Professional organizers help people declutter and organize their possessions. They also offer time management support by teaching clients how to structure their schedules more effectively. But even with the best systems in place, many people still struggle to keep up with daily tasks. The reasons vary. Often, meetings and activities are packed into tight schedules, and to-do lists are several pages long. Additionally, neurodivergent minds process information differently, and physical limitations can make certain activities challenging. That’s why I invited Jacki Hollywood Brown of Productively Organized, a former professional organizer who has transitioned into a virtual assistant, to share her advice on hiring someone to help you keep your life and/or business in good order. She shares insights on the differences between personal, virtual, and executive assistants.
Types of Assistants
Whether you’re a caregiver in a busy family, a small business owner with multiple roles, or a world-travelling corporate leader, hiring an assistant can be life-changing. While the titles personal assistant, virtual assistant, and executive assistant may sound similar, each brings unique strengths and value depending on your needs.
Personal Assistant (PA)
A personal assistant (sometimes called a concierge) helps you manage your personal life. They handle the tasks that consume your time but don’t necessarily require your direct attention. For example, a personal assistant can:
- Run errands (grocery shop, pick up dry cleaning, and buy gifts)
- Manage household schedules and coordinate service appointments
- Make travel arrangements for family vacations or personal trips
- Organize events, from birthday parties to dinner reservations
- Manage personal finances, bill paying, etc
- Coordinate child and pet care arrangements
Personal assistants are ideal for people who value their time. Working parents can delegate tasks like school pickups, grocery shopping, and pet care to free up evenings and weekends for family time. Similarly, busy executives might rely on their personal assistant to manage everything from home maintenance to personal shopping, ensuring their free time is indeed free.
Virtual Assistants (VA)
A virtual assistant (VA) typically provides administrative, marketing, and technical support to small businesses and entrepreneurs. Because they can work from anywhere, they are a cost-effective solution. Their skills can include:
- Email and calendar management and appointment scheduling
- Research, data entry, and document preparation
- Marketing analysis, social media management and content creation
- Customer service and client communication
- Bookkeeping and basic accounting
- Website maintenance and digital marketing support
Virtual assistants are perfect for small business owners and entrepreneurs who need professional support but don’t need a full-time employee. A VA will take on routine, time-consuming tasks, allowing the business owner to focus on growth.
VAs can also be an excellent choice for people who need digital or remote assistance rather than physical presence. Individuals or families may find a VA extremely helpful for remote services, such as travel bookings, digital organization, and other tasks that don’t require a physical presence.
Executive Assistants (EA)
Generally, EAs work within a company assisting executives. Often, they act as strategic partners, making decisions and taking actions on their behalf. Their responsibilities can include:
- Managing calendars, priorities, and communications
- Acting as a gatekeeper and liaison with clients and subordinates
- Coordinating high-level meetings and presentations
- Managing projects and supporting leadership
- Travel planning and expense management
- Strategic planning support and research
- Staff coordination and workflow optimization
Executive assistants typically work for high-level professionals such as corporate executives and senior managers because their responsibilities are complex and strategic. They’re also beneficial for entrepreneurs who have reached a level where they need sophisticated business support.
Choosing the Right Assistant for Your Situation
It is not easy to choose the right assistant. Some professional associations and gig sites (e.g., Upwork, Fiverr, etc.) verify their freelancers. However, the professional assistant industry is not regulated, so it’s caveat emptor (buyer beware). Always ensure you read the terms and conditions and “fine print” before you hire someone.
Determine Your Needs
The first step in finding an assistant is determining what type of help you need. Here are some questions to ask:
- Do you need someone in person, virtually, or both?
- Is it personal/family or business, or both?
- Do you need to delegate high-level decisions or everyday tasks?
Analyze Your Situation
Busy Families: If you’re overwhelmed with household management, kids’ activities, and personal errands, a concierge/personal assistant is likely your best option. They can perform the physical tasks that keep you running around town instead of enjoying family time.
Small Business Owners: Start with a virtual assistant to handle routine business tasks remotely and cost-effectively. As your business grows and becomes more complex, you may need an executive assistant for strategic and management support. You can often find virtual assistants in your local area who can visit your office to pick up paperwork, receipts, and other documents.
High-Level Professionals: Whether you want to delegate personal errands and life management or work-related tasks, you should choose an executive assistant. Typically, these service providers have extensive experience in management and strategic planning.
Choosing an Agency or Freelancer
Hiring a personal, virtual, or executive assistant through an agency offers several advantages. Generally, agencies perform background checks and train their team members, which reduces risk and saves time for the employer. Agencies also provide structured support and backup assistants if your primary one is unavailable. However, agency assistants are generally more expensive, and you might have less control over who you work with.
Conversely, hiring a freelancer means you have direct communication, greater flexibility, and (potentially) lower rates. Freelancers may also have specialized skills tailored to your needs. However, there are some disadvantages to working with freelancers. Because they operate independently, it is up to the employer (you) to perform background checks, interviews, and verify references. Additionally, if they become unavailable, they lack a built-in safety net, unlike agencies. (Note: Good freelancers always have a backup plan if they are unavailable. Ask about it when you’re conducting the interview.)
Hiring Considerations
Before hiring a personal, virtual, or executive assistant, I always suggest that people clarify their needs and budget. Then, conduct interviews with several candidates to select the best assistant. Remember, this person may have access to your business or personal credit cards and financial information, keys to your home/workplace, and access to your children, pets, and valuables.
Always do your due diligence, which should include:
- Financial and police records background checks
- Vulnerable sector check (if working with children, older adults, or those with health/ability challenges)
- Insurance coverage: general business liability, professional liability, cyber, brand damage (typically only needed for business assistants), auto (if they will be driving for your business, whether in their own vehicle or yours)
- Training/education certificates and qualifications
- Professional associations
- Reference checks
Additionally, ensure that you and your future assistant have compatible communication styles and methods. If you prefer to text and make phone calls, your assistant should be too.
Remember, the right assistant is not one-size-fits-all—and it’s not just about delegating tasks. Instead, it’s about aligning the type of support you need with your lifestyle or business goals. The right assistant should help you free up your time for activities that only you can do or that bring you the most value and joy. No matter which type of assistant you choose, the goal is the same: to reduce stress, increase efficiency and organization, and give you back valuable time.