Meta’s recent layoffs have set off a ripple effect, with former employees taking to social media platforms like X, TikTok, and LinkedIn to share their experiences and challenge the company’s narrative on low performers. The move is part of a growing trend towards “anti-work” culture, where individuals are pushing back against the expectation to constantly present themselves as employable.
The concept of personal branding, popularized by business writer Tom Peters in the 1990s, has become deeply ingrained in professional life. However, with the rise of social media and the cult of self-branding, many workers feel pressured to maintain a curated online presence that showcases their skills and achievements.
This pressure is particularly acute among young people entering the job market, who are socialized to anticipate workplace surveillance and the potential consequences of their online activity. The stigma around job loss is also diminishing, with some former employees using social media to turn their experiences into a form of activism.
The latest layoffs at Meta have exposed the toxic culture and grueling hours that many workers endure. Former employees are now speaking out about the company’s misrepresentations of its staff, revealing a stark contrast between the public persona and the harsh reality on the ground.
As the tech industry continues to evolve, it’s clear that the notion of employability is under siege. The rise of “anti-work” ambassadors like Brittany Pietsch, who shared her termination from Cloudfare on TikTok, suggests that individuals are redefining what it means to be employable and challenging the traditional expectations around work and identity.
With the pandemic upending norms of workplace decorum and the global job market becoming increasingly uncertain, it’s time for a new conversation about work and self-presentation. As workers continue to push back against the cult of self-branding, one thing is clear: the future of work will be shaped by those who refuse to conform to traditional expectations.
Source: https://www.forbes.com/sites/brookeerinduffy/2025/02/19/meta-layoffs-in-the-new-age-of-worker-self-branding