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Chinese search engine giant Baidu has found itself in a PR crisis, thanks to its own PR manager.
Qu Jing, Baidu’s vice president and head of communications, sparked a public outcry in China after supporting a tough work culture, striking a chord with young workers who are fed up with grueling schedules and unrelenting pressure.
In a series of short videos posted last week on Douyin, the Chinese version of TikTok, Qu spoke about his dedication to his job, his strict management style and the constant demands on his direct reports.
In one video, she lashed out at an employee who refused to go on a 50-day business trip during the Covid-19 pandemic, when China imposed strict travel restrictions and quarantines.
“Why should I take my employee’s family into consideration? I’m not his mother-in-law,” Qu said. “I’m 10, 20 years older than you. I didn’t feel bitter or tired, even though I have two children. Who are you to tell me your husband can’t stand this?
In another clip, Qu shared her personal sacrifices as a working mother. She worked so hard that she forgot her older son’s birthday and her younger son’s class at school. She said she didn’t regret it because she “chose to become a career woman.”
“If you work in PR, don’t expect weekends off,” she said in a third video. “Keep your phone on 24 hours a day, always ready to answer.”
Qu apologized Thursday and said she was not speaking for Baidu, but her fiery remarks had already sparked a backlash in China, where young people have long complained of a culture of excessive overwork and highly competitive professional environments, especially in the technology industry.
‘Lack of empathy’
The controversy quickly became a hot topic on Douyin and Weibo, China’s X-rated platform, dominating online discussions. Users criticized Qu for her aggressive and insensitive approach and blamed her and Baidu (BEGINNING), promote a toxic workplace.
“In his voice and tone, there is a deep indifference and lack of empathy toward the common plight of his colleagues,” said Ivy Yang, a Chinese technology analyst and founder of consultancy Wavelet Strategy.
“A lot of what she said really struck a chord because people feel that way so often in their own workplaces. The fact that she said it in such a direct, to-your-face way, it just generated this kind of emotional response,” she said.
“That’s what the bosses think, and she was just saying it out loud,” Yang added.
Young Chinese workers are increasingly denouncing the harsh work culture that dominates…
