Rilla's recruitment website boasts a vibrant design, showcasing images of young employees and featuring slogans like "insane speed", "infinite curiosity", and "customer obsession" to attract potential candidates.

A closer look reveals a range of benefits, including competitive pay, complimentary meals, gym membership, and health and dental care, but a caveat is also presented.

Each job listing includes a notice stating that applicants should only apply if they are willing to work approximately 70 hours per week in person with a team of ambitious individuals in New York City.

Rilla is a New York-based tech firm that specializes in AI-powered systems for monitoring sales representatives during client interactions.

The company has become synonymous with a fast-paced work culture, often referred to as 996, hustle culture, or grindcore, which emphasizes long working hours.

The term 996 refers to a typical work schedule of 9am to 9pm, six days a week, which can be demanding for many individuals.

However, according to Will Gao, Rilla's head of growth, the company's 120 employees do not view this schedule as burdensome.

Gao states that Rilla seeks individuals with characteristics similar to those of Olympian athletes, including obsession and infinite ambition.

He believes that these individuals are driven to achieve remarkable things and have fun while doing so.

Gao emphasizes that while the work hours are generally long, there is no strict structure in place.

He explains that if he has an idea he wants to work on, he will often continue working until 2 or 3 am and then arrive at the office at noon the next day.

This approach has gained popularity in the tech industry over the past few years, largely due to the rapid development of artificial intelligence.

Significant investments are being made in AI ventures, and companies are under pressure to develop and monetize AI solutions quickly, leading to a culture of long working hours.

The 996 culture originated in China about a decade ago, when tech companies and start-ups adopted this approach to drive growth and innovation.

Influential figures such as Jack Ma, the founder of Alibaba.com, advocated for this culture, citing its benefits for personal and professional growth.

Ma wrote in a blog post that being able to work 996 is a blessing, and he believes it is a common trait among successful individuals.

He stated that many entrepreneurs, artists, scientists, and politicians work long hours because they are passionate about their work.

Ma added that their dedication is not driven by perseverance, but by a deep passion for their chosen careers.

Another proponent of the 996 culture was Richard Liu, the founder of JD.com, who criticized what he saw as a declining work ethic in China.

In a 2019 email, Liu wrote that individuals who do not work hard are not his "brothers", sparking controversy and criticism.

The backlash against the 996 culture led to a wave of online complaints and eventually prompted a legal crackdown in 2021, as authorities addressed concerns about labor laws and worker exploitation.

Although the 996 culture is still present in China, its advocates have become less vocal, with some exceptions, such as Qu Jing, a former head of public relations at Baidu, who defended the culture in a series of videos posted on social media in 2024.

Despite the controversy, the 996 culture still has supporters in other parts of the world.

Narayana Murthy, the founder of Infosys, expressed admiration for China's adoption of the 996 culture, stating that hard work is essential for success.

The US tech industry's embrace of the 996 culture can be attributed to the rapid development of AI and the need for companies to quickly develop and market AI-powered solutions.

According to Adrian Kinnersley, who runs recruitment businesses in Europe and North America, the 996 culture is prevalent in AI companies that receive venture capital funding and are racing to develop products.

Magnus Müller, a young entrepreneur and co-founder of Browser-Use, an AI start-up, believes that working long hours is necessary to solve complex problems and achieve success in the competitive AI industry.

Müller states that his company is developing tools to enhance AI applications, and he is looking for individuals who share his mentality and are willing to work long hours to achieve their goals.

Browser-Use is currently recruiting, and Müller emphasizes that he seeks people who are passionate about their work and willing to immerse themselves in complex problems.

He compares the work to gaming, stating that it does not feel like work when you are doing something you love.

Deedy Das, a partner at Menlo Ventures, disagrees with the notion that long working hours are necessary for success, citing the potential for burnout and the importance of work-life balance.

Das believes that young entrepreneurs often mistakenly associate long working hours with productivity, leading to an unhealthy work environment.

He argues that forcing employees to work long hours can lead to a range of negative consequences, including the loss of experienced workers and those with families.

Das emphasizes that continual long hours can result in burnout and decreased productivity in the long run.

However, he acknowledges that company founders may need to work long hours, given their personal investment in the business and the potential for significant financial gains.

Das states that he would be surprised if a founder were not working 70-80 hours per week, considering the high stakes and potential rewards.

Tamara Myles, an academic and author on workplace culture, argues that the hustle culture is unsustainable and can have negative consequences for individuals who feel pressured to work constantly.

Myles notes that some tech companies openly promote the 996 culture as a badge of honor, but this does not necessarily mean that all employees who work long hours do so voluntarily.

She suggests that power dynamics may be at play, with some individuals feeling forced to work long hours due to job market pressures or visa requirements.

Myles warns that those who choose to work excessively long hours may ultimately pay a heavy price, both physically and mentally.

The health consequences of prolonged working hours have long been a concern. In Japan, a nation known for its strong work ethic, the term "Karōshi" is used to describe death caused by overwork, typically resulting from strokes and heart attacks.

Another related term, "Karōjisatsu," refers to instances of suicide or attempted suicide stemming from workplace stress. Both conditions are acknowledged in Japanese law, with families potentially eligible for government compensation, although proving a direct link between death and overwork can be challenging.

The Japanese government has established a scheme to provide compensation to families affected by Karōshi and Karōjisatsu, but the process of proving a causal link between overwork and death can be difficult.

A joint analysis by the World Health Organization (WHO) and the International Labour Organization (ILO) in 2021 found that working long hours, defined as more than 55 hours per week, was associated with 745,000 deaths worldwide from stroke and heart disease in 2016.

The study revealed that working 55 hours or more per week increases the risk of heart disease by 17% and stroke by 35% compared to working 35-40 hours per week.

Productivity, or the amount of work accomplished per hour, is also affected by the number of hours worked.

Research has shown that as working hours increase, productivity initially rises but then declines as workers experience physical and mental exhaustion. The optimal threshold for productivity is generally considered to be around 40 hours per week.

A recent study noted that workers can maintain productivity at around 40 hours per week, but exceeding this threshold leads to decreased job performance due to fatigue and poor health.

Once the 40-hour threshold is exceeded, the output generated by each additional hour worked begins to decrease.

Companies may be tempted to reduce their workforce and increase working hours to minimize costs, as hiring and training new employees can be expensive.

However, research suggests that this approach can be counterproductive, as Michigan State University found that an employee working 70 hours per week may not produce significantly more than one working 50 hours per week.

The concept of a standard 40-hour workweek was pioneered by Henry Ford in the early 20th century, who implemented a five-day, 40-hour schedule for his factory workers.

Some argue that British companies could learn from the approaches adopted by US tech companies.

James Watt, co-founder and former CEO of BrewDog, has suggested that the concept of work-life balance is outdated and that people who enjoy their work do not need to separate their personal and professional lives.

Watt cited a study by King's College London, which found that people in the UK are among the least likely to prioritize work above other aspects of their lives.

In a 2022 BBC documentary, Watt faced allegations of inappropriate behavior and abuse of power in the workplace, to which he apologized, while also denying "false rumors and misinformation."

BrewDog's current CEO, James Taylor, has stated that the company has moved past its previous controversies.

The notion of a "996 culture" may seem familiar to some in the UK, where certain industries are known for demanding long working hours.

A survey by Legal Cheek found that many corporate law firms in the UK require long working hours, with average working days often exceeding 12 hours.

The investment banking sector is also notorious for its demanding work schedule, with industry sources suggesting that 65-70 hours per week is common, and can reach up to 100 hours during peak periods.

Under UK law, employees are generally not required to work more than 48 hours per week, but they can opt out of this limit if they choose to do so.

Ben Wilmott, head of public policy at the CIPD, argues that there is no correlation between working long hours and increased productivity.

Wilmott notes that working long hours can lead to health risks, including a higher risk of stroke and heart disease, and suggests that companies should focus on improving management and technology to boost productivity rather than increasing working hours.

Instead of emphasizing longer working hours, Wilmott advocates for a "smarter" approach to work, leveraging technology and AI to enhance productivity.

Some campaigners argue that reducing working hours and adopting a four-day week could have benefits for the UK.

A 2022 pilot project involving 61 organizations found that reducing working hours without cutting pay led to decreased stress and illness, improved staff retention, and maintained productivity.

The pilot project's results suggest that a shorter working week can have positive effects on both employees and employers.

According to recruitment expert Adrian Kinnersley, the enthusiasm for a "996 culture" is largely confined to the tech sector.

Kinnersley believes that competing with companies that have a more relaxed, 35-hour workweek culture would be challenging in the current environment.

Magnus Müller, founder of Browser-Use, views the working hours in Silicon Valley as relatively moderate compared to other industries.

Müller draws a comparison between the tech industry and farming, where workers often labor for over 12 hours a day, seven days a week, without holidays.

Müller suggests that the tech industry's working hours are relatively mild compared to other sectors, where workers face more demanding conditions.

Image credit: Getty.