what nannies want: a survey
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What Nannies Want:How to retain your top talent in a competitive market
Donna Shannon720-341-8229
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