The PR chief of Baidu, Qu Jing, recently left the company after sparking a public relations crisis with controversial comments endorsing a tough workplace culture. In a series of videos on Douyin, China’s version of TikTok, Qu discussed her strict management style and unyielding demands on her employees, which struck a nerve with young workers who are tired of grueling hours and intense pressure. Her remarks triggered backlash in China, where young people have long criticized a culture of excessive overwork and highly competitive environments, especially in the tech industry.
The controversy surrounding Qu quickly became a trending topic on Douyin and Weibo, with users criticizing her aggressive and insensitive approach and accusing her and Baidu of promoting a toxic workplace. China’s young workers have been increasingly vocal about challenging the harsh workplace culture that has become prevalent in many industries. In 2019, Alibaba co-founder Jack Ma faced backlash after endorsing the “996” trend, which involves working long hours six days a week. This backlash against Ma marked a turning point in how people view the relationship between the workplace and themselves, especially as the Chinese economy faces challenges.
As criticism against Qu grew, she eventually issued an apology on WeChat, acknowledging the impact of her remarks and expressing regret for causing a controversy. She emphasized that her comments did not represent Baidu’s values and culture and had not been approved by the company. Qu’s attempt to distance herself from her controversial statements and clarify her intentions came after her videos were removed from her personal Douyin account. An insider revealed that Qu had encouraged all members of the PR team to create personal accounts on short video platforms to amplify Baidu’s presence.
Qu joined Baidu in 2021 from Huawei, a company known for its aggressive corporate culture. She brought elements of the so-called “wolf culture” from Huawei to Baidu, causing a significant culture shock within the PR team. Former employees revealed that under Qu’s leadership, the team was expected to be available at all times, reply to messages immediately, and attend meetings even on weekends with short notice. Qu’s management style, inspired by military language used at Huawei, emphasized discipline and a focus on winning battles.
The situation involving Qu and Baidu reflects broader concerns about workplace culture in China, where employees feel pressured to sacrifice time and energy without receiving adequate rewards or recognition. As the economy slows and challenges like declining foreign investment and tepid consumption persist, the conflict between employers’ demands for loyalty and employees’ expectations of reciprocity becomes more apparent. Qu’s departure from Baidu amid the public relations crisis underscores the importance of addressing these issues and promoting a more balanced and sustainable approach to work culture in China’s tech industry.
