← Layoff Tracker
August 9, 2022
June 14, 2024

Hootsuite Layoffs: What Happened & Why?

In August 2022, Hootsuite, a well-known social media management platform, announced a significant restructuring plan that involved laying off 30% of its workforce, affecting around 400 employees globally. In this article, we'll discuss the reasons behind these layoffs, the impact on the company, and what this could mean for the tech industry as a whole.

Why did Hootsuite have layoffs?

According to Hootsuite's CEO, Tom Keiser, the decision to lay off 30% of the workforce was driven by the need to refocus the company's strategies to drive efficiency, growth, and financial sustainability. The changing economic environment and struggles with focus and product led to the need for restructuring. Hootsuite is not the only tech company facing layoffs due to economic pressures, as other Canadian tech companies such as Uberflip, RenoRun, Shopify, Wealthsimple, Clearco, Unbounce, Coinsquare, Ritual, and Bonsai have also made similar moves.

It's worth noting that Hootsuite had previously considered an initial public offering (IPO), but the less than welcoming public market caused the company to postpone its plans. This decision to restructure and lay off employees could be seen as a response to broader industry and economic trends, as well as an attempt to refocus the company's efforts on its core business and long-term sustainability.

Financial Impact and Future Directions

While the financial nuances of the layoffs are part of a broader strategy, Hootsuite's efforts are clearly aimed at enhancing financial sustainability and adapting to the changing economic environment.

The restructuring and workforce reduction suggest a commitment to efficiency and financial stability. Moving forward, Hootsuite is set to refocus its strategies, hinting at strategic shifts without detailing specific products or markets. These actions, along with acquisitions and expansion efforts, signal Hootsuite’s intent to foster future growth and success.

Impact on Industry

The future impact of Hootsuite’s layoffs on the marketing industry, while still unfolding, appears poised for significant influence. The company’s restructuring and strategic realignment may spark innovations in social media management and marketing tools. As Hootsuite adjusts to new economic realities, it could set a precedent for other marketing firms to optimize their strategies and operations. This shift is likely to enhance industry efficiency and resilience, shaping a more dynamic future for marketing professionals.


Hootsuite's layoffs, affecting 30% of its workforce, were driven by the need to refocus strategies for efficiency, growth, and financial sustainability amid economic pressures. The company's future and industry standing may depend on its ability to innovate and adapt. These developments could prompt other marketing firms to reassess their operations, potentially leading to a more efficient and resilient sector. Hootsuite's actions may also hint at future strategic shifts or product focus to ensure long-term success.