Hootsuite

Hootsuite representing approximately 20% of its workforce on 2025-10-27.

In January 2023, Vancouver-based social media management company Hootsuite laid off approximately 70 employees, representing about 7% of its workforce. This marked the company's third round of job cuts within six months, following larger layoffs in August and additional reductions in the fall. The decision was part of a broader effort to navigate challenging macroeconomic conditions, including rising interest rates and a tech sector downturn that began in late 2021. Concurrently, Hootsuite announced a leadership change, appointing Irina Novoselsky as its new CEO, replacing Tom Keiser. The company stated that these difficult measures were necessary to position Hootsuite for long-term stability amid ongoing industry turbulence.

Hootsuite, the Vancouver-based social media management company, is laying off approximately 400 employees, representing 30% of its global workforce. This reduction, announced to employees on Tuesday, will leave the company with just over 1,000 staff. CEO Tom Keiser cited the need to refocus on efficiency, growth, and financial sustainability as the reason for this difficult restructuring. The move reflects broader economic pressures affecting the tech industry and follows a period of rapid hiring and expansion for Hootsuite, which had grown to over 1,400 employees earlier in the year. The company has also faced challenges, including a postponed IPO and strategic shifts under Keiser's leadership toward e-commerce and customer service software.