I’ve been thinking a lot lately about the tremors rippling across the startup hiring landscape.
Spurred on by AI, the marketplace is reassessing what great talent is, as entry-level hiring precipitously declines across the ecosystem. And there’s one subplot that kept coming up as I was reporting a piece I wrote about the new rules of startup hiring, but that I wasn’t able to include in the original story—about 996.
996, for the uninitiated, is a work schedule that references working 9 AM to 9 PM, six days a week. It originated in China, but in recent months and years, it has gained traction as a talking point in tech and startups. In 2025, 996 has become commonplace during the AI boom, even popping up in the hiring process.
“From some companies doing executive searches, I’ve heard that some AI companies––not universally but in specific instances––are looking to include 996 clauses in employment contracts,” said Jen Holmstrom, Notable Capital partner. “I thought that was fascinating, and it stood out as something I hadn’t heard before. I think the intent is that founders want to convey the intensity of the environment, and the need for talent that’s not only extremely capable or high potential, but willing to jump in and do whatever it takes.”
