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What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
What Nannies Want: A Survey
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What Nannies Want: A Survey

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  • FROG
  • Transcript

    • 1. What Nannies Want:How to retain your top talent in a competitive market Donna Shannon 720-341-8229 Donna@PersonalTouchCareerServices.com
    • 2. About the Survey• Conducted from July- Nannies Aug 2011• National sample of nannies 10+ years experience• Allowed to choose more 1-2 years than 1 answer experience 3- 5 years experienceFurther information comes from my years as a career coach inthe private service industry
    • 3. Major Problems: Perception Communication Respect
    • 4. 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
    • 5. Nobody wants to be treated like cattle…
    • 6. Agenda• Applications and the intake process• Communication issues• How to build loyalty
    • 7. Efficient or Frustrating?APPLICATIONS
    • 8. Are you user-friendly?• 100% of nannies want an easy-to-use application
    • 9. Results from APNA Attendees12 unclear application • Couldn’t find it in 20-30 seconds • Creative names not clear • Every click leads to higher abandonment rate24 agencies use online application • Longest: 9 page PDF formOnly 1 could upload the resume • At the end of a long application
    • 10. Why this is a problem…• Nannies don’t like complicated forms• Time-consuming• No resume parsing• Abandonment rates
    • 11. Results from APNA Attendees5 requested emailed resumes5 used simple inquiry form • Allows the nanny to show interest without time commitment
    • 12. After the application• No follow up communication?• Applicant feels like process was a waste of time – Automated better than nothing
    • 13. 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
    • 14. Tips from the Corporate World• Make it easy to express interest• Automatic acknowledgements
    • 15. The best way to convey respect…COMMUNICATION
    • 16. How is your follow-up?• 80% feel that agency should respond in 24-48 hours • Regular calls as well as application acknowledgement
    • 17. 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
    • 18. Communication• The best way to build loyalty & trust
    • 19. Are your job current?• 100% want current jobs on the agency site – Main factor on whether they register or not
    • 20. What they love• 67% believe the agency makes a good match for them – Must communicate to have this level of understanding
    • 21. Care.com Communication•Instant text alerts•Jobs are dated•All language ispersonal
    • 22. 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
    • 23. 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!
    • 24. Keep your talent closeLOYALTY PROGRAMS
    • 25. 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
    • 26. Live Workshops• 84% want workshops to improve either their technical skills or job search skills
    • 27. Making Workshops Work• Nannies pay for their own education• Acting as sponsor increases awareness• Target one-day or weekend programs to increase attendance
    • 28. Online Workshops and Webinars• 50% are interested• Care.com is killing this: – Videos – Webinars – Guest bloggers – Expert opinions
    • 29. 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
    • 30. 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 isnt?
    • 31. Branded Resumes• Give the nanny a copy!
    • 32. Social Activities• While not the most requested, it does matter and shows that you care
    • 33. E-Newsletter• Least requested program, at 16%• Better to repost short articles or blogs on social media – It’s Easy!
    • 34. 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
    • 35. FINAL NOTE
    • 36. Final WordsWould you be more loyal to your agency? Yes No No, but I would pay more attention to their jobs
    • 37. QUESTIONS?
    • 38. The Personal Touch Career Serviceswww.PersonalTouchCareerServices.com donna@personaltouchcareerservices.com Social Media: www.LinkedIn.com/in/donnashannon www.facebook.com/DLShannon7 Twitter: @DLShannon (c) Donna Shannon, 2010

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