Why Global Companies Hire Copywriters from Philippines

The Philippines has emerged as a premier destination for global companies seeking skilled copywriting talent, offering numerous strategic advantages:

• Exceptional English proficiency with the Philippines ranking among the top English-speaking countries in Asia, resulting in natural, idiomatic content
• Significant cost advantages with copywriting services available at 30-60% lower rates than in Western markets without sacrificing quality
• Cultural adaptability and deep understanding of Western perspectives due to strong American cultural influences
• Strong educational foundation with many Filipino copywriters holding degrees in communications, journalism, or marketing
• 24/7 operational capability with many Filipino professionals comfortable working schedules aligned with North American and European business hours

These advantages make Filipino copywriters particularly valuable for companies needing compelling marketing content, website copy, social media content, and other written materials that resonate with global audiences while managing costs effectively.

Who Should Consider Hiring Philippine Copywriters

Several types of organizations can particularly benefit from hiring copywriters based in the Philippines:

• Digital marketing agencies looking to scale their content production capabilities cost-effectively
• E-commerce businesses needing regular product descriptions, email campaigns, and promotional content
• SaaS companies requiring technical writing with marketing flair for complex products and services
• Content marketing firms seeking to expand their production capacity without proportional cost increases
• Startups and SMEs with limited marketing budgets but significant content needs for growth

These organizations can leverage Philippine copywriting talent to increase their content production volume, maintain consistent publishing schedules, and execute comprehensive content strategies without the premium costs associated with Western-based writers.

Key Skills and Specializations for Copywriters

Philippine copywriters offer expertise across various content formats and industry specializations:

Many Filipino copywriters also specialize in specific industries like healthcare, finance, technology, or e-commerce, bringing valuable domain knowledge to their writing. This specialization allows them to create more authoritative, accurate content that resonates with specific target audiences.

Experience Levels of Philippine Copywriters

Entry-Level Copywriters (0-2 years)

Entry-level Filipino copywriters typically have strong language skills and basic marketing understanding. They can handle straightforward assignments like product descriptions, simple blog posts, and social media content under guidance. These writers generally require clear briefs and may need editorial supervision to ensure quality and strategic alignment. They’re ideal for high-volume, template-based projects where consistency and basic readability are the primary requirements.

Mid-Level Copywriters (3-5 years)

Mid-level copywriters bring more strategic thinking and marketing awareness to their work. They can develop brand voice guidelines, manage content calendars, and write more complex materials like landing pages focused on conversion. These professionals can work independently from concept to completion, conduct necessary research, and adapt to different brand voices effectively. They typically understand SEO principles, A/B testing concepts, and can make data-informed content recommendations.

Senior Copywriters (6+ years)

Senior Filipino copywriters demonstrate advanced strategic capabilities and often specialize in particular industries or content types. They can lead comprehensive content projects, develop messaging platforms, and create sophisticated campaigns across multiple channels. These professionals bring significant value through content strategy development, mentoring junior writers, and solving complex communication challenges. Many have experience with international brands and understand how to adapt messaging for different global markets while maintaining brand consistency.

Hiring Models to Choose From

When hiring copywriters in the Philippines, several employment models are available, each with distinct advantages depending on your content needs:

Many companies use hybrid approaches, combining these models based on content types, project timelines, and strategic importance. For example, using direct employment or EOR for core brand content while leveraging freelancers for specialized projects or seasonal needs.

How to Legally Hire Copywriters in Philippines

Global companies have two primary options for legally employing copywriters in the Philippines:

Entity Setup Approach

Establishing a legal entity in the Philippines requires registering with multiple government agencies including the Securities and Exchange Commission, Bureau of Internal Revenue, Department of Labor, and social benefit agencies (SSS, PhilHealth, Pag-IBIG). This approach makes sense for companies planning substantial, long-term operations in the Philippines with larger content teams.

Employer of Record (EOR) Solution

Using an Employer of Record service in the Philippines allows you to hire Filipino copywriters without establishing a legal entity. The EOR becomes the legal employer while you maintain day-to-day management of your writers. The EOR handles all compliance requirements including payroll processing, tax withholding, benefits administration, and employment contracts.

For companies seeking to hire Philippine copywriters without the complexity of entity establishment, the EOR model provides the most efficient path to compliant employment while minimizing administrative burdens. This approach is particularly suitable for content teams of 1-20 writers or companies testing the Philippine market before potentially establishing their own entity.

Step-by-Step Guide to Hiring Copywriters in Philippines

Step 1: Define Requirements

Clearly articulate the specific writing skills, experience level, and industry knowledge required. Define whether you need generalist copywriters or specialists in areas like technical writing, SEO content, or conversion copy. Create comprehensive job descriptions that specify required writing samples, relevant experience, and any necessary technical skills or platform knowledge.

Step 2: Select the Appropriate Hiring Model

Based on your content needs, timeline, and budget, determine whether direct employment, freelance arrangements, or an EOR model best suits your requirements. For ongoing content needs with dedicated writers, an EOR provides the most efficient path to compliant employment.

Step 3: Source Candidates

Leverage specialized content recruitment agencies, writing job platforms (ProBlogger, Contently), professional networks, and LinkedIn. Consider working with staffing agencies in the Philippines that specialize in creative talent. Target graduates from top Philippine universities with strong communications programs like University of the Philippines, Ateneo de Manila, and De La Salle University.

Step 4: Evaluate Writing Skills and Cultural Fit

Implement a structured assessment process including:

• Portfolio review of relevant writing samples
• Writing test aligned with your typical content needs
• Assessment of research skills and subject matter understanding
• Evaluation of English proficiency, especially for specific target markets
• Cultural fit interview to ensure alignment with your brand voice and values

Step 5: Onboard Successfully

Create a comprehensive onboarding program covering your brand guidelines, content strategy, editorial processes, and communication protocols. If using an EOR like Asanify, they will handle employment documentation, tax registrations, and compliance requirements while you focus on creative onboarding and integration. Consider creating detailed writer guidelines, providing access to example content, and scheduling regular feedback sessions to help new copywriters align with your expectations quickly.

For companies hiring multiple copywriters, using an EOR can significantly streamline this process. They can help create compliant job offer letters for remote EOR employees in the Philippines and manage the administrative aspects of employment while you focus on finding the right creative talent.

Salary Benchmarks

Copywriter compensation in the Philippines varies based on experience level, specialized expertise, and industry focus. The following table provides general benchmarks in Philippine Pesos (PHP) and USD equivalent:

Note that specialists with in-demand skills (technical copywriting, conversion optimization, regulated industry experience) typically command premium compensation. Companies often include additional benefits like flexible work arrangements, professional development opportunities, and performance-based incentives to attract and retain top copywriting talent.

What Skills to Look for When Hiring Copywriters

Technical Writing Skills

• Grammar and language proficiency: Impeccable English writing ability without grammatical errors or awkward phrasing
• Adaptable writing style: Ability to shift tone, voice, and complexity level for different audiences and channels
• Research capabilities: Skill in finding credible information and transforming technical subjects into accessible content
• SEO knowledge: Understanding of search optimization practices and keyword integration without sacrificing readability
• Editing and proofreading: Attention to detail and ability to self-edit effectively
• Headline crafting: Skill in creating compelling, clickable headlines that drive engagement

Marketing Awareness

• Audience understanding: Ability to write specifically for defined customer personas
• Persuasive writing: Knowledge of psychological triggers and conversion principles
• Call-to-action expertise: Skill in crafting compelling CTAs that drive desired actions
• Content strategy: Understanding how individual pieces fit into broader marketing goals
• Channel awareness: Knowledge of best practices for different distribution platforms

Soft Skills and Process Abilities

• Creative thinking: Ability to generate fresh approaches to common topics
• Feedback receptivity: Openness to critique and willingness to revise
• Time management: Reliability in meeting deadlines and managing multiple projects
• Cultural sensitivity: Awareness of cultural nuances for global audiences
• Collaboration: Ability to work effectively with designers, marketers, and subject matter experts
• Analytical thinking: Using data to inform content decisions and measure effectiveness

Legal and Compliance Considerations

Employment Classification

Proper employment classification is crucial when hiring Filipino copywriters. The Department of Labor and Employment (DOLE) has strict guidelines differentiating employees from independent contractors. Misclassification can result in significant penalties and retroactive benefit payments.

Intellectual Property Rights

Clear contractual agreements regarding content ownership are essential. Under Philippine law, copyright initially belongs to the creator unless explicitly transferred through written agreement. Ensure comprehensive intellectual property assignments are included in employment contracts.

Mandatory Benefits

Full-time employees in the Philippines are entitled to statutory benefits including:

• Social Security System (SSS) contributions
• PhilHealth (healthcare) coverage
• Home Development Mutual Fund (Pag-IBIG) contributions
• 13th-month pay (mandatory annual bonus)
• Vacation and sick leave allowances

Data Privacy Compliance

The Philippines has comprehensive data protection regulations under the Data Privacy Act of 2012. Since copywriters often access sensitive brand information and customer data, appropriate confidentiality agreements and data handling protocols are essential.

Navigating these requirements can be complex, especially for companies without established Philippine operations. Using an Employer of Record like Asanify ensures your employment practices remain compliant with all relevant regulations while reducing your administrative burden.

Common Challenges Global Employers Face

Cultural Nuance in Writing

While Filipino copywriters have excellent English skills, subtle cultural references or market-specific idioms may require additional guidance. Creating comprehensive style guides with examples of preferred phrasing, forbidden terms, and cultural context helps address this challenge.

Time Zone Management

The Philippines is 8-13 hours ahead of North American time zones and 6-7 hours ahead of most European time zones. This can create challenges for collaborative editing sessions or urgent content revisions. Establishing clear content delivery timelines, implementing asynchronous review processes, and defining emergency procedures helps manage these differences.

Maintaining Consistent Brand Voice

Ensuring multiple copywriters maintain a consistent brand voice requires deliberate processes. Creating comprehensive voice guidelines, implementing regular calibration reviews, and establishing clear approval workflows helps ensure content consistency regardless of which writer is assigned to a project.

Building Industry Knowledge

Filipino copywriters may initially lack deep knowledge of industry-specific terminology or regulatory requirements in certain sectors. Providing access to training resources, creating terminology glossaries, and pairing writers with subject matter experts can accelerate their learning curve and improve content accuracy.

These challenges can be significantly mitigated by partnering with an Employer of Record like Asanify, which understands the local market dynamics and can provide guidance on creating effective remote working environments, competitive benefits packages, and operational best practices.

Best Practices for Managing Remote Copywriters in Philippines

Create Comprehensive Documentation

Develop detailed brand guidelines, style guides, and content templates that clearly communicate your expectations. Include examples of both preferred and problematic content to illustrate your standards visually. Create accessible repositories of approved content that writers can reference when developing new materials.

Implement Structured Content Workflows

Establish clear processes for content briefing, research, drafting, review, revision, and approval. Use project management tools to track content through these stages and create accountability. Define service level agreements for turnaround times and revision cycles to set clear expectations.

Provide Continuous Feedback

Schedule regular feedback sessions beyond standard revision requests. Conduct periodic content audits to identify patterns in strengths and improvement areas. Create opportunities for copywriters to receive both written and verbal feedback that helps them understand not just what to change, but why changes are needed.

Foster Brand Immersion

Help remote copywriters deeply understand your brand by providing access to customer research, competitor analysis, and strategic marketing documents. Consider virtual brand immersion sessions where writers can interact with product teams, customer service representatives, or even customers to develop authentic understanding of your value proposition.

Build Community Among Writers

Create opportunities for your Philippine copywriters to collaborate and learn from each other. Establish peer review systems, virtual writing workshops, and knowledge-sharing sessions. Recognize and celebrate exceptional content to motivate continued quality improvement.

Invest in Professional Development

Support ongoing skill development through access to courses, workshops, and industry events. Create learning paths aligned with your content needs, whether in SEO writing, conversion copywriting, or technical communication. This investment improves content quality while enhancing retention of top talent.

Why Use Asanify to Hire Copywriters in Philippines

Asanify provides a comprehensive solution for companies looking to hire Filipino copywriters without establishing a legal entity:

• Compliant Employment: Asanify ensures all hiring adheres to Philippine labor laws, tax regulations, and statutory benefit requirements, eliminating compliance risks.
• Streamlined Onboarding: From offer letters to tax registrations, Asanify manages the entire employee onboarding process efficiently, reducing time-to-productivity for your content team.
• Competitive Benefits Administration: Asanify provides market-appropriate benefits packages that help attract and retain top copywriting talent in the competitive creative field.
• Payroll Management: All aspects of payroll, including tax withholding, statutory deductions, and 13th-month pay calculations are handled seamlessly, ensuring accurate and timely compensation.
• Risk Mitigation: Asanify reduces your exposure to employment compliance risks, contractor misclassification issues, and intellectual property disputes through proper contract structuring.
• Local HR Support: On-the-ground HR expertise provides guidance on local employment practices, performance management approaches, and cultural considerations relevant to creative professionals.
• Scalable Solution: Whether hiring one copywriter or building a content team, Asanify’s EOR solution scales with your needs without additional legal complexity.

As your Employer of Record in the Philippines, Asanify simplifies global expansion by allowing you to focus on managing your creative talent while we handle all employment administration and compliance requirements. Our understanding of both Philippine employment regulations and the specific needs of creative professionals ensures a smooth hiring and management experience.

FAQs: Hiring Copywriters in Philippines

What qualifications should I look for in Filipino copywriters?

Look for candidates with degrees in communications, journalism, English, or marketing from reputable Philippine universities. For experienced hires, prioritize those with demonstrable results from previous content campaigns, relevant industry experience, and a portfolio showcasing versatility across different content formats. Many top Filipino copywriters have worked with international brands or digital marketing agencies.

How proficient are Filipino copywriters in American/British English?

Most Filipino copywriters are highly proficient in American English due to the strong US cultural influence in the Philippines. Many can adapt to British English conventions when required. However, it’s still advisable to specify your preferred English variant in style guides and provide examples of terminology differences relevant to your industry.

What is the typical hiring timeline for copywriters in the Philippines?

Traditional hiring typically takes 3-6 weeks from job posting to onboarding. Using an EOR like Asanify can reduce this to 1-2 weeks by eliminating entity setup and streamlining the administrative process. The market for skilled copywriters is competitive, so moving efficiently through the recruitment process is advantageous.

How can I test a candidate’s writing abilities effectively?

Implement a multi-stage assessment process: First, review their portfolio for relevant experience. Then, assign a brief writing test that mirrors your typical content needs (e.g., product description, blog post, email sequence). Finally, conduct an interview focusing on their writing process, research approach, and ability to accept feedback. Consider paid trial projects for senior roles before making long-term commitments.

Can Filipino copywriters handle specialized technical or industry-specific content?

Yes, many Filipino copywriters specialize in technical fields like SaaS, healthcare, finance, or e-commerce. Those with specialized expertise typically have relevant educational backgrounds or have developed domain knowledge through previous roles. For highly technical content, look for writers with demonstrated experience in your industry and provide comprehensive resources to support their subject matter understanding.

What content management systems are Filipino copywriters typically familiar with?

Most experienced Filipino copywriters are proficient with WordPress, the most widely used CMS globally. Many also have experience with other common platforms like Shopify, Wix, or HubSpot. For specialized enterprise systems, brief training may be necessary. Technical adaptability is generally high, so system-specific skills can be developed quickly with proper guidance.

How do I protect my company’s intellectual property when working with remote copywriters?

Include comprehensive IP assignment clauses in employment contracts, ensuring all content created belongs to your company. When using an EOR like Asanify, they can help draft appropriate IP clauses that comply with Philippine law. Implement secure document management practices and clear confidentiality agreements to protect sensitive information shared during the content creation process.

What are the mandatory benefits I must provide to Philippine copywriters?

Required benefits for full-time employees include Social Security System (SSS), PhilHealth, Pag-IBIG contributions, 13th-month pay, and statutory leaves. Competitive employers typically offer additional benefits like private health insurance, performance bonuses, and professional development allowances. An EOR can advise on creating attractive, compliant benefits packages tailored to creative professionals.

How can I ensure copywriters meet deadlines across time zones?

Implement clear content calendars with buffer time built into deadlines. Use project management tools with time zone awareness to avoid confusion about due dates. Consider establishing standard delivery times that work for both teams (e.g., end of Philippines workday/beginning of US workday). Some copywriters may be willing to adjust their schedules for partial time zone overlap when needed for collaborative projects.

What technology and tools should I provide to remote copywriters?

Essential tools include reliable content management systems, grammar checking software (Grammarly, Hemingway), and collaborative editing platforms (Google Docs). Consider providing access to SEO tools, stock image subscriptions, and research databases relevant to your industry. Cloud-based project management systems facilitate workflow transparency and accountability.

How can I build a strong content team culture with remote Filipino copywriters?

Schedule regular team meetings that focus on both work and relationship building. Create opportunities for knowledge sharing through content workshops or peer review sessions. Recognize exceptional work publicly and provide growth opportunities through increasing responsibility or specialized projects. Consider occasional in-person team gatherings when feasible for deeper relationship building.

Conclusion

Hiring copywriters in the Philippines offers global companies access to skilled creative talent at competitive costs. The combination of strong English proficiency, cultural adaptability, and marketing knowledge makes Filipino copywriters valuable partners in developing compelling content that resonates with global audiences.

While navigating Philippine employment laws and establishing effective remote work practices presents some challenges, solutions like Employer of Record services provide a streamlined path to compliant hiring without the need to establish a local entity. By understanding the unique aspects of the Philippine talent market and implementing appropriate management practices for remote creative teams, companies can build high-performing content operations that deliver significant value.

Whether you’re hiring a single copywriter or building a comprehensive content team in the Philippines, the right approach to recruitment, onboarding, and management will position your organization for success in today’s content-driven marketing landscape.

Not to be considered as tax, legal, financial or HR advice. Regulations change over time so please consult a lawyer, accountant  or Labour Law  expert for specific guidance.