The Covid crisis and the resulting enforced teleworking have significantly shaken up the manager's role, leading to increased identity work. This article draws on a longitudinal study of managers conducted over the course of a full year during the Covid crisis, from May 2020 to June 2021, using interviews and self‐administered diaries to reveal a distinct sequence of identity work. This sequence combines a reappropriation of the humane dimension inherent to the manager's role (expectations and practices of managerial caring) and a distancing from the team and the managerial role through disembodied management (cost of caring). We discuss these results by identifying a paradox of managerial caring which, translated in terms of identity, may help understanding the contemporary withdrawal tendencies among managers.