Why IRCC’s “Did You Know?” Express Entry Social Push Misses the Mark

On the surface, this looks like a proactive push to attract global talent. But for those in the system, and those reporting on it, it completely misses the mark. 

The Express Entry IRCC is Selling

Did you know? We are looking for #SkilledWorkers to immigrate to Canada through these top 6 categories:

1.French-language proficiencyhttps://t.co/3sys1soi1h and social services occupationshttps://t.co/xEqe4RPZ67, technology, engineering and math (STEM) occupations… pic.twitter.com/BlapkQGe69

— IRCC (@CitImmCanada) September 29, 2025

The message is clear: Canada is looking for applicants in these six categories. But the campaign leaves out one critical detail – policy and practice don’t match the ad copy. 

The Disconnect Between Marketing and Policy

The issue is not that Canada doesn’t need skilled workers – of course it does. The problem is that IRCC’s marketing and IRCC’s policy are speaking two different languages. In 2025, only four categories are actually being selected for Express Entry draws: French, healthcare, education, and, more recently, trades. STEM and agriculture, despite being highlighted in the campaign, have not seen a single draw this year. 

Even among the categories that are active, volumes have been limited. 

Yes, French-language candidates have seen strong volumes. But other categories look very different: Healthcare category issued 7,500 invites, education just 3,500, and trades only 1,250.  

And, once more, louder this time: there is a family doctor working in Ontario for the last two years, sitting in the Express Entry pool, who still hasn’t received an invitation. EXACTLY HOW HARD ARE YOU LOOKING, IRCC?  

An Overflowing Pool

This disconnect becomes even starker when you zoom out. On the last count (September 28th), there were 250,993 candidates in the Express Entry pool. Nearly 25,000 of them have CRS scores of 501 or higher. These are not borderline cases – they are highly competitive candidates. Yet they remain stuck, month after month, waiting for a chance.  

I’m not suggesting every single one of those candidates represents the skilled workers IRCC says it’s looking for. But a decent number of them do. Just look at the healthcare draw: 2,500 invitations went out at a CRS of 470, but the cut-off date was April 23rd – five months before the draw took place. Applicants with a CRS of 470, but who submitted after the tie-breaking date, didn’t get a look-in. 

And before you come at me with the argument that lowering CRS scores isn’t an option, let’s be honest. French draws have gone lower, and historically cut-offs sat comfortably in the mid-450s, even lower (and that’s with job-offer points). So, this isn’t unprecedented. It’s just inconsistently applied.  

The Hidden Costs of “Free”

Then there’s the unspoken cost. While the IRCC post doesn’t frame the system as free, it certainly suggests it is accessible. The reality is far different. No one gets into the pool without spending serious money up front. 

An Educational Credential Assessment costs $200 – $300, and a language test adds another $300 – $400. That’s $600 or more just to qualify – before a candidate even clicks “submit.” For many skilled workers, this isn’t pocket change. It’s a significant investment that too often results in sitting in limbo. 

What an Honest Marketing Push Could Look Like

Because I’m feeling cheeky, I tried my hand at a post for IRCC. Spoiler: it’s not catchy, but at least it tells the truth. 

Did you know? Canada’s Express Entry isn’t really express. 🚨 

🇨🇦 Right now, IRCC is targeting: 

• French speakers 

• Healthcare workers 

• Educators 

• Skilled trades 

➡️ STEM & agriculture could join in 2026—or we might change the list entirely 🤷‍♀️ 

Creating a profile is free, but the eligibility documents needed will cost you- think hundreds. Plus, you’ll be up against 250K+ candidates, with no guaranteed invite, even if you’re highly qualified. 

But here’s the catch: you can’t be invited if you’re not in the pool. Policies shift fast, and no one knows who will be targeted next. 

And yes, IRCC, I’m available if you’d like to consult on your future marketing campaigns. 

All jokes aside, encouraging people to enter the pool isn’t inherently bad because it’s true that no one, not even IRCC, knows who will be targeted 6 months from now. But informing potential applicants properly is essential. Blanket-statement ads that use language misaligned with reality are damaging. They create false hope, kill trust, and leave those already stuck in the system even more frustrated. 

If IRCC truly wants more candidates to join Express Entry, the solution isn’t another marketing campaign. It’s action: be transparent and give applicants a genuine reason to believe their investment of time and money will pay off.