What Nannies Want:How to retain your top talent in a competitive market               Donna Shannon                720-341...
About the Survey• Conducted from July-                      Nannies  Aug 2011• National sample of  nannies                ...
Major Problems:    Perception  Communication     Respect
The saddest statistic…• 42% believe that their agency “only wants to  place me for the money”• … and 75% of responders are...
Nobody wants to be treated like cattle…
Agenda• Applications and the intake process• Communication issues• How to build loyalty
Efficient or Frustrating?APPLICATIONS
Are you user-friendly?• 100% of nannies want an easy-to-use  application
Results from APNA Attendees12 unclear application     • Couldn’t find it in 20-30 seconds     • Creative names not clear  ...
Why this is a problem…•   Nannies don’t like complicated forms•   Time-consuming•   No resume parsing•   Abandonment rates
Results from APNA Attendees5 requested emailed resumes5 used simple inquiry form     • Allows the nanny to show interest w...
After the application• No follow up communication?• Applicant feels like process was a waste of  time  – Automated better ...
Care.com Comparison•   58% consider it easy to use•   Step-by-step process with tips•   Works like social media•   Interac...
Tips from the Corporate World• Make it easy to express interest• Automatic acknowledgements
The best way to convey respect…COMMUNICATION
How is your follow-up?• 80% feel that agency should respond in 24-48  hours     • Regular calls as well as application ack...
Reaching Out• 40% believe their agency never calls them• Another 40% only get contacted about jobs• Even worse – 75% of re...
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 ispersonal
Tips from the Corporate World• Build tools to contact your talent base while  using personal language  – Automatic tickler...
Cheap Tricks• Keep job postings current  – Leaving old jobs to attract talent backfires• Announce your jobs through social...
Keep your talent closeLOYALTY PROGRAMS
Increase their Worth• 67% strongly agree that agency should let  them know how to improve chances for  getting a job• Know...
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 weeke...
Online Workshops and Webinars• 50% are interested• Care.com is killing this:  – Videos  – Webinars  – Guest bloggers  – Ex...
Making Webinars Work• Timing is everything  – Record it for their convenience  – Repost on your website• Team with another...
Reviews and Assessments• Do you test your nannies on their technical  skills?  – and share the results with them?• Resumes...
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 ...
FINAL NOTE
Final WordsWould you be more loyal to your agency?                                Yes                                No   ...
QUESTIONS?
The Personal Touch Career Serviceswww.PersonalTouchCareerServices.com donna@personaltouchcareerservices.com Social Media...
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What Nannies Want: A Survey

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  • FROG
  • What Nannies Want: A Survey

    1. 1. What Nannies Want:How to retain your top talent in a competitive market Donna Shannon 720-341-8229 Donna@PersonalTouchCareerServices.com
    2. 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. 3. Major Problems: Perception Communication Respect
    4. 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. 5. Nobody wants to be treated like cattle…
    6. 6. Agenda• Applications and the intake process• Communication issues• How to build loyalty
    7. 7. Efficient or Frustrating?APPLICATIONS
    8. 8. Are you user-friendly?• 100% of nannies want an easy-to-use application
    9. 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. 10. Why this is a problem…• Nannies don’t like complicated forms• Time-consuming• No resume parsing• Abandonment rates
    11. 11. Results from APNA Attendees5 requested emailed resumes5 used simple inquiry form • Allows the nanny to show interest without time commitment
    12. 12. After the application• No follow up communication?• Applicant feels like process was a waste of time – Automated better than nothing
    13. 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. 14. Tips from the Corporate World• Make it easy to express interest• Automatic acknowledgements
    15. 15. The best way to convey respect…COMMUNICATION
    16. 16. How is your follow-up?• 80% feel that agency should respond in 24-48 hours • Regular calls as well as application acknowledgement
    17. 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. 18. Communication• The best way to build loyalty & trust
    19. 19. Are your job current?• 100% want current jobs on the agency site – Main factor on whether they register or not
    20. 20. What they love• 67% believe the agency makes a good match for them – Must communicate to have this level of understanding
    21. 21. Care.com Communication•Instant text alerts•Jobs are dated•All language ispersonal
    22. 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. 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. 24. Keep your talent closeLOYALTY PROGRAMS
    25. 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. 26. Live Workshops• 84% want workshops to improve either their technical skills or job search skills
    27. 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. 28. Online Workshops and Webinars• 50% are interested• Care.com is killing this: – Videos – Webinars – Guest bloggers – Expert opinions
    29. 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. 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. 31. Branded Resumes• Give the nanny a copy!
    32. 32. Social Activities• While not the most requested, it does matter and shows that you care
    33. 33. E-Newsletter• Least requested program, at 16%• Better to repost short articles or blogs on social media – It’s Easy!
    34. 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. 35. FINAL NOTE
    36. 36. Final WordsWould you be more loyal to your agency? Yes No No, but I would pay more attention to their jobs
    37. 37. QUESTIONS?
    38. 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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