The New Normal and its Impact on Job Seekers

Labour Market in Canada














By Laura Sturmer | Published 27/10/2020

It is not surprising to anyone that COVID-19 has significantly impacted all sectors and industries in the Canadian economy. There are two essential conditions perspective job seekers should consider, especially those new to Canada, who are looking for their first job here as we adapt to the “new normal”.

Competition & Remote Work

Companies, who are engaged in the air travel, tourism, events, apparel manufacturing and Cannabis industries have suffered great losses from the recent lockdowns.  This has resulted in a significant layoff of workers, forcing those who are seeking employment to compete with many strong and qualified candidates who might have years of experience in the Canadian market.

Also, as companies adopt working remotely, they are not limited to source talent locally; they are able to search globally and hire workers from anywhere across the world.

New tools: creative, focused & resilient

It may seem there is little to be positive about in today’s job market and for those who found it difficult to find a job before, they may think it even more impossible to secure a position in their field of work after Covid. In spite of these circumstances, I believe that professionals can be successful in their search by being more creative, focused and resilient.

Big Mistake

Many newcomers when they arrive in Canada begin their job search by first translating and posting their resume to LinkedIn.   This is not suggested, as the labour markets in other countries are not the same as those in Canada.  The scope of a “Marketing Analyst “, in Brazil for example is usually more generalized than its scope would be in Canada. Also, by translating directly without understanding the market, one may be incorrectly describing their experience.  Coordinator in Canada tends to be an entry-level position, without supervisory duties, while in Brazil, a “Coordenador”, tends to be closer to a managerial position.

Unnecessary Inclusions

It is imperative to find and begin reading about all the varied job positions and their descriptions one can before translating.  Select and save the positions that will be the best fit and highlight the job titles along with the descriptions and the common keywords, qualifications, etc.   Most importantly note what the position DOES NOT DO.   If in Brazil, the Project Manager role you occupied was responsible for managing the project, preparing reports, implementing new procedures and training teams, and the position here asks for only the first two tasks, it isn’t necessary to include more.  Always emphasize one’s qualifications and the relationship to the position being applied for.   Omitting these unnecessary inclusions will give a more effective response to one’s resume.


Meeting people who are working in the field and networking is essential. This is an important and effective tool one can utilize in their job search.   Why not have virtual coffee chats with professionals who are employed in positions you aspire to?  By engaging with established professionals, one can glean updated information about the field, the current responsibilities of the position and the challenges it now faces.  They can also advise what is not part of their responsibilities allowing one to know what not to include in resumes and LinkedIn postings.

Networking provides the chance to practice with professionals and be more comfortable on video.  Their feedback is invaluable and will allow you to confidently introduce yourself to prospective employers. Professionals are very likely to refer an individual they have met and interacted positively with to a position.    

In summary, the job seekers who will succeed after COVID will be those who are well prepared and have solid knowledge about the Canadian employment market.  Companies are looking to hire talented individuals who can work with the many challenges of this new environment within all positions and can build a network they can rely on for referral and advice.


We invite you to read the latest edition of Discover Magazine

October 2020

Laura Sturmer

Laura has a degree in Business Administration from the Federal University of Rio Grande do Sul, with more than seven years of experience in the marketing area. She has worked for companies such as Lojas Renner, TIM and Votorantim Cimentos before moving to Canada in late 2016. She currently works as a Senior Associate Brand Manager and is an entrepreneur on the side, managing an organization aimed to support professionals looking for work in Canada (

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