I have only truly worked this level of intensity at special moments in my career where I felt connected to the mission and people. We were building something very cool. And we all felt immense joy in the craft.
Never at any time did anyone tell us “work X many hours”
If people actually want hard working employees, maybe the answer should be culture first? Hire great people that love working together, on a cool problem, and they’ll do what’s needed? Trust them.
Hiring for 996 says to me you don’t care about innovation or excellence. It says you suck at hiring great talent. And it signals you, as a leader, may not have a healthy relationship to work or leadership. You want control, not excellence.