At Twitter, placing in lengthy hours apparently pays off huge time.
Simply ask Esther Crawford, Twitter’s director of product administration.
In November, Crawford shared a photograph of herself sleeping on the ground at Twitter headquarters, wrapped in a silver sleeping bag and sporting an eye fixed masks.
“When your staff is pushing around the clock to make deadlines generally you #SleepWhereYouWork,” she tweeted.
When your staff is pushing around the clock to make deadlines generally you #SleepWhereYouWork https://t.co/UBGKYPilbD
— Esther Crawford ✨ (@esthercrawford) November 2, 2022
Musk has just lately taken over the corporate as CEO, and there have been studies that staff had been working 12-hour days or extra.
The photograph of Crawford went viral, with many criticizing the sleepless in San Francisco Twitter worker for perpetuating what they noticed as a poisonous office. Some even joked that she can be out of labor in per week, so why hassle?
However now it looks as if Crawford is having the final giggle. A narrative within the Monetary Occasions studies that for the reason that sleeping bag incident, Crawford has “change into among the many most influential leaders left from the outdated guard,” in keeping with former and present Twitter staffers.
Associated: Picture Exposes Overworked Twitter Worker Sleeping on Workplace Ground: ‘Pushing Around the Clock’
An opportunity encounter with Musk
Earlier than Musk took over Twitter, Crawford, 39, was a mid-level worker, however that modified partly due to the Twitter photograph and in addition due to an opportunity encounter with Musk at Twitter’s espresso store, The Perch.
Sources instructed FT that Crawford launched herself to Musk and secured a one-on-one assembly with him to speak about fee and creators. The transfer infuriated many senior leaders for going over their heads.
However Musk should have preferred what he heard. Crawford has since helped launch Twitter Blue, which expenses customers $8 for a premium subscription service with verified blue test standing.
She was just lately appointed chief government of Twitter Funds, and insiders say she’s a part of Musk’s inside circle at Twitter — one of many few girls on this place.
A polarizing determine
Crawford is both liked or loathed across the Twitter workplace.
“To some insiders, Crawford has the charismatic vitality wanted to assist rework Twitter’s flailing enterprise,” in keeping with FT. “To different former staff, she is reviled as a sycophant and opportunist.”
Crawford is understood for her excessive vitality and her self-empowering posts on Twitter.
When you’re proactively chasing after your desires it is tougher to be subconsciously pushed by your fears.
— Esther Crawford ✨ (@esthercrawford) January 6, 2023
Crawford arrived at Twitter in 2020. Earlier than that, she was a YouTube video blogger.
She has posted about rising up in a fanatical cult. She additionally mentioned that her household was poor and on welfare.
I grew up in a cult. We had a lot of guidelines (cannot reduce hair, no make-up, no pants, no television, no secular music, and many others) and hierarchical management. We believed it was the “finish instances” so I lived in worry of doing something unsuitable & being left behind. I exited alone once I was 19. https://t.co/t6u7VlJE0T pic.twitter.com/0EzfqBICbA
— Esther Crawford ✨ (@esthercrawford) April 16, 2022
Neither Crawford or Musk responded to FT for remark. However in a latest tweet, Crawford created a ballot asking if it was higher to look in media with false information about you and an amazing photograph or with truthful info and a nasty photograph.
Think about you seem in media protection. Would you slightly:
1) the information is correct & you sound nice, however it includes a really horrible photograph of you
2) the information is inaccurate & you come throughout negatively, however you look nice within the photograph
Select one – you may’t have each. ?
— Esther Crawford ✨ (@esthercrawford) January 20, 2023
The viewers voted in favor of “correct and optimistic information.”
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