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In the latest example of sometimes brutal workplace practices in China's tech sector, the public relations chief of Chinese search giant Baidu has created his own PR crisis after posting several videos on social media insulting employees.
“I can make you unemployed in this industry,” Qi Jing, vice president of Baidu, said in a video. He said that he needs dedicated employees who can accompany him on business trips for 50 consecutive days and is not concerned about the impact it will have on their personal lives. “I'm not your mother,” she said. “I only care about the results.”
Qiu also said that she was so devoted to Baidu that she was not aware of her son's class year in school.
The executive posted the videos on Douyin, the Chinese version of TikTok, intending for the clips to serve as examples for his team on how to use social media to promote Baidu. Instead, he has resumed his criticism of the workplace culture at Chinese tech companies.
“Employees will never feel at home in a company that doesn't have the slightest bit of warmth,” wrote one user on the social media platform Weibo, where Qu's comments are trending.
As of Thursday, the discussion had been viewed 150 million times and a former employee said Qu is no longer with the company, echoing reports in Chinese media outlets. Baidu did not immediately respond to a request for comment.
“She wanted to create an 'Iron Lady' image, but the context has changed,” said independent technology columnist Wang Qingrui. “Now people do not agree with the logic of those in power.
“In the video, she is not only representing herself, but also Baidu's culture and values,” he said. “This has deepened Baidu's image problems.”
Qi's comments also reignited concerns over working conditions. The long hours often expected of technical staff are known as “996” – meaning they start work at 9 a.m., leave at 9 p.m. and work six days a week.
While there was some improvement in 2021 following Beijing's crackdown on the country's tech giants, Qu indicated she still demands long working hours from her employees. In a video, he said that PR staff need to be available 24 hours a day and can never go on leave.
Many industry employees have pointed out that there has been a recent slowdown in the tech sector and massive job cuts have resumed amid intense competition. In other examples of harsh practices, PDD Holdings tracked down and sued former employees who violated non-compete agreements, while social media group Kuaishou has begun laying off employees over the age of 35. .
Baidu is struggling to reinvent itself as its search advertising business stagnates and bets on other business areas appear slim. The group has recently worked solely on artificial intelligence in a bid to become China's answer to OpenAI.
By Thursday, Qiu had removed the videos from her Douyin account and apologized, saying she had “seriously read people's opinions and criticisms” and would “deeply consider” them.
“I sincerely apologize that my video has caused outside misunderstandings about Baidu's values and culture,” she wrote on social media.
Amid the controversy, another video spread on Chinese social media showing Qiu tackling a negative article from the South China Morning Post newspaper.
The clip shows a paper doll hung in Baidu's offices with four red knives with “SCMP” written on its chest. Q is seen beating Gudiya with a rope.