According to the Center for Workforce Inclusion, the number of older individuals in the workplace is expected to rise dramatically through 2030. Older employees have a lot to offer in the workplace and companies are enjoying the many benefits of hiring mature employees.
But with so much emphasis on marketing toward younger workers, many companies may not know how to attract older individuals. There are five recruitment strategies a business should focus on to attract and retain older employees.
1. Use the Best Terminology When Crafting Recruitment Messages
When putting together recruitment messages, make sure to add a brief statement regarding age-inclusivity. The statement could be something as simple as the following:
Our company is actively building a team of diverse professionals. We are looking for resumes from qualified individuals of different ages.
Besides specific statements, carefully craft your recruitment message by adding words such as “mature,” “dependable,” and “experienced.” The following clearly articulates that the position is open to an older worker.
We’re looking for a reliable individual with the maturity and experience to successfully fulfill each job requirement.
Finally, when crafting recruitment messages, try not to use slang or terms only younger individuals would understand. To create the best marketing messages, you’ll want to put together a diverse marketing team that includes people of various ages.
2. Focus on Benefits that Attract Older Workers
The following are a few benefits you’ll want to consider to attract older employees:
- Excellent Healthcare: Younger workers often bargain for higher salaries while passing on extensive medical packages. Older workers will often focus on healthcare benefits.
- Flexible Work Schedules: Many older individuals often must choose between full-time work and retirement. Part time work is too often associated with low-paying or menial jobs. Offering part time work for professional positions is an excellent way to attract older worker.
- Retirement Plans: Some individuals step back into the workforce because they don’t have adequate retirement funds. Offering benefits such as matching 401k plans are often appealing to mature employees.
- Strong Community: Older employees have spent much of their lives offline. They enjoy face-to-face activities and group events.
3. Implement Various Marketing Strategies, Not Just Social Media
In recent years, a lot of emphasis has been placed on social media for recruitment. Many older individuals, however, don’t spend much time on social media. There are several ways to target mature workers.
- Make Use of TV, Radio, & Newspapers: While millennials and Gen Z rarely read newspapers or listen to radio, many individuals over 50 still regularly use these mediums.
- Build Partnerships with Organizations: Employers should create partnerships with organizations such as AARP and senior groups in the local community.
- Use Social Media Effectively: If you do market on social media, you’ll probably want to put most of the emphasis on Facebook.
- Make Content Accessible: Make sure online content is accessible and easy to read. Use fonts and sizes that are larger and create descriptive alt text for images.
- Consider an Omnichannel Approach: Omnichannel marketing integrates several marketing channels, providing a seamless experience for the customer. This is useful when attempting to reach older individuals since it bridges offline and online experiences.
4. Accommodate Physical Challenges
According to the National Library of Medicine, approximately 50% of individuals would benefit from some type of workplace accommodations. It’s important to communicate with your employees to understand what kind of accommodations they may need. Make sure the process for requesting accommodations is easy and straightforward.Â
There are several types of accommodations an employer may need to provide. Companies should provide easily accessible restrooms and large enough spaces to accommodate wheelchairs, canes, and walkers. Offer ergonomic work areas with adjustable desks and chairs. Some employees may need speech recognition software or large computer screens.
5. Confront Ageism in the Workplace
If a company wants to attract and maintain a workforce with employees of all ages, it’s crucial to create an inclusive culture. There are several things you can do to promote inclusivity and confront ageism.
- Create Mentoring Programs: Mentoring and reverse mentorship programs are great ways to bring together different generations. Promoting skill sharing and collaboration between all ages will create a more cohesive workforce.
- Start Age-Inclusive Workshops: Along with other types of diversity training, it’s important to emphasize age-inclusive programs. Include tips for recognizing and eliminating ageism during diversity workshops.
- Promote Training for Everyone: Make sure all training programs are readily available to anyone on staff who is interested in learning and developing new skills.
- Enforce Clear Policies: Create clearly defined policies regarding ageism in the workplace. Management must consistently enforce these policies by making it clear that exclusion from projects or age-related jokes will not be tolerated.
MRINetwork Can Provide the Recruitment Expertise You Need
For more than 50 years, MRINetwork has been a leader in the recruitment industry. Whether it’s manufacturing, technology, finance, or healthcare, our recruitment specialists can help you find the right professionals to meet your organization’s needs. Contact us at MRINetwork today for more information.