Are you looking to become the next celebrity personal assistant?
Brian Daniel is known as the "Headhunter to the Stars" and is the founder of The Celebrity Personal Assistant Network. He is no stranger to the world of private service. Having been a PA himself for 20 years, he knows the essence of becoming and being a celebrity assistant. Here is City PA's exclusive Interview with Brian Daniel.
You have been a PA yourself. What did you enjoy about it?
I loved not knowing what was going to happen each next day. Sure, I had a “schedule” to follow (based on my employer’s requests/appointments), but it was more of a “guideline” because it changed regularly. When you work for celebrities, billionaires, VIPs, high-net-worth individuals or even royalty (which I have), the schedule will change dramatically each day. Also, travelling is a big perk. I usually traveled by private jet and stayed in 5-star hotels when working with my employers.
You now recruit PAs for celebrities. What kind of personal skills and attributes do you look for?
Above and beyond the basic skill sets (like being proficient with MS Office and being able to manage a household), a number of factors must be considered in order for there to be a match. The three most important are (after skills/experience):
- Having very "thick skin" to handle the overwhelming pressure;
- Being able to sacrifice your personal life and be on-call 24/7;
- Finding the right personality mesh between the employer and the personal assistant.
What is the most difficult scenario you have come across? Either as a PA yourself or from the recruitment side?
From the Personal Assistant side:
My boss wanted to get a cheeseburger at a famous restaurant, but they had already closed (about 30 min. prior to our arrival). So, I had to beg the manager to open up again, just for us, to make a meal. I had to pay him about $5,000 to cover the cost of the overtime, but most of that was hush money (a bribe) for him and the employees to risk getting fired for doing it. Admittedly, it is a lot easier to solve problems when you can buy your way out of it. When it’s really difficult is when you have thrifty celebrities and billionaires who want the world handed to them but don’t want to pay for it.
From the recruitment side:
A hedge fund manager wanted an executive personal assistant with experience in finance, who spoke four languages, and was willing to relocate to another state for a job offer. Yes, I did it; but the placement wasn’t easy. It can take up to six months for find a "needle in a haystack."
My boss wanted to get a cheeseburger at a famous restaurant, but they had already closed (about 30 min. prior to our arrival). So, I had to beg the manager to open up again, just for us, to make a meal. I had to pay him about $5,000 to cover the cost of the overtime, but most of that was hush money (a bribe) for him and the employees to risk getting fired for doing it. Admittedly, it is a lot easier to solve problems when you can buy your way out of it. When it’s really difficult is when you have thrifty celebrities and billionaires who want the world handed to them but don’t want to pay for it.
From the recruitment side:
A hedge fund manager wanted an executive personal assistant with experience in finance, who spoke four languages, and was willing to relocate to another state for a job offer. Yes, I did it; but the placement wasn’t easy. It can take up to six months for find a "needle in a haystack."
How do you think a traditional PA role differs from a celebrity PA role?
When working in the entertainment field (movies, television, music), the assistant will be faced with “strong personalities” and must figure out a way to manage the craziness without losing it. The entertainment field is frenzied and hectic, plus you have a lot of divas to deal with (men and women both). In short: patience is a virtue. Also, the hours are much longer. The jobs with the UHNW families are also difficult, but not quite as insane. Further, they are a lot more stable and also pay better.
Do you think technology and social media knowledge is important as a PA?
Yes, it’s a critical component. I know quite a few famous personal assistants who have become irrelevant because they weren’t able to keep up with the times. It’s very important to update skills and always be training. The workload is much heavier now because, essentially, personal assistants are now hybrid roles with executive assistants. Honestly, with some employers the workload is like having three regular jobs. Avoid the "old dog new tricks" syndrome.
What advice would you give anyone looking to make it as a celebrity PA?
- Read about and study the profession as much as possible.
- Network, network, network.
- Know that you’re going to have to sacrifice a great deal, but it’s worth it if you find the right employer.