Household Staffing in Transition: How Social Media and AI are Changing Recruitment
INterview with Marcel Einfalt | 26.06.2026
Today, the first impression is formed long before the job interview – and definitely in the digital realm. Nevertheless, the human factor remains crucial in the recruitment process. Recruitment specialist Marcel Einfalt knows what matters and why no algorithm can keep up with human expertise.
The search for household staff has changed drastically in recent years. Classified ads? Once omnipresent, they now play a role in only a few areas and appear on digital portals rather than in print. LinkedIn, on the other hand, is hard to ignore.
To what extent do social networks shape the application process? What do employers look for in a digital first impression? And why does Artificial Intelligence often reach its limits when selecting resumes? Marcel Einfalt, an experienced recruiter and Chief Operating Officer at OPMG, knows what matters most in recruitment.
Mr. Einfalt, has social media changed the search for household staff?
Marcel Einfalt: Social media has changed all industries – including ours. The question is: how do we deal with it? As recruiters, we have to carefully evaluate which channels we use for each target audience.
Where does OPMG find the right candidates?
Marcel Einfalt: For estate management or the luxury retail sector, we very often find the right people on LinkedIn. If, on the other hand, we are looking for housekeepers in rural areas, we use other – admittedly also digital – channels, such as “Kleinanzeigen” (classifieds) or the Austrian counterpart “Willhaben”. Good recruiters analyse precisely in advance where and how they place an ad. Surely, one can also use Instagram and TikTok. The challenge, however, is to create truly engaging content for these channels. It’s a question of the cost-benefit ratio.
Does classic word-of-mouth still play a role, or is everything happening in the digital space?
Marcel Einfalt: Word of mouth is naturally an important factor in our industry, but these days it also heavily flows through social networks. When we post a job online – on whatever platform – the listing is shared and passed along from one person to another. That brings both advantages and disadvantages.
“At the end of the day, what matters is that our clients find the right people to support them as quickly as possible.”
Are you referring to reviews and comments?
Marcel Einfalt: Yes, because at the end of the day, our job is to find people and place them successfully. But if every job posting is scrutinized to the finest detail and publicly commented on, that can certainly become a challenge. There is a serious job offer from a reputable agency with reputable clients. As a candidate, I can choose to engage with it or not. If I feel it’s not right for me, I leave it alone and move on to something else. Some LinkedIn enthusiasts, however, apparently handle this differently.
Does OPMG scrutinize the digital presence of candidates just as critically?
Marcel Einfalt: Of course, it is helpful to take a look at the applicants’ online presence. However, you have to differentiate between personal and professional profiles. You can expect a more professional presence on LinkedIn than on Instagram. The fact is, though: what I can view publicly as a recruiter, potential new employers can find too. Therefore, you should always ask yourself what kind of image you want to project online. Naturally, every individual has to answer that for themselves. In any case, many candidates have a great, highly professional online presence with a cohesive personal brand, from LinkedIn to their own website with up-to-date blog posts. Keeping everything modern and up-to-date requires a lot of effort and naturally stands out in a positive way.
What is the significance of the online presence compared to a personal interview?
Marcel Einfalt: As the saying goes: You never get a second chance to make a first impression. It used to be the first face-to-face meeting. Nowadays, the first impression naturally happens much earlier, based on the online search results for a person.
So anyone who doesn’t convince online won’t even be invited for an interview?
Marcel Einfalt: It’s not that clear-cut. The importance of the online presence always depends on the specific position to be filled and the skills required for it. Does the person need to present and market themselves in the job? Or is it about performing a service in the background and keeping operations running smoothly? But a certain impression naturally sticks. The reverse is also true: candidates obviously google us as an agency and me as a person as well.
Speaking of agencies: does the path to qualified household staff still inevitably lead through agencies like OPMG, or are families increasingly searching for staff online independently?
Marcel Einfalt: That depends a bit on which position needs to be filled. Do I live in the countryside and need a housekeeper from the local area to give me a hand for a few hours a week? Or is it about managing international private estates and navigating that environment with tact? In the second case, you need professionals to stand by your side when it comes to recruitment. Furthermore, an agency like OPMG saves a great deal of time – time spent drafting job advertisements, posting them, vetting resumes, checking references, and conducting initial interviews. However, if clients want to advertise certain roles themselves, that’s wonderful. We are a transparent partner and provide support based on individual needs. At the end of the day, what matters is that our clients find the right people to support them as quickly as possible. These aren’t just empty words; we truly mean it.
“The bare facts of a resume don’t show the full picture. “
A final look into the crystal ball: how will the industry change with regard to social media in the coming years?
Marcel Einfalt: We live in a digital age. Social media will likely always be with us in one form or another. The art is, and remains, choosing the right medium for each specific job posting: who is my target audience? And through which channels can I reach them with the highest accuracy?
Does AI make the human element in recruitment obsolete?
Marcel Einfalt: AI is a great tool for support. However, we achieve very good results by reviewing applications personally. The bare facts of a resume don’t show the full picture. Someone who doesn’t seem like a perfect fit at first glance can turn out to be the ideal candidate upon closer inspection. An AI would instantly reject these applicants out of hand. Our team, on the other hand, knows exactly which core competencies are truly required to succeed in a position. Experience and the necessary professional intuition are essential for this assessment.
You can reach OPMG by phone at +49 89 414243 99-0 or by email at office@opmgstaff.com.
Their clientele includes global entrepreneurs and corporations, aristocrats, icons from sport and lifestyle, and world-class decision-makers. The team operates internationally and across borders. OPMG works exclusively on a success-based model – no upfront fees, no hidden costs. Placement is always free for candidates.
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