A growing company pins its success on rural workers who have 'grit, grind. . . and aptitude.'

The Provalus website boasts about the company's commitment to "revitalizing historically underutilized business zones in rural downtown communities." (Provalus graphic)

Instead of outsourcing work to other countries, big-business service partner Provalus establishes offices in rural towns in the U.S., where it "finds people who are eager for jobs that will teach them 21st-century skills but who have few opportunities," reports Lauren Weber of The Wall Street Journal. The company's unusual playbook could become a "model for creating jobs in often-overlooked pockets of the country."

Provalus provides insurance-claims processing, cybersecurity, IT help desk coverage and other services to larger companies that need additional support. The company is intentionally expanding into rural America, where it works to identify potential employees with aptitude rather than requiring years of experience.

Chuck Ruggiero, the company's founder, told Weber, "There is an untapped labor market in rural America. They have the grit, the grind, and many have the aptitude."

The company's fourth location in Tahlequah, Oklahoma, which opened in 2022, is an example of an area that aligns with the niche demographics Provalus seeks out. Weber explains, "No major highways or railroads run through Tahlequah. The 16,000-person town in northeastern Oklahoma has a poverty rate of 20.3%. . . . The average individual income hovers around $30,000."

As an employer, Provalus competes with area retailers and restaurants for workers and pay usually starts around $13 to $14 per hour. But unlike many hourly jobs, the "wage potential at Provalus is high for some, and the benefits package is generous," Weber reports. "Health insurance costs $1 per paycheck. For the first six months, employees receive scheduled raises every 60 days."

Provalus clients such as Chick-fil-A and the Navy Federal Credit Union have signed up, at least in part, because they like the company's commitment to rural American workers. Weber adds, "They also reap the benefits of onshore services: Time zones line up, data is easier to protect, and site visits don’t require overnight flights."