Vancouver-based Hootsuite has laid off about 20% of its global staff, likely affecting hundreds of employees, including many in Canada. The company, which had around 900 workers after 2023’s layoffs and roughly 1,700 listed on LinkedIn, did not disclose exact numbers. Hootsuite said the cuts aim to make decision-making faster, clarify accountability, and position the firm for its next phase of enterprise-focused growth.

The move comes shortly after Hootsuite was named a finalist for BC Tech’s Anchor Company of the Year, underscoring the volatility in Canada’s tech sector, where companies are streamlining amid market pressures and rapid technological change. CEO Irina Novoselsky, who took over in 2023 following earlier layoffs, said the restructuring reflects Hootsuite’s evolution with the “changing world of social media.”

Founded in 2008, Hootsuite remains a major player in social media management but is shifting toward data analytics and AI-driven insights, bolstered by its 2024 acquisition of Talkwalker. The cuts mirror a broader trend in the Canadian tech job market, where firms are balancing innovation and growth with cost control and operational focus.

If you’ve been laid off, here are the next steps to take:

• Apply for Employment Insurance (EI) as soon as you can.

• Follow up with your employer about any severance pay or final compensation that may be owed to you.

• Research retraining or education programs—many provinces are offering new funding and career transition support.

• Talk to an employment lawyer. They can help you understand your rights, explain your options, and make sure you’re getting the full compensation and assistance you deserve.

Have you been laid off by Hootsuite in Canada? Contact our employment lawyers today. Our legal team offers a free consultation and works on a contingency basis—there are no fees unless you win your case.

Alex Riehl’s original article, “Hootsuite lays off 20 percent of its global workforce” was published in Betakit on October 29, 2025. Read the Full Betakit story.

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