Inside the Modern Private Household

California and Florida Account for Almost Half of the Briefs

California and Florida were almost evenly matched, with just 1.1 percentage points between them. New York followed in third place, before a clear drop to Texas and Georgia.

Within those leading states, the briefs spanned very different settings. California included Los Angeles, San Francisco, Palo Alto, Atherton and Malibu. Florida ranged from Miami and Miami Beach to Palm Beach and Jupiter Island, while New York included the city, East Hampton and Old Westbury.

For families, that can mean recruiting around more than one property, regular travel, or a home that sits well beyond the nearest major city.

“A role may sound perfect on paper. The location still has to work for the candidate in everyday life. We take time to talk through the commute, the pace of the area and how the household’s week usually runs, so candidates understand what life in the role will involve.

“Those conversations help us introduce people who feel comfortable with the setting and can genuinely picture themselves in the position. When both sides understand the practical details from the beginning, they have a better chance of working well together over the long term.”

Morgan Richez, co-founder of Morgan & Mallet

One in Three Briefs Came From New York City, Miami or Los Angeles

New York City, Miami and Los Angeles were the three most common locations, but together they accounted for only around a third of the briefs. Most searches took place elsewhere, and the rest of the ranking shows how quickly the recruitment map opens up.

Braselton stands out in fourth place, ahead of San Francisco. The top 10 also included Belle Vernon, Palm Beach, Tampa, Greenwich and Washington, D.C.

1. New York City
2. Miami
3. Los Angeles
4. Braselton, GA
5. San Francisco
6. Belle Vernon, PA
7. Palm Beach
8. Tampa
9. Greenwich, CT
10. Washington, D.C.

Top 10 US locations by share of Morgan & Mallet job briefs. Source: Morgan & Mallet job brief data.

Candidate searches offer another perspective. New York City recorded the highest total Google search volume for household staffing careers, with 20,680 searches. When population was taken into account, Las Vegas led with 628.1 searches per 100,000 people, followed by Indianapolis at 589.3 and Denver at 478.0. Los Angeles and San Francisco also appeared in the top 10, showing candidate interest in two of Morgan & Mallet’s busiest locations.

This varied mix shows how closely household staffing follows the properties families use. A role may be based in a city residence, a coastal home, a country estate, or several locations throughout the year.

Braselton’s Interest in Household Staffing Increased More Than Any Other City’s in 2025

Most briefs came from California, Florida and New York, yet three of the five cities recording the largest increases in share in 2025 were located elsewhere. Braselton is the clearest example: its share rose by 8.0 percentage points, more than that of any other city.

Braselton and San Francisco were the only two cities to appear in the top five for both overall share and growth. Braselton’s share increased by almost twice the rise recorded by San Francisco (4.3 percentage points), helping to explain its fourth-place position across the full study period.

The cities gaining share in 2025 were spread across the South, West Coast, Northeast and Mid-Atlantic. Palm Beach, Edison and Lexington also recorded increases, showing that Braselton’s rise formed part of a wider change in where Morgan & Mallet was being asked to recruit.

Childcare and Housekeeping Sit at the Heart of Household Support

Looking at individual job titles, nannies were requested most often at 19.1% of briefs, followed closely by housekeepers at 16.8%. Private chefs, house or estate managers, and personal assistants completed the top five. These roles solve different problems, yet each one gives time and attention back to the family, whether that means keeping children’s routines consistent, maintaining the home, planning meals, or making sure several people and properties stay coordinated.

Candidate searches followed a similar pattern. “Nanny jobs near me” generated 288,700 Google searches in the past year, ahead of “housekeeper jobs” at 202,900. “Household manager jobs” and “private chef jobs” were almost level, at 49,300 and 48,800 searches.

“Families often know what would make life at home run more smoothly, even if they’re unsure which job title fits. They may need someone to bring more structure to the week, take pressure off the family, or make sure responsibilities are shared clearly across the team.

“In the early stages, we’ll talk through what a typical week looks like, what is already working well, and where extra support would help most. From there, we can shape a role that feels right for the household and gives candidates a clear, honest picture of what will be expected.”

Morgan Richez, co-founder of Morgan & Mallet

Most Briefs Were Built Around Long-Term, Full-Time Support

Of the briefs that specified an employment basis, 95.2% were for full-time support. Where families stated whether the role was permanent or temporary, 93.3% were looking for someone permanent. Fixed-term, freelance and temporary positions appeared far less often.

For many households, consistency can make everyday life easier. A permanent, full-time professional has time to get to know the family’s routines, understand how the home is run, and build a comfortable working relationship with everyone around them.

Families were more divided when it came to living arrangements:

Each option can work well for a different reason. Living in may suit a role with early starts, later finishes, or a location that makes commuting difficult. A live-out position can give the family and the professional a clearer separation at the end of the working day. Some families stay open to both and make the decision once they’ve met the right person.

English Was the Most Requested Language, Followed by French and Spanish

When a brief included a language requirement, English appeared in over three-quarters (75.8%) of requests. French and Spanish followed with similar levels, appearing in 26.8% and 25.5% of these briefs, while Italian was requested in 7.2%. Some families asked for more than one language, so the percentages overlap.

Language can be both practical and personal within a home. A shared language may help children feel at ease, allow household staff to communicate more naturally, or simply make everyday conversation easier for the family.

Trust Appears Three Times As Often as Formal Qualifications

Working in a private home means seeing and hearing parts of family life that most people never do. A household professional needs to understand when to step forward, when to give the family space, and which details should stay inside the home. That helps explain why discretion or confidentiality and previous private household experience appeared more often than any practical skill.

Discretion or confidentiality appeared around three times as often as a formal qualification or certification. Formal training still matters, particularly in roles involving childcare, food, or specialist care. The figures show that qualifications sit within a bigger picture. Families are considering what someone can do, how they communicate, and whether they can use good judgment without needing every boundary explained.

One person may need to bring several of these skills together. A nanny’s brief can include first aid, driving and international travel alongside childcare experience. A house or estate manager may need to lead staff, organize contractors, oversee events and keep the home running smoothly.

“Discretion often shows up in very ordinary moments. It’s knowing when to step back, which conversations stay inside the home, and how to handle a change of plan without creating extra worry for the family.

“We can assess experience and technical skills on paper. During interviews, we also pay close attention to judgment, communication, and how someone speaks about the families they’ve worked for. Those details tell us a great deal about whether they understand life in a private household.”

Laurine Mallet, co-founder of Morgan & Mallet

Some Households Need Highly Specific Experience

Certain homes and roles call for a more specialist background. These requirements may appear less often across the study, but they can shape the entire search for the family requesting them.

Silver-service experience may be important when formal entertaining is part of household life. Montessori training could matter to a family with a particular approach to their children’s learning. The search needs to focus on people who already understand the environment they’ll be stepping into.

Families Expected More Experience in Roles With Wider Responsibility

Some household professionals make decisions that affect the whole home. They may lead a team, welcome guests, coordinate contractors, or make sure everything continues to run smoothly while the family is away. Across the roles analyzed, families requested a minimum of four years’ experience.

Butler and formal-service briefs carried the highest average minimum, at 6.7 years, followed by household and estate management at 6.3 years. These roles often call for someone who can make confident decisions, maintain standards, and keep several moving parts under control without waiting for detailed instructions.

The Person Behind the Résumé Still Matters

By the time a family begins the interview stage of the recruitment process, every shortlisted candidate should have the right foundations for the role. The conversation then gives both sides a chance to explore how the working relationship might feel in practice.

Families can see how each person communicates, whether their expectations align, and whether they would feel comfortable welcoming them into the home. Candidates can ask questions and build an honest picture of daily life in the role. A carefully chosen shortlist gives everyone the time to decide whether the relationship feels right.