Layoffs happen more often late in the year, when the company is trying to adjust for the next year.
Right after CPM is finished the company would usually do some 'thank-you' bonus or other thing as a way of holding down attrition.
This time is different, and it sure looks like they are using raises and promotions to prevent select people from volunteering for CPM, and to limit attrition beyond whatever they are targeting.
Maybe this is a better approach?