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“I had a candidate apply for a compliance analyst role,” says Sarah Jhonson, a recruiter for a mid-sized Chicago bank. “Her LinkedIn was pristine—all about risk management and regulatory frameworks. But her public Instagram was a firehose of hot takes about how rules are for ‘sheep’ and how she loves ‘chaos.’ It wasn’t a moral failing. It was a mismatch of identity. We couldn’t trust that she wanted to enforce rules.”

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By Alex Morgan

Meet Chloe Zhao (no relation to the director). Two years ago, she was a junior project manager at a logistics firm, bored out of her mind. On her lunch breaks, she started making sarcastic, hyper-edited videos about “corporate girlie life”—the tyranny of the ‘as per my last email,’ the existential dread of the beige cubicle, the art of looking busy. “I had a candidate apply for a compliance

Salespeople who build a niche following on LinkedIn close more deals. Developers who livestream their coding process on Twitch get better job offers. Chefs who go viral for knife skills can name their price. It was a mismatch of identity