Q&A with Bobbie Racette

I’m originally from Regina, Saskatchewan. I spent most of my life moving between Regina and Indian Head, but when I turned 18, I felt the need to get out and find myself. So, I hitchhiked across Canada, the U.S., Mexico, and even Europe. That journey helped shape me into who I am today.

Eleven years ago, I moved to Calgary and worked in the Oil & Gas industry here in Alberta. But in 2016, when the recession hit, I was laid off. As an Indigenous, Queer woman with tattoos, I faced significant challenges in finding a job in administration, which was my background. So, I decided to create one for myself—and that’s how Virtual Gurus was born.

In the beginning, I started small, reaching out to potential clients through platforms like Kijiji and Craigslist, slowly building up the business. About two years later, I hired our first virtual assistant, and from there, we just kept growing. That’s when I realized that Virtual Gurus was more than just a business for me; it was a platform that could provide opportunities to people like me—those who had been told “no” their whole lives.

Today, Virtual Gurus is a two-sided talent marketplace that offers work to underserved and marginalized communities. Through the platform, we use artificial intelligence to match virtual assistants with businesses and entrepreneurs in need of support. It’s been a journey of turning obstacles into opportunities, not just for myself, but for others who’ve faced similar barriers.

My identity as an Indigenous Cree-Metis woman has deeply influenced my vision for Virtual Gurus and its mission to support truth and reconciliation. Coming from a background where I’ve witnessed firsthand the challenges Indigenous people face, I’ve always been driven to create economic opportunities that empower individuals and uplift underrepresented communities. This has shaped Virtual Gurus’ commitment to providing work-from-home opportunities, especially in Indigenous communities, helping people gain the skills they need while staying connected to their culture and land.

Our entire platform is about providing opportunities for underserved, underrepresented people – including in the Indigenous communities. Our top priority is supporting our virtual assistants and providing them with opportunities to advance in their careers. We’re actively engaging with Indigenous communities here in Alberta offering work-from-home opportunities, and teaching community members how to become virtual assistants while staying rooted in their own communities. This initiative aligns closely with the principles of reconciliation, as we aim to build a more equitable and inclusive society, particularly by bridging the gaps between Indigenous and non-Indigenous Canadians. We are committed to giving those who come to us seeking work the chance to grow and succeed in their careers, providing opportunities they might not have had otherwise. Additionally, we emphasize the importance of teaching the businesses we partner with how to foster and sustain mutually respectful relationships with our virtual assistants, many of whom come from Indigenous communities, which is deeply aligned with reconciliation values.

Growing up as a Cree-Metis woman, my upbringing deeply instilled Indigenous values that I carry into my leadership at Virtual Gurus. Our culture is rooted in community, respect for others, and a strong connection to the land, and these principles guide how I lead my team and shape the company’s mission.

One of the key teachings from my Cree-Metis upbringing is the value of collective well-being—understanding that we are all interconnected and that success should benefit the entire community, not just individuals. At Virtual Gurus, I apply this by fostering a workplace that prioritizes inclusion and opportunities for marginalized communities, especially Indigenous people, ensuring that they have access to meaningful work while staying connected to their families and communities.

Respect for diversity is another cornerstone of my upbringing. The Cree-Metis people are known for their resilience and adaptability, and I incorporate this by valuing the diverse backgrounds and perspectives that make up our team. I’m committed to creating an environment where everyone, especially those from underrepresented communities, feels respected and empowered.

From a leadership perspective, I practice humility and listening—two important traits I learned growing up. Leading Virtual Gurus, I always aim to lead with humility, recognizing that I don’t have all the answers and that every voice matters. I often seek guidance from my team, especially those from Indigenous backgrounds, to make decisions that align with our shared values.