In one of the strangest corporate rebrandings we’ve ever seen, Workey — a Tel Aviv-based, AI-powered recruitment platform targeting Millennials — is now … wait for it … Gloat.

We checked our calendars to make sure it wasn’t April 1 — April Fool’s Day. The accompanying video explaining the name change is so playful we thought this might be an elaborate prank thought up one late night after too much tequila. But it appears to be real.

The company’s intentions were good.

As the “content and community manager” who stars in the video explains, “Workey” simply wasn’t working. “It just makes me think of work,” the video spokesperson says while slacking (sorry, wrong decade) on a couch in the Workey … er Gloat offices. “It stresses me out.”

Millennials, the video continues, are “breaking the rules to find a bright and meaningful future.” Millennials, it’s implied, have for too long felt like they’ve had a recruitment classified chip on their twenty-something shoulders.

“All our lives we’ve been told that we can’t do the things we wanna do, we can’t wear jeans to work, can’t bring your dog to work, gotta work 9 to 5. Well, why? Gloat is the ultimate rule breaker. It’s the essence of what we’ve been told by our parents we cannot have out of our work lives and careers. We say, don’t settle for less than your worth.”

We hate to break it to all those newly-minted Gloaters, but even old fogies like us have been wearing jeans to work for years. And 9 to 5 …that’s so 1973. Seriously, when was the last time anyone ever worked those hours?

But maybe we’re getting too caught up in a pejorative understanding of “gloat.” It also stands for “rejoice,” “celebrate” and “triumph.”

And in that sense, Gloat has plenty to gloat about. When we wrote about the company last year, it was after a new financing round of more than $8 million. The company has plenty of big-name clients, including Oracle, Yahoo, Dell, Cisco, and Amazon. It was named one of “23 amazing startups from Tel Aviv to watch.” And its AI recommendation engine addresses one of the elusive Holy Grails of the employment classifieds business: ferreting out the passive job-seeker.

We’ll probably get used to Gloat. Maybe it will even become a verb like Google or parent. And then we’ll be the last ones to gloat.

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