What Nannies Want:How to retain your top talent in a competitive market

Donna Shannon720-341-8229

Donna@PersonalTouchCareerServices.com

About the Survey

• Conducted from July- Aug 2011

• National sample of nannies

• Allowed to choose more than 1 answer

Nannies

10+ years experience1-2 years experience3- 5 years experience

Further information comes from my years as a career coach in the private service industry

Major Problems:

PerceptionCommunication

Respect

The saddest statistic…

• 42% believe that their agency “only wants to place me for the money”

• … and 75% of responders are only registered with 2-4 agencies

Nobody wants to be treated like cattle…

Agenda

• Applications and the intake process• Communication issues• How to build loyalty

APPLICATIONSEfficient or Frustrating?

Are you user-friendly?

• 100% of nannies want an easy-to-use application

Results from APNA Attendees

12 unclear application • Couldn’t find it in 20-30 seconds• Creative names not clear• Every click leads to higher abandonment rate

24 agencies use online application• Longest: 9 page PDF form

Only 1 could upload the resume • At the end of a long application

Why this is a problem…

• Nannies don’t like complicated forms• Time-consuming• No resume parsing • Abandonment rates

Results from APNA Attendees

5 requested emailed resumes

5 used simple inquiry form• Allows the nanny to show interest without time

commitment

After the application

• No follow up communication?• Applicant feels like process was a waste of

time– Automated better than nothing

Care.com Comparison

• 58% consider it easy to use• Step-by-step process with tips• Works like social media• Interactive and multi-media• Automatic email confirmations• Master of their own fate –not cattle

Tips from the Corporate World

• Make it easy to express interest• Automatic acknowledgements

COMMUNICATIONThe best way to convey respect…

How is your follow-up?

• 80% feel that agency should respond in 24-48 hours

• Regular calls as well as application acknowledgement

Reaching Out

• 40% believe their agency never calls them• Another 40% only get contacted about jobs• Even worse – 75% of responders only

registered with 2-4 agencies

Communication

• The best way to build loyalty & trust

Are your job current?

• 100% want current jobs on the agency site– Main factor on whether they register or not

What they love

• 67% believe the agency makes a good match for them– Must communicate to have this level of understanding

Care.com Communication

•Instant text alerts•Jobs are dated•All language is personal

Tips from the Corporate World• Build tools to contact your talent base while

using personal language– Automatic ticklers to identify quiet candidates– Constant contact or other email merge

• Set up a time every week to call your top talent

Cheap Tricks

• Keep job postings current– Leaving old jobs to attract talent backfires

• Announce your jobs through social media – Twitter and Facebook - the nannies are

watching!

LOYALTY PROGRAMSKeep your talent close

Increase their Worth

• 67% strongly agree that agency should let them know how to improve chances for getting a job

• Knowledge is king – – NOT babysitting your talent

Live Workshops

• 84% want workshops to improve either their technical skills or job search skills

Making Workshops Work

• Nannies pay for their own education• Acting as sponsor increases awareness• Target one-day or weekend programs to

increase attendance

Online Workshops and Webinars

• 50% are interested

• Care.com is killing this:– Videos– Webinars– Guest bloggers– Expert opinions

Making Webinars Work

• Timing is everything– Record it for their convenience– Repost on your website

• Team with another expert • Brand the entire presentation to your agency

Reviews and Assessments

• Do you test your nannies on their technical skills? – and share the results with them?

• Resumes – do you let them know what is working and what

isn't?

Branded Resumes

• Give the nanny a copy!

Social Activities

• While not the most requested, it does matter and shows that you care

E-Newsletter

• Least requested program, at 16%• Better to repost short articles or blogs on

social media– It’s Easy!

Getting Goofy• Get nannies to engage with you – – ask for videos on FB or YouTube on something about

their job• Start fun conversations – What is the silliest thing your charges said this week?

• Sharing craft ideas• Seasonal spins• Always emphasize positive spins– Do not breed negativity

FINAL NOTE

Final Words

Would you be more loyal to your agency?

YesNoNo, but I would pay more attention to their jobs

QUESTIONS?

(c) Donna Shannon, 2010

www.PersonalTouchCareerServices.comdonna@personaltouchcareerservices.com

Social Media:www.LinkedIn.com/in/donnashannon

www.facebook.com/DLShannon7

Twitter: @DLShannon

The Personal Touch Career Services