Home-based employment: a sector of the future at the heart of the regions

Against a backdrop of aging demographics and new family configurations, French society is facing a major challenge: how to care for and support vulnerable people (the elderly, people with disabilities, children), and recreate links on a daily basis?

At the heart of this equation, the individual employer sector occupies a unique position. By providing childcare, assistance and support for the elderly, or even home maintenance, they offer practical solutions tailored to the needs and rhythms of household life. This network of local services concerns almost 4.5 million people in France, and is characterized by its strong local roots.

With this in mind, Ifop conducted an opinion survey on behalf of the Fédération des Particuliers Employeurs de France, involving 509 mayors and 1,000 French citizens: what level of knowledge do they have of the sector, and what perceptions do they have of it?

1. Employment in the home: a key resource for local residents in the eyes of local councillors

• The individual employer sector is well identified

Nearly 9 out of 10 mayors surveyed claim to be familiar with the sector (86%, including 49% who claim to know it well), and nearly 8 out of 10 French people (77%) have already heard of it.

Mayors spontaneously attribute two major advantages to the private employer sector: keeping elderly people in their own homes (54%) and maintaining social ties, and combating isolation (33%), particularly in rural areas.

When asked about their representation of the sector, it appears to be centered on two activities carried out in the home: assistance for the elderly, dependent or disabled (91% of mayors cite this activity, 73% among French respondents) and housework and home maintenance (79% each). Gardening and odd jobs (58% of mayors and 63% of the general public) is also a well-identified activity. However, the general public is more familiar with the sector: 18% of French people, compared with 9% of mayors, identify all activities within the scope of individual employers, indicating a more accurate representation.

• 6 out of 10 mayors consider the individual employers sector to be essential to local life, social cohesion and local employment

After informing both target groups about the sector’s definition, the mayors and French people surveyed agreed on the usefulness of the individual employers sector. In particular, elected representatives recognize the indispensable role played by the private sector in the lives of local residents (63% agree completely”, 41% of French respondents), as a provider of local jobs (59% and 41% of French respondents), and as a creator of social ties (59% and 42% of French respondents). To a lesser extent, but not insignificantly, they also emphasize the sector’s response to needs not covered by public services (44% and 36%) and its contribution to professional integration (32% versus 25%).

It’s interesting to note that what the mayors describe as indispensable reflects the priorities they assign to their region. Firstly, the role of providing local jobs and contributing to professional integration is in line with the objective of making the region attractive (26% of mayors put this as the top challenge for their municipality). Secondly, creating social links and responding to needs not covered by public services provides a solution to maintaining public services (26%, first challenge with attractiveness), by completing the public offer and ensuring continuity of care as close as possible to residents.

2. A sector that responds to the current and future needs of the French.

The individual employer sector enjoys a good image among the French people surveyed (91% say they have a good image).

The use of home-help services is now non-negligible: 3 out of 10 French people surveyed said they had employed a home-help worker or a childminder. The activities to which the French have turned, or have turned to, primarily concern the upkeep of the home (housework and ironing: 45%, gardening and DIY: 26%), but also childcare by a childminder (28%)

In addition,6 out of 10 French people surveyed plan to use homecare services in the next few years, above all to support aging at home and loss of autonomy (68%, including 47% to stay at home and 38% to accompany a loved one) and for home maintenance (housework or ironing) (60%).

3. Looking ahead to 2030: increasing needs to be anticipated

Mayors anticipate a massive increase in demand for homecare services in their communities between now and 2030 (70% mention a strong or slight increase).

Priority areas for support include

• improving information for residents on homecare employment (54% of mayors) and developing partnerships with local players in the sector (48%).
• financial aid tops the list of incentives (36% of French people), followed by the possibility of choosing the homecare provider (1/4 of those interviewed)

• at the same time, the cost of these jobs is an obstacle for 4 out of 10 French people, followed by the difficulty of finding a trustworthy/qualified person (34%).