800-929-9213
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 Jennifer Bouchard, founder and owner of Nanny Poppins, Inc.
Agency Vitals
- Founded in 1994
- Specializes in custom searches for client needs
How did you get started?
I went to college for journalism, but after working as a nanny in my youth and in New York, I saw the need for an agency decided to start my own agency in Marblehead, Massachusetts with my business partner April. I knew the area well and we became successful very quickly. In 2014 our agency went nationwide with the launch of our new website.
What is your biggest challenge?
One of my biggest challenges is having families understand the nanny market to find the best fit. They want very specialized nannies, such as those who are bilingual, educated, and experienced. I need to help them see that with too many filters on a candidate search, they might miss out on a great nanny.
How do you advertise/market your agency? / How do you find new families?
We rely almost exclusively on word of mouth and people finding us online. We are listed as a resource on hospital websites, but we don’t do any advertising.
How do you distinguish yourself from online agencies? / How do you show your value?
Families that use online sites often find it to be overwhelming. Having an agency support staff makes all the difference. Agencies have extensive experience with the entire hiring process. We know what questions to ask a candidate, and do our due diligence in finding the right person for a family. We make sure our nannies are excited about the position they’ve been offered – if they aren’t, we advise them not to take the job. Agencies are the liaison between the nanny and the family and clients know they can rely on us for support and advice.
How do you help families and nannies understand paying their employee legally?
We explain up front the huge risks in paying under the table, whether it’s from a tax audit or a disgruntled employee. We help them understand gross pay versus net pay and explain the difference between their employee and an independent contractor. Being forthcoming about these issues is critical so that families feel informed and there are no surprises down the road.
What changes have you seen over the years in the household employment industry?
The internet has changed everything about our industry. Agencies are no longer just competing with other agencies in their area – we now compete nationally. Recruiting online is now very important as we need to find the candidates and make it worth their time to fill out all the necessary paperwork. But on the positive side, technology has allowed me to hire staff in various locations to work from home. They can fill jobs, set up interviews, and more across all time zones.
How has GTM helped your agency and your families?
GTM’s tax calculator is a great tool for us and our families. We advise clients to use the calculator and then to call GTM to make sure they understand all the risks and obligations of being a household employer.
What are some fun facts about you or your agency?
I just love talking to families and candidates all day long; there’s never a dull moment. I love helping families, especially those that have had bad experiences, to find the perfect nanny or other domestic worker and provide them with much-needed relief. It’s gratifying to make a difference in people’s lives, whether they have a special-needs child, a traveling spouse, or whatever circumstance requires them to need our services. It’s always a challenge but I thrive on it!
