If you’re hiring for a local role in Southern Alberta — like I am for a Business-to-Business (B2B) sales position based in Lethbridge — you might have noticed the same thing I have: a surprising number of applicants coming from far-off places, especially Ontario. Many of these are realtors or salespeople looking for work, and it raises a few questions. Why are so many people from across the country applying for a B2B sales job that clearly needs someone local? And should you even be considering them?
Let me share a bit of what I’ve learned from running these job ads and watching the hiring response.
First off, it’s no secret there’s been a big migration happening in Canada over the last few years. Alberta has been a magnet for people from other provinces, with Ontario leading the way. Plenty of folks are looking for more affordable housing and new job opportunities out here. Housing prices in places like Toronto or Ottawa can be downright daunting, especially for young folks and mid-career professionals wanting a better shot at owning their own home.
That migration shows up in the job market too. I’ve received applications mostly from Ontario, many of whom are realtors. It makes sense — the Ontario real estate market has cooled down and slowed significantly compared to Alberta’s recovery and growth. These individuals are looking for a fresh start and see Alberta as a place where they might build a future.
Here’s where it gets tricky, though. The job I’m hiring for is very much a local gig. It’s Business-to-Business sales — meaning you need to be able to walk into local businesses in Lethbridge, introduce yourself, and start building relationships face to face. That kind of work really can’t be done from a distance. It requires someone who knows the area, understands the business community, and is comfortable knocking on doors — figuratively and sometimes literally.
So why the flood of Ontario applicants? Some are obviously hoping the job might justify a relocation. Others might be applying widely online without really thinking about geography or move logistics — job sites make that easy. But the reality is, moving from Ontario to Alberta just for a local B2B sales role is a big gamble, both financially and personally.
For those of us hiring in smaller markets, it’s critical to focus on candidates already nearby. We want people invested in the community and ready to hit the ground running from day one. While it’s tempting to consider applicants willing to move, the costs and risks usually outweigh the benefits in these cases.
In short: yes, the Ontario economy—especially the real estate market—has its challenges right now. People are looking west for opportunity, and Alberta has been a shining beacon for some. But when it comes to hiring for roles that demand local presence and persistence — like B2B sales in Lethbridge — it’s best to stick close to home.
If you’re dealing with the same thing, keep your guards up and your hiring criteria tight. It’ll save you headaches and help you find the right fit—locally.