Why WestJet’s new program shows you need union protection.

What’s in the L.I.F.T! Program?

WestJet says L.I.F.T! is about “support,” but here’s what it really means for you:

• Targeting: If you’re “selected,” you’re flagged as an underperformer.

• Extra Monitoring: More call listening, more evaluations, more check-ins.

• Paper Trail: Every “coaching note” becomes documentation management can use against you.

• Subjectivity: CCIS “standards” are whatever management says they are.

Today it’s called “coaching.” Tomorrow it could be a warning.

 

How Unifor Members at Air Canada & Aeroplan Are Protected

When management tried the same thing there, workers fought back with their union and won contract language that protects them:

No discipline based on KPIs or call metrics like handling time or quality scores.
Coaching can’t be turned into discipline without just cause.
Fair evaluation standards—if management misuses the system, the union can grieve.

The Difference Without a Union

• At WestJet, L.I.F.T! is whatever management wants it to be.

• You have no protection against metrics being weaponized.

• “Development programs” can easily become a pipeline to discipline or termination.

What a Union Means for You

• You get a say in the rules.

• You are protected from unfair targeting.

• You make sure coaching stays supportive—not disciplinary.

Air Canada and Aeroplan workers already proved it can be done.
Now it’s your turn.

Protect yourself. Protect your future

If you're not sure whether your card is still valid, or if you’re just getting started, reach out to an organizer and we’ll help you check.

In solidarity,

Billy O’Neill
Unifor National Representative, Organizing
📞 416.605.1443
✉️ billy.oneill@unifor.org

Lucy Alessio
Unifor National Coordinator, Organizing
📞 416.998.3189
✉️ lucy.alessio@unifor.org

Don’t wait—click here to sign your card today!