The Government of Canada has introduced new advertising requirements for employers seeking a Labour Market Impact Assessment (LMIA). Effective immediately, employers hiring foreign workers under the Temporary Foreign Worker Program (TFWP) must enable the Direct Apply feature on Canada’s official Job Bank.
This change impacts both employers and job seekers and is part of Ottawa’s wider efforts to tighten compliance with the LMIA process while ensuring Canadian citizens and permanent residents are given priority in the job market.
What Has Changed for Employers?
In the past, employers were required to:
Post LMIA-based jobs on the Job Bank for at least four consecutive weeks.
Advertise through at least two additional recruitment methods (e.g., company website, LinkedIn, or industry-specific job boards).
While this framework remains in place, the new rule makes Direct Apply mandatory. Employers must now:
Enable Direct Apply on all Job Bank postings.
Review and consider all resumes submitted through Direct Apply.
Failing to comply whether by disabling Direct Apply or ignoring applicants who apply through the Job Bank can result in:
Rejection of the LMIA application.
Restrictions on job postings that may prevent employers from meeting the four-week recruitment requirement.
Importantly, this policy applies retroactively to existing job postings. Employers who have active postings on the Job Bank should update them immediately to ensure compliance.
Why the Direct Apply Requirement Matters
The Direct Apply function makes it easier for Canadian citizens and permanent residents to apply directly for LMIA-based roles. This aligns with the government’s priority of ensuring that foreign workers are only hired when no Canadians are available for the job.
For employers, the new rules set a higher bar for recruitment compliance. Careful record-keeping of all applications, including proof that Canadian applicants were considered, will now be more critical than ever.
Impact on Job Seekers
For job seekers, this update is good news. The Direct Apply option allows applicants with a Job Seeker Plus account to apply directly on the Job Bank without navigating to multiple external websites or creating new accounts.
This means:
Faster, streamlined job applications.
Increased transparency in the hiring process.
Easier access to opportunities with employers hiring under the TFWP.
Exceptions to the LMIA Advertising Requirement
It’s important to note that not all LMIA-based jobs require advertising. Common exemptions include:
Certain academics (visiting professors, post-doctoral fellows, guest lecturers).
Camp counsellors.
Select roles in the entertainment sector.
In-home caregivers.
For a full list of LMIA advertising exemptions, consult the Government of Canada’s official guidelines.
Why This Change Now?
The Temporary Foreign Worker Program plays a vital role in addressing labour shortages in sectors like agriculture, caregiving, and manufacturing. However, the program has faced criticism over concerns about wage suppression and reliance on temporary labour.
The new Direct Apply requirement is Ottawa’s response to ensure employers make genuine efforts to hire Canadians first and to support the government’s broader plan to reduce the number of temporary residents in Canada.
At Rio Immigration, we understand that LMIA compliance can be complex. With new advertising rules in place, employers must be more vigilant than ever in their recruitment efforts.
Whether you’re an employer navigating LMIA advertising requirements or a job seeker exploring LMIA-based opportunities, our team can guide you through every step of the process.
📞 Contact Rio Immigration today to stay compliant, avoid costly mistakes, and move forward with confidence.
