Effective Communication with Filipino Virtual Assistants | Understanding PH Culture

The Philippines has become the preferred choice for business owners looking for virtual assistants. However, cultural differences can present huge challenges in the workplace and in effective communication with Filipino VAs.

Feel free to watch our video below to understand Filipino culture and communication better!

You can also continue reading and learn more about these key takeaways:

Outsourcing to the Philippines and the “Pinoy” Culture

Outsourcing Angel staff at the annual company trip to the Philippines (November 2024).

Around 13% of the world’s virtual assistants are Pinoys.

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, etc.

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 a 300-year history with the Spanish.

There’s also 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.

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.

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

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 management and training but it could also be a 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 🧑‍💻

Utang na Loob Mentality

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

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

Important note: your Filipino 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 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.

👉 Related: 100 Tasks To Outsource To Your Virtual Assistant

Emphasis on Familial Ties

Long-time admin staff Jon Martiniano usually attends Outsourcing Angel’s virtual parties with his wife and daughter.

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

But it doesn’t mean they’re less committed to their job; Filipino VAs may work even harder to provide for their loved ones.

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!

Ay business owner working with Filipino VAs should respect the significance of familial ties in their culture. For example, being flexible with their work schedule when necessary 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 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 then, most houses were made out of nipa, a type of palm. Filipinos performed bayanihan literally: they helped neighbours move houses from one location to another, using large bamboo poles positioned across one shoulder.

This 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.

It could be why most Filipinos form such a steadfast community while working virtually!

Our Filipino virtual assistants are never a solo act at Outsourcing Angel. We’ve given them a network where they ask each other tips and advice about digital tools, techniques, and other resources to do their jobs better.

We have dedicated learning channels for Filipino VAs to learn about AI tools and more.

This tendency to help fellow Filipinos makes virtual assistant management even easier. We also promote collaboration for our VAs by assigning each of them to a Virtual Assistant Manager (VOM) as part of our 6-stage hiring process. This gives clients a sense of assurance regarding their quality 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 skills to find job opportunities.

Our clients have also become our sponsors in these initiatives, which we call #OALoveProjects. Now that’s real bayanihan at work!

👉 Related: Outsourcing Angel’s Sustainable Development Goals

3 Tips for Effective Communication with Filipino VAs

Based on their culture, here are 3 more tips on effective communication with your Filipino VA!

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.

Make a point of showing you value their contributions, too! A simple thank you or an acknowledgement of a job well done will go a long way with them. If your Filipino VA is particularly shy, reassurance is key.

Lead with kindness

Filipinos highly value politeness and respect. If you want to work well with a virtual assistant, 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. You’ll gain a valuable asset for your business 😉

Providing exceptional service to your clients will almost be second nature with dedicated support from a Filipino VA.

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

👉 Related: How to build a strong remote work culture for VAs

Filipino VAs 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 that you know how to work best with them.

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 learning about these traits in Filipino culture, you can implement effective communication and training strategies best suited for your Filipino VAs.