Each month we highlight one of our agency partners, and get to know a little more about them and their insights into the household employment industry. This month we spoke with Amy Osborn, Owner of Genuine Nannies.
Agency Vitals
- Started in 2007
- Serves the San Francisco Bay Area
- Services focus on nannies and executive assistant-type nannies
How did you get started?
I was a nanny for eight years, then I became a mom, and decided to meld those experiences into a career. I started the agency in 2007 in Orange County, CA, and then moved the business to the Bay Area one year later.
What strategies do you use for recruiting candidates?
We rely heavily on referrals from families and nannies. We have not advertised much; we’ve cultivated our candidate pool through word of mouth. Nannies find out about us through Yelp and Google searches too.
What do you look for to make successful placements?
We’re looking for the “X factor” – that chemistry between the nanny and a family that shows excitement and enthusiasm from both parties. Our decision to make a placement hinges on that relationship. We guide our families throughout this process, advising them to pay attention to their instincts. We don’t push too hard; we believe the family and nanny choose each other. This creates less complications down the road.
How do you show your value and distinguish your agency from online sites?
We know that online services have their place, and that families using them probably aren’t interested in working with an agency like ours. What we offer are personal relationships – our families have my cell phone number; I meet in person with every family. We want to keep that human touch and don’t want to automate things or make them impersonal, and our clients like this business philosophy. They know that we are the experts, and we will be the most helpful in finding them the right nanny.
How do you help families understand paying their employee legally?
This is a big challenge. We lean on GTM for resources, and Lindsey is great about providing detailed information to our families. We talk about the benefits of legal pay up front, and then we gauge the family’s reaction and decide how to proceed. Our approach is that it’s not so much about why to pay legally, but how to do it. Our nannies always negotiate their salaries in terms of net pay, so they are expecting to be paid on the books. This helps our families see the importance of paying legally.
How has GTM helped your families?
GTM is our exclusive payroll partner, and we let families know that at the outset, providing them with Lindsey’s information and letting them know she’ll help them get set up. The handouts, documents, and emails GTM provides for our families sets the stage for a working relationship.
How has GTM helped your agency?
They let me focus on what I do best – placing nannies. GTM focuses on payroll and taxes so I don’t have to, and that lets me run my business more efficiently.
What are some fun facts about your agency?
Me and my two staff members – Adrianna and Grace – all share the same passion for what we do. Adrianna was a long-term nanny, and Grace worked in day care facilities; she is a mom as well. Our experience adds knowledge and value to our business and helps us connect with our families and nannies in a meaningful way.
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