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Using LATAM Talent to Expand Into Spanish-Speaking US Markets

As U.S. demographics continue to shift, Spanish-speaking consumers have become a major economic force. With over 62 million Hispanics living in the United States—many of whom are bilingual or Spanish-dominant—brands that fail to localize their services for this audience risk falling behind. The question is: how can companies effectively serve this market without increasing overhead or building a physical presence in every Hispanic-majority region?

The answer lies in Latin American (LATAM) talent—a rich pool of culturally aligned, bilingual professionals ready to help you scale customer service, sales, marketing, and operations for Spanish-speaking U.S. markets.

Why Spanish-Speaking U.S. Consumers Matter

  • $2.8 trillion in annual economic output (as of 2022) — making U.S. Latinos the fifth-largest economy in the world if they were a separate nation.
  • Over 70% of U.S. Latinos speak Spanish at home, and many prefer to interact with brands in their native language.
  • Trust and cultural nuance matter more than ever in sectors like healthcare, education, financial services, and e-commerce.

Why LATAM Talent Is the Perfect Fit

1. Language and Cultural Fluency

Professionals from countries like Mexico, Colombia, Argentina, and Peru bring not just Spanish fluency, but deep cultural alignment with U.S. Latinos—many of whom share heritage or dialectal similarities.

2. Time Zone Compatibility

Working with LATAM teams allows for real-time communication with U.S. customers, unlike outsourcing to regions in drastically different time zones.

3. Cost-Efficiency Without Quality Loss

Salaries in LATAM remain highly competitive for U.S. companies, allowing you to scale bilingual operations without the cost burden of U.S.-based hires.

Use Cases by Department

Sales & Lead Generation

Use nearshore SDRs (Sales Development Reps) to reach out to Spanish-speaking customers in a way that feels natural and personal.

Customer Support

24/7 multilingual support becomes possible with LATAM-based teams, increasing customer satisfaction and loyalty.

Marketing & Content Creation

Create regionally appropriate ads, social media, and campaigns that resonate with Hispanic audiences.

Compliance & Admin Support

Hiring Spanish-speaking legal and HR professionals from LATAM helps ensure compliance with Spanish-language documentation and diversity initiatives.

How to Get Started

You don’t need to open an entity or deal with the complexity of cross-border compliance. With an Employer of Record (EOR) or outsourcing partner, you can legally hire LATAM talent and be fully compliant with local laws in just days.

Explore more about how Global Touch helps U.S. companies recruit and onboard LATAM professionals quickly and compliantly.