Baidu’s public relations head, Qu Jing, has departed the company following a series of controversial social media videos that criticized staff, igniting a debate over workplace practices within China’s tech sector. In these videos, Qu emphasized the importance of long working hours and unwavering dedication to the company, aiming to instruct her team on using social media to boost Baidu’s profile. However, her approach backfired, plunging the Chinese search engine giant into a storm of criticism.
The backlash centered on Qu’s apparent disregard for the personal lives of her employees, with one widely circulated video showing her bluntly stating, “I’m not your mum, I only care about results.” This sparked outrage and revived concerns about the demanding “996” work culture prevalent in China’s tech industry, where employees often work from 9 am to 9 pm, six days a week. Qu’s departure was confirmed by sources close to the matter, although Baidu and Qu herself did not provided immediate comments.
On social media, Qu issued an apology, acknowledging that her videos had caused misunderstandings about Baidu’s values and culture. This incident has brought to light broader questions within Chinese society about the relationship between employees and employers. Ivy Yang, a corporate communications expert, noted that Qu’s comments offered a glimpse into the mindset of China’s corporate elite, provoking a strong emotional reaction among the public and highlighting the growing discontent over workplace conditions.
Baidu, once a formidable rival to tech giants Alibaba and Tencent, has struggled with a series of unsuccessful product initiatives and stagnant growth in its core search advertising business. The company’s market value has plummeted from a peak of about $115 billion in 2021 to $39 billion. Amidst these challenges, Baidu’s co-founder Robin Li has focused on transforming the company into a leader in generative artificial intelligence, with their chatbot Ernie positioned as a strong competitor to OpenAI’s ChatGPT in China. Despite the controversy and ongoing competitive pressures, Baidu’s leadership remains committed to innovation and adaptation.
