Tech immigrants face a “Catch 22” when it comes to local experience

By Tovit Neizer

Tovit Neizer, a business storyteller and brand strategist, founded and owns the Toronto-based consulting boutique Yellow Bricks.

“They’re always asking for Canadian experience. No matter how much experience I bring with me from home.”

I met Yerushalm at our kids’ soccer practice in downtown Toronto. She moved from Eritrea to Israel when she was 14. At 28, she moved with her children to Canada.

In Tel Aviv, where she spent half her life, she worked in a restaurant. But in Toronto, she finds it hard to land a job. “I have years of experience working in restaurants, but they are asking for local experience which I don’t have.”

I keep hearing this complaint from tech immigrants who I meet at local accelerators where I talk about storytelling and personal branding. Without prior local experience the doors are quite closed, no matter how many years they worked in their field of expertise in their country of origin, or the unique practical knowledge they bring with them – at times knowledge that is not available here.

It is a vicious circle: “How will I get local experience if no one’s hiring me?” they rightly ask.

Open gates with closed minds?

According to Statistics Canada, from January to September 2023, immigration reached 79.8 percent (371,299) of Immigration, Refugees and Citizenship Canada’s target of 465,000 immigrants for the year.

With numerous new job seekers as well as potential employees, the country should consider encouraging employers to revise the insurmountable “Do you have local experience?” bar and ease the onboarding of newcomers. Because if a waitress with years of experience finds it hard to land a job here, what chances do development-operations engineers and full stack programmers stand?

I hear a lot about a desire to create a tech hub full of innovation and disruption, in VC boardrooms as well as dedicated panels. But then that prerequisite of having something that all locals already have – local experience – surfaces in recruitment and interviews.

I moved to Canada a year ago from Israel, the “startup nation” with a leading number of startups per capita. Back home I founded two software startups that failed but yielded me numerous lessons and ample hands-on experience.

Following that, I led the marketing and business development of a deep tech startup that was acquired.

In recent years, I founded and own a consulting boutique, Yellow Bricks, that helps companies define their unique value proposition, sharpen their story and build their brand strategy. I have been mentoring and working with global startups, and was invited on a UN mission to Southeast Europe to assist young startups find their voice and audience.

But I, too, hear every now and then the question about my local experience. And as Alanis Morissette, who definitely has Canadian experience, rightly pointed out in her song, it is “ironic.”

If Canada wants to come up with fresh ideas that will change the world, and if the country aspires to advance technology and innovation, it should combine different points of view from varied minds.

Put together in one room a few people who worked in different tech ecosystems around the world, and you’ll get out-of-the-box ideas. Otherwise, you may wish to get something new, but using the same methods won’t lead you there.

Research shows that “Diversity Wins” (to quote McKinsey’s report title in 2020); therefore why not harness the unprecedented global experience that comes to Canada every year?

No sense in feeling like “a penny waiting for change”

Whenever I stumbled upon this question of local experience, I reminded myself where I come from and what I bring with me. Maybe because my forte is telling stories and crafting narratives, I didn’t take this question to heart and made sure my value is clear.

Also, as an entrepreneur, I am very used to hearing “No” and in a way this word gets me going faster and more focused.

The first thing I did when I was asked about my local experience was to understand the question’s source. Was it really something in me or a requirement most companies are just used to asking? When I zoomed out and got a better understanding of the local landscape and the different forces working at the same time, I felt more confident in what I am bringing and continued on to the next step.

As I have built a few businesses before, I know the importance of building a network. Building it from scratch in a new country was not a foreign thing to me. Before moving to Canada, I initiated numerous calls with people I highlighted as open-minded as well as relevant to my business. Later on I attended numerous face-to-face events and nurtured the connections I have built.

Another crucial step was to generate value to the local ecosystem: I gave many talks in front of different audiences, and mentored numerous founders who made use of my experience.

Choose an active path and a clear story

While waiting for long-overdue changes in perspective to take place within companies and among decision-makers, individuals can choose an active path. I recommend following these important steps to build your local experience, and in a way bypass the “local experience” requirement:

• Find your unique value proposition – what makes you different from the locals and what special traits are you bringing to the table?

Immigrants’ characteristics are another part of the offering. Crossing continents, arriving in a new culture, learning how to navigate through local bureaucracies – all are massive tasks that require adaptivity, agility, resourcefulness and resilience. Any employer should aspire to have these traits as part of their teams’ capabilities.

• Flip the script – Once you realize the value you’re bringing, you should harness your unique story and share it with the world. You no longer lack local experience, but rather you have ample experience which others don’t have.
• Reverse engineer your way – Understand where you wish to land and work your way up there. Create a roadmap with goals, preferred employers and industries, as well as desired roles. As an immigrant, you already took your fate in your hands, and this is no different.

With a clear story and a map in hand, it’s time to work on your personal branding.

• Audit your LinkedIn profile (it’s “the online resume” nowadays). Is it clear? Coherent? Professional? In the “about” section incorporate your story and highlight your advantages.
• Invest time online – Be active on LinkedIn and share your professional voice and insights. Use your previous experience to position yourself as an authority. Join professional groups and take part in discussions. Build your online network by connecting with like-minded local professionals.
• Spend time offline – Go to events and meetups, introduce yourself and connect with people, listen to their story and share your advice. Volunteer in professional groups and organizations. By helping others, you will build your self-esteem, feel meaningful and professional and recall your worth. It will also assist with strengthening your brand.

Last but not least, take your brand and build your local experience – Help others who need your expertise and generate real value to your surroundings. By volunteering, you will also gain a meaningful connection with local organizations and maintain your professional touch.

The local experience requirement may feel like an insurmountable barrier, but there’s a way around every obstacle; every rule has an exception. And it’s up to you to prove that you have what it takes.

Don’t sit and wait at home for another Zoom interview. Go out, build your local network, create value and share it with the world.

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