If offshoring still conjures up images of call centres and cost-cutting, Reuben Brennan wants to shift your mindset with strategic insight from a full workforce partner. As CEO of PeoplePartners, Reuben’s message is clear: offshoring isn’t just about saving money, it’s about unlocking a better, smarter way to grow.
In this conversation, Reuben dives deep into what business owners truly need in a BPO relationship: a full workforce partner. From correcting outdated perceptions to going over strategic org design, his insights make the case for a new kind of offshoring; one that’s transparent, makes an impact, and built to last.
Reuben’s perspective is shaped by having helped hundreds of businesses, from scrappy startups to mature organisations, realign how their teams function. And through this, he’s learned that most offshoring relationships don’t fail because of the hire. They fail because there’s no one guiding the bigger picture.
1. The Real Metric of Success: People at the Centre
Reuben’s first insight is plain and simple: the entire client experience hinges on one hire. Not the tech stack. Not the sales process. Just one human being placed into one role. If that hire fails, the whole relationship may unravel.
That’s why PeoplePartners doesn’t just match resumes to job descriptions. Its approach is rooted in understanding the DNA of a client’s business and ensuring the talent fits not just the role, but the culture, tools, and future growth goals.
He frames it as high stakes:
“If their first hire underperforms, it could be the end of their offshoring journey. We need to get that right the first time.”
This people-first approach is core to how PeoplePartners designs roles and structures teams.
And it’s not just about technical fit. Reuben underscores the importance of emotional and cultural alignment. “We want staff members who not only can do the job but want to champion your mission.”
When onboarding goes right, Reuben says, “you’ve got a team member who isn’t just executing tasks, but improving them, suggesting innovations, and growing into leadership.”
2. Set the Buying Criteria with a Full Workforce Partner
One of the most strategic moves a BPO can make, Reuben explains, is to guide how potential clients think about their decision. PeoplePartners positions itself not just as a vendor, but as a benchmark setter.
Where competitors might push a cheap monthly fee and a one-size-fits-all “VA,” PeoplePartners does the opposite:
We don’t pull from a bench, every role is recruited bespoke. Another is that we offer transparent pricing, so clients know exactly what their staff is earning. Last but not the least, we build for long-term team success, not one-off fills.
This approach flips the power dynamic. Clients stop looking for the lowest price and start looking for the highest fit.
That’s why many business owners looking for a full workforce partner turn to PeoplePartners.
Reuben also notes this strategy is especially powerful in search-driven channels like Google Ads: “People are looking for a staff member, but what they really need is a smarter staffing philosophy.”
And the more clearly PeoplePartners communicates these differentiators, the more qualified the leads become. “The right clients want alignment, not shortcuts,” Reuben adds.
3. Global Staffing, Not Just Call Centres
Too many prospects, Reuben says, equate offshoring with voice roles or low-skill virtual assistants. He’s working to reset that narrative.
“Call centres are just one slice of the pie. The real opportunity is building entire departments offshore, with the right systems in place.”
That includes hiring:
-Bookkeepers who’ve used your exact tech stack
-Marketers who’ve worked in your niche
-Ops managers who think strategically, not just execute.
Reuben shares that this reframing often happens in conversation. “We’ll hear a client say, ‘We just need someone to take over X,’ and within 15 minutes, we’ve mapped out an entire leaner, more effective department.”
To see the diverse range of departments PeoplePartners supports with strategic offshoring, take a look at Services page.
4. Transparent Pricing Is the Hidden Retention Strategy
Reuben believes retention starts with transparency. That’s why PeoplePartners shows clients exactly how much their offshore team members are paid, and why.
Not only does this empower clients to participate in growth conversations (like pay raises or career paths), it builds long-term trust. “Every client wants tenure. But you can’t build tenure if your team member is underpaid and you don’t even know it.”
This kind of visibility encourages more responsible, future-ready leadership. “If we’re talking about loyalty, transparency is the price of entry.”
5. The Full Workforce Partner Advantage
Reuben also emphasizes how future trends like AI and automation are reshaping the workforce.
“AI is disrupting the enterprise BPO space. But for SMEs? It’s a value multiplier. Our staff are moving up the value chain.”
He believes BPOs that integrate these tools, while still offering human guidance, are the ones that will win long-term.
Rather than seeing AI as a threat, Reuben sees it as fuel for smarter teams.
“You’ll see org charts evolve. Some roles will disappear, but others will be redefined with tech in mind. We’re not just helping companies fill gaps, we’re helping them future-proof their workforce.”
If you want help redesigning your org chart on which roles to offshore (and which to keep onshore) based on what’s working for hundreds of other clients, then you’re in the right place.
Reuben also introduces the concept of seasonal strategy: recognising that every business goes through winter and spring.
“Our role changes depending on whether you’re trying to survive or scale. In spring, we help you grow faster. In winter, we help you stay lean, without sacrificing momentum.”
Reuben sees a clear distinction in how AI is impacting different segments of the BPO world. At the enterprise level, AI is automating at scale. But for small and medium businesses, it’s enabling their global teams to do more, not less.
For example: Content writers can now deliver faster, data analysts can extract insights more efficiently, and admin staff can automate repetitive processes.
Instead of shrinking global teams, AI is raising the bar for what those teams can deliver. But only if the business, and the BPO, knows how to adapt.
He also sees this as a call for re-engineering org charts around roles, not job titles. “In five years, org charts will look totally different. You’ll see AI tools and offshore teams working in lockstep to unlock real growth.”
He leaves us with a challenge:
“Offshoring isn’t a back-office move anymore. It’s a front-foot strategy for leaders who want to win the next decade.”
Strategy, Not Just Savings
Reuben’s vision is bold, but it’s grounded in results. He’s not interested in volume hiring. He’s building something else entirely: a smarter, more ethical way to grow through people.
Whether it’s redefining what clients expect from offshoring or helping them re-engineer outdated roles, he’s focused on long-term outcomes, not shortcuts.
“Businesses that win won’t be the ones with the biggest teams, but the ones with the best-structured ones.”
If you’re ready to build that kind of team, don’t just look for a staffing vendor, look for a full workforce partner.
Want a partner who helps you rethink your workforce from the ground up? Book a Call with PeoplePartners today.
