Truss bridges global talent with Wisconsin roots

In the tech sector, global hiring is often synonymous with established hubs like India and Latin America. Wisconsin-based Truss is charting a different course. Founded in 2022, Truss is connecting U.S. and U.K. businesses with tech talent in emerging markets such as Uzbekistan, Georgia, Kazakhstan, Azerbaijan, and Armenia.

Building a bridge from Wisconsin to the world

Serial entrepreneur Eric Hoopman knows that tech companies can thrive in Wisconsin, despite the region often being overlooked in favor of coastal hubs. With Truss, Hoopman aims to prove this once again.

“Our mission is twofold,” cofounder and CEO Julia Collins said. “We want to prove that successful tech companies can be built out of Wisconsin while also providing life-changing job opportunities in regions that have been overlooked in global hiring.”

A proven model for success

Hoopman launched Oshkosh-based DealerFire, an automotive digital marketing firm, in 1999 and exited the successful company in 2015. He did this, in part, with the help of an international staff of IT experts. That experience laid the groundwork for Truss’ approach to technology staffing. DealerFire scaled by tapping into Uzbekistan’s talent pool, demonstrating the viability of international hiring beyond the usual tech hotspots. Truss builds on this model, working directly with governments and training programs in emerging markets to prepare talent for global roles.

Hoopman, along with Uzbekistan tech leader Farrukh Umarov, partnered with Collins and Kadir Fuzaylov to launch Truss under the umbrella of Lincoln Labs, a Wisconsin-based venture studio.

Uzbekistan has played a key role in the development of the company. The country, which gained independence in 1991, has heavily invested in tech education and workforce development. Truss works with local training programs and benefits from government incentives designed to attract foreign employers.

Navigating the challenges of global hiring

Unlike many companies that source international labor solely for cost-cutting, Truss prioritizes long-term workforce development and retention. “One of the biggest challenges for U.S. companies hiring in Latin America is retention,” Collins explained. “Talent there is in such high demand that job-hopping is common. In contrast, when we bring an opportunity to someone in Uzbekistan, it’s often a life-changing opportunity. They are incredibly committed.”

Truss rigorously screens candidates, requiring strong English proficiency as a non-negotiable standard. While it’s a high bar, the firm sees it as essential for effective collaboration with U.S. businesses.

Looking ahead to 2025

As Truss moves into the new year, the company is focusing on scaling its operations and refining its sales strategy. “It is challenging to build a repeatable sales process,” Collins said. “Now, we’re working to increase brand recognition and convert more companies into long-term clients.”

Truss is already making an impact, working with companies such as Sunrun, Businessolver, and Caret Legal to expand their tech teams. By offering a sustainable hiring solution that benefits both growing businesses and emerging economies, the company is well-positioned for continued success.

With its local headquarters and a global reach, Truss exemplifies how Wisconsin ingenuity and international collaboration can drive the next wave of tech innovation.

To learn more about Truss, connect with the company here.