Understanding Filipino Culture | Effective Communication with Virtual Assistants

Understanding Filipino culture goes hand in hand when hiring a virtual assistant in the Philippines.

With 95% of its population able to speak English, the Philippines has become the preferred choice for business owners looking for great VAs. But we all know cultural differences can present huge challenges in the workplace and in effective communication with virtual assistants.

So if you’re planning to onboard a Filipino VA, or already working with one, you better watch our latest video to understand Filipino culture better!

Or you can continue reading and find out what exactly shapes many Filipinos’ behaviour and work ethic.

We’ll even provide tips for effective communication and outsourcing to the Philippines. Whether you need a VA to specialise in administration tasks, customer service, social media, or more, you’ll find our insights 100% useful.

We’ve been working with Filipino Virtual Assistants for over a decade, so we do know a thing or two about them. 😉

Outsourcing to the Philippines and the “Pinoy” Culture

Francis Cardona, one of our amazing Media Production and Operations staff, works from the Philippines.

Around 13% of the world’s virtual assistants are Filipinos. And it’s not just because Pinoys are friendly (although they really are).

The term “Pinoy” is a Tagalog colloquial term Filipinos use to refer to themselves and other Filipino-affiliated items. So there’s Pinoy food, Pinoy karaoke, Pinoy colleagues…

And then, there’s Pinoy culture! ✌️

Thanks to their country’s long history with the US, Filipinos are known for their impeccable English skills. But they also have a distinctly Hispanic background because of an even longer history with the Spanish (333 years of it, to be exact).

And that’s not counting the pre-colonial roots that many indigenous tribes are trying to protect. And then, there are the Chinese and Japanese influences carried over from centuries of trading and the Second World War…

We know it’s a lot. Filipinos are Pacific Islanders, Hispanic, Asian, and many other identities all at once. They bring a vibrant cultural perspective to the table.

Right now, you might be thinking, “How does this relate to my virtual assistant?” 🤔

To ensure effective communication and a successful working relationship with your Pinoy VA, it’s crucial to understand and embrace these cultural nuances.

At Outsourcing Angel, we’ve connected amazing Filipino VAs to business owners globally for over 10 years. And after all that time, we keep discovering new and important aspects of Filipino culture that help us understand our staff better.

Respect for Age and Hierarchy

Showing respect for elders and authority figures is an integral part of Filipinos’ daily life. So much so that it’s embedded deep in their language. 🙇

They use honorifics like “Ate” (big sister) and “Kuya” (big brother) with strangers and colleagues despite the lack of relation. The words “opo” and its shortcut “po”, which are used to denote respect for elders and important figures, are forever present in polite conversation.

This cultural value also extends to the workplace, where age and hierarchy are greatly respected. So if you’re working with a virtual assistant from the Philippines, don’t be surprised if they show great deference to those in leadership positions.

This is great for virtual assistant management and virtual assistant training but it could also be contributing factor to why some Filipino VAs may not always speak up in a group setting.

Often, this trait is mistaken for a lack of assertiveness, but it’s only a reflection of upbringing and cultural norms. It doesn’t mean Filipino VAs aren’t willing to contribute to the team’s success.

And this deep respect does not mean Filipino VAs lack initiative or creativity!

On the contrary, we’ve witnessed firsthand their resourcefulness and dedication to work time and time again. 🧑‍💻

If you want to empower your Filipino virtual assistants so they break out of their shells more often, continue reading to discover our tips for outsourcing to the Philippines!

Utang na Loob Mentality

Another important aspect of Filipino mentality is “utang na loob,” which roughly translates to debt of gratitude or sense of obligation. Taken word for word, it means “dept of the inner self.”

Here are examples of how it works: A person might have an utang na loob to their friend who referred them to a well-paying job. Or someone might have an utang na loob towards a cousin who lent them money during a rough time. In extreme cases, you might even feel a deep utang na loob to someone who saved your life. 😲

For virtual assistants in the Philippines, this cultural trait often manifests as going above and beyond their duties out of a strong sense of loyalty and gratitude to their employers. They often want to meet (if not exceed) clients’ and managers’ expectations. Now, wouldn’t love that in a virtual assistant? 🤩

But this intense gratitude can also lead to Filipino VAs feeling hesitant to speak up or raise concerns, especially about their workload or general work conditions.

It’s not a matter of being unable to speak up, either. Your Pinoy VA already knows they can raise concerns. Most probably, they’re just unsure whether you’ll take offence if they do.

So as a business owner, you must create a safe space for your Filipino VAs. Doing so will help them feel freer to communicate their needs and deliver even better work!

Younger and more modern Filipinos, meanwhile, view this trait differently. 👀

While this debt of gratitude remains a crucial aspect of their identity, they also value independence and individuality. This shift in perspective reflects the country’s growing openness to new ideas and perspectives.

Either way, this cultural trait of obligated gratitude makes for an extremely dedicated workforce! 💪

Emphasis on Familial Ties

Outsourcing Angel’s webmaster Jon Martiniano attends one of our many virtual parties with his wife and daughter.

Family is deeply ingrained in Filipino culture. So it’s not uncommon for virtual assistants to prioritise their family obligations, and this can sometimes impact their work schedule.

But this does not mean they are any less committed to their job!

Filipino VAs may work even harder to provide for their loved ones, which makes their dedication to their work all the more impressive. 💯

This emphasis on building strong personal relationships also translates into their workplace behaviour, virtual or otherwise.

Filipinos usually build strong, personal relationships with colleagues and clients, which is crucial in the VA industry. After all, you can only provide exceptional service if you’re well-acquainted with who you’re working for!

Our main takeaway for you in this section is this: any business owner working with Filipino VAs should respect the significance of familial ties in their culture. Being flexible with their work schedule when necessary, for example, can go a long way in building a lasting professional relationship.

Community cooperation a.k.a Bayanihan

Back in the day, Filipinos helped move each other’s houses from one location to another using bamboo poles—and a lot of community effort. (Digital art source)

Every young kid who went to school in the Philippines learned the term “bayanihan” early on. Here’s what they were told:

The term came from the Tagalog word “bayan,” meaning community or town. Back in the day, Filipinos performed bayanihan literally. They helped neighbours move houses from one location to another, using large bamboo poles positioned across one shoulder.

And back then, houses were usually made out of nipa, a type of palm. This made it a little easier to do the physically challenging task. But aside from that, the cultural practice wouldn’t at all be possible without everyone in the community pitching in! 🤝

The word’s meaning has since changed to represent something more intangible: the collective spirit of Filipino people working together towards a common goal. Today, Filipinos understand bayanihan as a cultural value centred around the idea of community cooperation and mutual support.

Whether it’s building a house, helping a family in need, or supporting a local project, we could call that bayanihan. It could be why most Filipinos form such a steadfast community while working overseas—or virtually.

Sure enough, our Filipino virtual assistants are never a solo act at Outsourcing Angel! They have a network where they ask each other for tips and advice about new digital tools, applying techniques, and other tricks to do their jobs even better.

Outsourcing Angel has dedicated learning channels for Virtual Assistants to learn about AI tools and more.

This tendency to help fellow Filipinos makes virtual assistant management even easier.

We also make collaboration much easier for them by assigning a Virtual Assistant Manager (VOM) for each VA and client as part of our 6-stage hiring process.

But it doesn’t stop there. Outside of our scope of work, we also strive to embody the spirit of bayanihan through our charity work.

Since 2013, we’ve donated 10% of our profits to initiatives such as clean water projects and solar panel installations in poorer communities in the Philippines.

Bimboy, founder of the non-profit group Tribu ni Bro (TNB) and our man on the ground, distributes “Back to School Essentials Kit” to Filipino kids in September 2022. Our monthly contributions made it possible to get this kit to 165 children belonging to 11 indigenous communities.

We also partner with organisations such as the Virlanie Foundation in Manila to provide internships and workshops to underprivileged youth. These programs equip students with the skill set to find part-time or full-time job opportunities.

The best part? Many Outsourcing Angel clients have also become our sponsors in these initiatives, which we call #OALoveProjects. Now that’s real bayanihan at work! 🥺

👉 Related: Read about Outsourcing Angel’s charity work in the Philippines.

Tips for Effective Communication with Virtual Assistants

Now your understanding of Pinoys and the Filipino culture is a bit better. So let’s go straight to tips on effective communication and how to work with a virtual assistant from the Philippines!

Foster a supportive environment

Your Filipino VA may have a tendency not to rock the boat, so it’s important to make them feel safe to express their thoughts and ideas. Encourage them to speak their mind with a feedback system that acts as their safe space for virtual assistant training. And make a point of showing you value their contributions!

A simple thank you or an acknowledgement of a job well done will go a long way with them. And if your Filipino VA is particularly shy, reassurance is key.

By doing this, you’ll not only get the best out of them but also foster a strong and mutually beneficial relationship.

Lead with kindness

Filipinos really value politeness and respect. So if you want to how to work well with a virtual assistant, just remember that leading with kindness is crucial.

Filipinos already have a general deference to authority. So chances are you’ll further increase your standing in their eyes with this approach!

Instead of being critically blunt, try to provide guidance and feedback in a way that is kind, even when addressing areas for improvement. This will help you create a two-way trust system built on mutual respect.

Build a friendly relationship

If you take the time to build personal relationships when hiring a virtual assistant in the Philippines, it will usually encourage them to go the extra mile. And you’ll gain a valuable asset for your business. 😉

With that, providing exceptional service to your clients will almost be second nature.

Our long-time General Manager from the Philippines, Wendy Villar, with Outsourcing Angel CEO & Founder Linh Podetti.

Our strong remote work culture at Outsourcing Angel helps all of us be on friendly terms with each other. The management team, our Angel community (a.k.a. all our Filipino virtual assistants), and even our consultants all treat each other with appreciation. You get our wholehearted support from Day 1!

And just like any other workplace, there are challenges along the way. But it’s our willingness to be kind first that makes all the difference.

So now you have a good idea about how to work with a virtual assistant from the Philippines. Congratulations! 🥳

Filipino Culture Can Help Your Business Soar

Hiring a virtual assistant in the Philippines can be a rewarding experience for business owners. But it’s important that you first understand the unique cultural aspects that shape their behavioural tendencies and work ethic—so you know how to work well with a virtual assistant.

Their innate sense of gratitude, strong ties to family, the instinct for community effort, and more—all these things are values you can harness to take your business to greater heights.

By taking the time to learn about these traits in Filipino culture, you can implement effective communication and virtual assistant training strategies best suited for your VAs from the Philippines.

…And you can turn them into a highly productive and empowered team!

At Outsourcing Angel, we’ve had the privilege of working with Filipino virtual assistants and outsourcing to the Philippines for over a decade. And we know that—as with any business relationship!—building trust, respect, and understanding is your key to success.