The PR chief of Baidu, Qu Jing, recently left the company following a public relations crisis sparked by her controversial comments endorsing a tough workplace culture. In a series of videos posted on Douyin, China’s version of TikTok, Qu spoke about her strict management style and unflagging demands on her direct reports. This hit a raw nerve with young workers tired of grueling hours and relentless pressure, triggering a backlash in China, where overwork and competitive professional environments are common, especially in the tech industry.
The controversy quickly became a trending topic on social media platforms like Douyin and Weibo, with users criticizing Qu for her aggressive and insensitive approach. Many felt that her remarks displayed a lack of empathy for the common plight of her colleagues. This incident sheds light on the harsh workplace culture prevalent in many industries in China, with young workers increasingly speaking out against the demands placed on them. The backlash against Qu is reminiscent of similar criticisms faced by Alibaba co-founder Jack Ma in 2019 when he endorsed the “996” trend of working long hours.
As the backlash against Qu intensified, her personal videos on Douyin were taken down and she issued a public apology for causing a “big storm.” She expressed regret for her comments and acknowledged the harm they had caused to Baidu’s reputation. Qu also clarified that her remarks were not representative of the company’s values and culture. These events highlight the growing disillusionment among workers who feel that companies demand complete loyalty and sacrifice without offering adequate rewards or recognition, especially in a slowing economy.
Qu’s aggressive corporate culture, influenced by her previous role at Huawei, generated a culture shock at Baidu, with many employees leaving within months of her arrival. Qu’s leadership style reflected Huawei’s “wolf culture,” known for its aggressive and demanding expectations on employees. The PR team under Qu was expected to be on call at all times, respond to messages immediately, and attend meetings at unpredictable hours, adopting military-style language in corporate management. This incident underscores the increasing importance of short video platforms for information dissemination in China and the impact of corporate culture on employee well-being.
Qu’s departure from Baidu marks a significant moment in the ongoing conversation around workplace culture in China, as young workers continue to push back against excessive overwork and competitive environments. The incident serves as a reminder of the need for empathy and balance in corporate leadership, especially in industries like tech where long hours and intense pressure are the norm. As Chinese companies navigate economic challenges and changing social attitudes, the Baidu saga highlights the importance of fostering a supportive and inclusive workplace culture that values the well-being of employees.