The vice president and public relations head of Chinese search engine giant Baidu stirred up controversy this week by promoting workaholic behaviors on a personal social media account.
The videos, which appeared on the Chinese version of TikTok called Douyin, have since been taken down. However, according to state-sponsored media, the videos were quite egregious.
Baidu is no stranger to open-mouth-insert-foot behavior from its leadership. Founder Robin Li angered many when he controversially claimed back in March of 2018 that Chinese internet users were willing to trade privacy for convenience.
"We're very aware of the privacy issue, including data protection. Over the past few years, China has also become increasingly aware of this problem, and has been enforcing relevant laws and regulations, during the process of which, I think that the Chinese people are more open, or not so sensitive, about the privacy issue. If they are able to exchange privacy for convenience or efficiency, they are willing to do so in many cases," declared the founder at the China Development Forum in Beijing.
Li was reportedly called "shameless," "cheeky," "despicable," and more as the veracity of his comment was drawn into question on Chinese social media.
Comments and opinions reportedly provided by Jing Qu included:
OK, here at The Reg, we will give her the last one.
The veep's videos predictably sparked backlash.
Some netizens called her "out of touch," "condescending," "unprofessional," and "exploitative." Others questioned her ability to lead Baidu's public relations department, given she seemingly placed herself in a PR crisis.
With the backlash mounting, Li eventually took to the tool that got her in trouble in the first place (social media) to apologize.
"Before posting the short videos, I didn't seek the company's opinion in advance, which doesn't comply with the relevant procedures and doesn't represent the company's position. I clarify and apologize. There were many inappropriate and unsuitable points in the videos, which led to misunderstandings about the company's values and corporate culture, causing serious harm," wrote Qu on her WeChat moments in Chinese.
She said she has read the criticism and found many comments "very pertinent." The PR chief conceded she was hasty in posting content and vowed to improve.
The Reg contacted Baidu to confirm reports that Qu is still employed at the company and will update should a substantial reply materialize. In theory it should, since it is now known the PR team is expected to work 24/7.
The whole thing stinks of a PR strategy gone wrong. A trend recently emerged for Chinese execs to win public favor through their own social media accounts.
It's been pointed out that Qu's account had hundreds of thousands of followers even though it was brand new, sparking speculation it had been purchased, not organically grown authentically out of a hobby or for fun.
Media outlets also reported Qu ordered her subordinates to follow suit and create personal accounts on platforms such as Douyin, WeChat Channels, Red or Xiaohongshu, which would be tracked, monitored, and used to gauge performance. Those unhappy with the directive to make short videos should change departments, and videos should reflect matters related to Baidu, ordered the PR chief.
Chinese tech companies have a reputation for poor work-life balance, so much that the nation's courts stepped in in 2021. Beijing now requires caps on overtime and compensation for extra hours worked.
But changing regulations is one thing; changing culture is another. Many a Chinese tech exec has advocated for workaholic behavior, although rarely a female one.
Alibaba co-founder Jack Ma famously advocated for 996 culture, the unhealthy habit of working from 9am to 9pm, six days a week. Ma may have called the arrangement a "blessing," but there are clear signs workers, particularly younger ones, disagree, and are not willing to conform to the requirement disguised as a suggestion.
Women account for only 19 percent of executives in China compared to an average of 25 percent in leading countries, according to a 2023 study from management consulting company Bain & Company.
The consultancy reported that confidently expressing opinions and having a clear career ambition were two core drivers for women who do actually make it to the top.
The study did not offer any insight for future execs on how to recover from a PR nightmare. ®
Source: The register