick Touches: Comment on their LinkedIn posts or congratulate them on milestones (e.g., “Saw your team’s award—well deserved!”).

Insider Tip: The “Value Nugget”

Send something of value to them —a short, useful resource tied to their goals. For example, my client Sam sent his sponsor a link to a relevant industry article with a note: “This reminded me of your focus on [goal]. Thought it might spark ideas.” The sponsor appreciated the gesture, and it kept Sam top of mind.

Pitfall to Avoid: The “Needy” Trap

Never ask for favors like, “Can you recommend me to my boss for a promotion?” Build trust first by proving your worth. I once coached a client, Mike, who had asked a sponsor for a role too early, resulting in the sponsor pulling back, feeling used. We pivoted to value-driven outreach, and Mike later won her support.

How Can You Build Authentic Relationships with Sponsors?

We covered earlier about how the sponsor relationship needs to be a two-way street that is mutually beneficial and what that means in real life. Here are details of what to do to build that genuine relationship:

1. Showcase Your Value

Get noticed by delivering results they care about. Volunteer for high-visibility projects, such as leading a product launch or improving a process. For instance, Kendra, a marketing analyst I coached, noticed her VP was spearheading a new product initiative. She offered to analyze customer data, presenting her findings directly to the VP. That single action made her indispensable in the VP’s assessment, and he became her sponsor during a reorganization.

2. Offer Support in Solving Their Problems

Sponsors have extremely busy schedules. You can help them succeed by solving their challenges. Share insights, handle tasks, or provide useful resources. I once advised Lisa to share a competitor analysis with her company’s CFO, who was preparing for a board presentation. The CFO was so impressed that he began advocating for her in leadership discussions.

3. Stay Neutral

Organizations can have a lot of internal politics going on at all times. Avoid aligning with factions or engaging in gossip, as this undermines trust. Your goal should be to get recognized as a team player focused on results so that sponsors can trust you.

Insider Tip: Host a “Lunch and Learn”

Here’s a creative approach I recommend: organize a “lunch and learn” session. Invite a potential sponsor to share their expertise with your team, positioning yourself as the facilitator. This creates a natural opportunity to connect, showcase their leadership, and build rapport. I coached Jen to try this with her company’s CFO. The CFO appreciated the invitation, and their subsequent conversations developed into a sponsor relationship that protected Jen’s position during downsizing.

How Do You Maintain and Expand Your Sponsor Network?

Establishing sponsor relationships is just the beginning—you must nurture and develop them. Think of it as gardening: consistent attention ensures growth. Here’s how:

1. Stay in Regular Touch

Don’t wait for problems to reach out. Schedule brief check-ins every 6-8 weeks, such as a quick coffee conversation or email update. Share recent accomplishments: “I just completed a project that reduced costs by 10%—thought you’d find this relevant.” This keeps you in their thoughts without being intrusive.

2. Express Gratitude

Thank sponsors for their support, whether through recognition in meetings or for advice they’ve provided. A handwritten note or sincere email like, “Your feedback on my presentation was invaluable—thank you,” strengthens connections.

3. Keep Expanding Your Network

Continuously seek new sponsors. Participate in new projects, join employee resource groups, or engage in corporate social responsibility initiatives. Sponsors in these programs often exert considerable influence.

Challenges to Avoid

• Conflicting Priorities: Clarify sponsors’ goals early to avoid clashing agendas.
• Over-Reliance: Sponsors amplify your value, but your performance must remain solid. Don’t expect them to “rescue” you if your work quality declines.
• Neglecting Relationships: Life gets busy, but abandoning sponsors weakens trust. Even a quick LinkedIn interaction can maintain the connection.

Insider Tip: The “Sponsor Map”

Below is a tool I’ve implemented with clients: create a sponsor map. Document your current and potential sponsors, their positions, objectives, and how you can support them. Review quarterly to track progress and identify gaps. For example, if your map shows only technical sponsors, seek one in operations for diversity. This maintains your strategy’s focus and proactivity.

How Can You Leverage Sponsors When Layoffs Are On The Horizon?

When you start getting indications of an impending layoff —hiring freezes, budget restrictions, or ambiguous executive communications happening —your sponsors can become your shield and advocates. Here’s how to activate them without appearing desperate:

1. Highlight Your Recent Wins

Share your achievements with sponsors so they have evidence to support you. For example, “I recently streamlined our CRM process, improving sales efficiency by 15%.” Quantifiable results allow sponsors to defend you during layoff discussions.

2. Seek Their Insights

Set up meetings with your sponsors and ask them about organizational priorities, if you do not already know about them: Ask “What is leadership focusing on this quarter?” This way, you can align your work with strategic objectives, making it more difficult to be removed. 

3. Request Advocacy (Tactfully)

If layoffs appear imminent, respectfully ask sponsors to highlight your contributions. Try: “I’d appreciate your perspective on how I might position my recent project in leadership discussions.” This encourages advocacy without creating awkwardness.

Real-World Impact: The Power of Advocacy

In 2022, I worked with Peter, an HR program manager at a fintech company. When layoffs occurred, his three sponsors—a VP, a director, and a cross-functional lead—spoke up in a leadership meeting, highlighting his role in managing the HR system that resulted in a 20% reduction in operational cost. Peter not only survived the reductions but also received a promotion six months later. That demonstrates the impact of multiple sponsors.

Insider Tip: The “Pre-Layoff Audit”

Here’s another strategy that can deliver excellent results: List your contributions and share a concise version with sponsors, framed as seeking feedback: “I’m reflecting on my impact—any tips to amplify these?” This reminds them of your value.

What Are Common Mistakes to Avoid When Building Sponsor Relationships?

 Here are things to avoid, based on my experience:

• Coming on Too Strong: Overwhelming sponsors with requests or excessive praise feels inauthentic. Build trust gradually through results.
• Ignoring Their Goals: Focusing exclusively on your needs will cause sponsors to lose interest. Always connect your work to their priorities.
• Failing to Follow Through: If a sponsor provides an opportunity, deliver results. Underperforming on an important project can destroy their trust.
• Neglecting Emotional Intelligence: Sponsors are people. Observe their signals—if they’re under pressure, offer support, not demands
• Indulging in Office Politics: Giving the impression that you belong to certain camps, have favorites, or badmouth other people in the company is not appreciated by sponsors

I once coached Tom, who pitched himself to a VP without understanding her priorities. The VP perceived him as self-serving and passed him over for advancement. After we revised his approach to focus on her objectives, she became his strongest advocate.

How Can You Start Building Your Sponsor Network?

Here’s a 30-day plan to initiate your sponsor network:

• Week 1: Identify 3-5 potential sponsors. Use your sponsor map to document their roles and goals.
• Week 2: Engage one sponsor through a thoughtful LinkedIn comment or project contribution.
• Week 3: Request an introduction to another sponsor via a colleague or manager.
• Week 4: Follow up with one sponsor, sharing an achievement or scheduling a brief conversation.

Developing relationships with multiple sponsors isn’t just a tactic—it’s a mindset. It’s about creating authentic, mutually beneficial connections that make you essential. Begin today by mapping your sponsors and taking one small step to connect. Have you worked with sponsors to protect your career? Share your experience in the comments or connect with me on LinkedIn to discuss career strategies!

Why Trust My Advice?

With 35 years as a senior HR executive at global organizations, I’ve directed talent strategies for thousands of employees across technology, finance, CPG, and Manufacturing sectors. I’ve participated in layoff planning sessions, observed how decisions are made, and guided hundreds of professionals to not just survive but thrive in challenging markets. My strategies aren’t theoretical—they’re battle-tested, creative, and designed to provide you with a competitive edge. Whether securing an ideal position or avoiding a layoff, I offer coaching based on insights and real-world experience not available elsewhere.

Please feel free to reach out if you need specific and personalized coaching related to your situation.

For other insightful articles, please read my blog.