Spotify follows Amazon’s lead to boost Canadian workforce



Last updated on October 20, 2021

The digital media streaming service Spotify plans to hire hundreds of additional employees in Canada, Europe and Australia with the aim of increasing its advertising revenue, in the footsteps of Amazon.

This online sales giant announced in September that it would increase its workforce in Canada by 15,000 this fall.

Now Spotify is following suit and expanding its own workforce in the Great White North.


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“We are increasing our advertising marketing workforce by over 70% in Europe, Australia and Canada … and that is nowhere near a large enough base,” Lee Brown, head of advertising activities at Spotify, reportedly said in a commentary. interview.

“We are investing in our advertising business. In terms of long-term strategy, I think the days when advertising was less than 10% of our overall revenue are over.

Spotify, Amazon is part of the technology expansion trend in Canada

Spotify has reportedly already hired an ad industry executive to lead its international sales to increase the money it makes from its 210 million ad-supported users from around 12% of its total revenue. The company also has 155 million paying subscribers.

The new Spotify jobs in Canada are part of a trend for tech companies to choose the country to expand their operations.

As these tech companies grow in Canada, they increasingly seek to hire foreign nationals through Canada’s economic immigration and refugee programs.

Earlier this month, Canada’s $ 230 billion information and communications industry partnered with a global non-profit organization that finds jobs for refugees, especially those in countries like Afghanistan, Lebanon and Jordan.

As part of this agreement, TECHNATION, a Canadian technology industry association, is working with Talent Beyond Boundaries (TBB), a global not-for-profit organization.

TECHNATION seeks to attract qualified refugees

“TECHNATION is honored to support this important initiative, alongside Canada’s commitments to support the immigration of refugees from around the world,” said Angela Mondou, president and CEO of the industry association.

“My own experience working with the Canadian military in war zones has forever changed my perspective on why Canada must continue to scale up and lend a helping hand,” he said. she declared.

“The need for skilled tech talent in Canada is real, and this partnership with TBB is another important way to make a difference, helping both employers and job seekers.

Tech industry watchers say Canada is increasingly gaining a growing share of the tech industry due to restrictive immigration policies south of the border that limit the capacity of businesses in the United States. United to attract foreign talent.

Venture capitalist Chris Albinson, CEO of Communitech, first saw the writing on the wall and warned U.S. policymakers in an opinion piece in The Globe and Mail earlier this year.

Canada’s progressive immigration policies attract investment

“As the United States has tightened immigration and has become less welcoming, Canada has taken smart policy steps to attract the world’s best talent and capital,” Albinson wrote.

“Canada now has six times as many skilled immigrants, as a percentage of the population, than our American neighbors – a significant statistic considering that half of the founders of America’s tech unicorns (private companies worth $ 1 billion or more) were born outside the United States “

The venture capitalist warned U.S. policymakers that Canada is poised to dominate the tech sector because of its immigration policies and its “strong advantage in the next tech wave (think artificial intelligence, l (machine learning, quantum computing, 5G, medical technologies and advanced manufacturing), our relative cost advantage and parity in access to markets and capital. “

There are many avenues for highly skilled technology workers to obtain permanent residence in Canada, including the Global talent stream (GTS) of the Temporary Foreign Worker Program (TFWP) under which Canadian work permits and visa applications are processed within two weeks.

As immunization rates rise and the Canadian economy recovers, the country is experiencing tremendous growth in jobs and opportunities for new Canadians and temporary foreign workers.

This opens up new opportunities for those who want to immigrate to Canada.

Many immigrants who arrive in Canada through economic immigration programs may benefit from the Atlantic Immigration Pilot, Canadian experience, Caregiver, Specialized trade and Qualified worker programs, which significantly increase their employment prospects.


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