Hong Kong – A former Baidu executive in China sparked controversy after promoting a toxic workplace culture in a series of videos posted on social media. Qu Jing faced backlash for her strict management style, unyielding demands on employees, and insensitivity towards their needs during the pandemic.
Qu’s comments on working weekends, 24/7 availability, and the sacrifice required as a working mother incited public outrage, especially among young workers already disillusioned with the culture of overwork and extreme competitiveness in Chinese industries like tech.
As the videos went viral, discussions on platforms like Douyin and Weibo criticized Qu and Baidu for fostering a toxic work environment. Some called out Qu for her lack of empathy towards colleagues, while others saw her remarks as a reflection of prevalent attitudes among bosses in China.
The incident evoked memories of Jack Ma’s endorsement of the “996” work schedule, which also drew intense criticism in 2019. These instances of high-profile executives championing grueling work hours have sparked conversations about work-life balance and employee well-being in China, particularly as the economy faces challenges like a property crisis and declining foreign investment.
In response to the public backlash, Qu apologized and distanced herself from Baidu, stating that her remarks did not reflect the company’s values. Despite her efforts to explain her intentions, the incident highlighted the growing discontent among Chinese workers towards demanding work environments and the lack of reciprocity in loyalty and dedication.
Qu’s case also shed light on the influence of short video platforms like Douyin in shaping corporate messaging and the importance of aligning personal branding with company values. Her experience transitioning from a state news agency reporter to a corporate PR role at Baidu underscored the clash between different workplace cultures and management styles in China’s tech industry.
The fallout from Qu’s videos not only led to her departure from Baidu but also exposed deeper issues within the company’s PR team, signaling a need for a reevaluation of corporate culture and employee well-being in Chinese tech companies. The incident serves as a cautionary tale for executives looking to leverage social media for professional purposes and the potential risks of misaligned messaging in the digital age.