Mary Poppins comes from the web

June 12, 2018

After maternity leave, it's time to get back to work. The dilemma that grips most mothers (and fathers) is: who can we entrust our child to? Today as in the past, the babysitter is the solution chosen by many families. What has changed in recent years is the search and selection method. While word of mouth remains the preferred channel of contact, online sites connecting prospective nannies and parents are growing. In short, if the data generally speak of an increase in the use of online services – a trend that Italians have now aligned with – the childcare sector also seems to be no stranger to this trend. A surprising phenomenon, given the reticence that a parent might feel in choosing their own Mary Poppins on the web.

Yet, the data speak clearly and positively, as reported by Jules Van Bruggen, founder of Sitly , one of the main platforms specialized in putting babysitters and families in touch: «We landed in Italy in 2013. Already in September 2015 we had noticed an increase 300% of registrations compared to the same period in 2014. Today, the number of members has further doubled, confirming the interest in the service on the part of both parents and nannies». This and other sites (toptata, Yoopies, Le Cicogne, for example) do not want to present themselves as competitors of employment agencies: if once the babysitter offered herself to families by hanging up the note 'offered' by the baker, today the application passes from the web . Therefore, online becomes a quick and intuitive research tool : for babysitters, it translates into the possibility of reaching a much higher number of possible employers; for parents, in the opportunity to start a first selection comfortably, quickly, often at no cost. And with just a few clicks. Platforms are usually designed to include the application of filters: timetables, languages spoken, specific courses attended (such as first aid), willingness to do housework or offer help with homework, driving license to organize children's travel . A particularly appreciated variable is then geolocation , to identify candidates who live near the family's area of residence, so that they can intervene quickly even in the event of emergencies. After that, the advice is always to organize a meeting in person with several candidates, agree on a trial period with the chosen person and then, if both parties are satisfied, confirm the collaboration. BABYSITTER SHARING Another phenomenon found in this kind of online experience is the growing willingness to share the babysitter . Bike sharing, car sharing, even social bus sharing. And, again, sharing of products and subscriptions to services offered by companies. All over the world, the watchword is sharing . And in Italy too, parents show interest in sharing a babysitter: out of a sample of 400 parents, 60% declared themselves willing to take advantage of this opportunity. Many for the cost savings, others because they consider it a positive experience for their children, who in this way can spend time with other children, of the same age or not. All that is needed is a little coordination between the families and a good nanny to handle the situation. by Carlotta Cordieri from Born Mom