Age Diversity in the Workplace

What does age diversity mean in the workplace?
“Older workers can make important contributions to productivity and growth if employers recognise their value, adopt the right policies and establish a supportive culture in their organisations. In such an economy, growth will be sustainable and broadly inclusive and older individuals, and those who depend on them, will enjoy greater financial security. Companies will be stronger due to the maturity, stability, skill and institutional knowledge of long-time employees. We all will benefit.” - OECD

The employment market worldwide has shifted in recent years and employers, particularly since Covid, are facing noticeable shortages in available talent pools and a lack of required skill sets to fulfil their business needs. One demographic which remains relatively untapped is the over 50s, a group which is gaining recognition as a possible solution to these human resource shortfalls. However, older workers are not simply a stopgap. Research shows the positive impact that age diverse teams have on productivity and that older generations can bring a wealth of life experience to numerous different roles. 

Global research by management consultancy, Bain & Company Inc., has shown that older generation workers will make up a quarter of the workforce worldwide by 2031 but that only a small percentage of businesses have specific policies around integrating employees aged 50+.

In July 2023, the UK government announced a number of measures to help over 50s jobseekers back to work, and organisations fully committed to diversity and inclusion are pushing hard to ensure women leaders, of whom some fall into older age groups, are succeeding in making it to the highest levels of the corporate ladder (as highlighted in the latest FTSE Women Leaders Review). 

The positive impact of an age diverse workforce
“A lot of what we do is customer interaction, and while 16- and 17-year-olds are full of energy and stamina, the older generation are great role models in terms of interaction with people, great role models in terms of work ethic, and they're often not afraid to tell us where we could do things a bit better.” - Dawn Browne (People & Talent Director) Fuller's Brewery.

Some of the benefits shown to arise from a multigenerational workforce include: 

WiHTL Member, Fuller, Smith & Turner’s (Fuller's Brewery), acknowledges that older employers as an individual demographic can bring a huge amount to the table: life experience, the confidence to talk to people, and to be a calming influence – a person who doesn't panic when things go wrong – because they've been there, seen it, done it. There are very few downsides to employing older workers: they can drive, they have different priorities and more time flexibility, and they have a strong work ethic. 

Another Member, Saga Travel Group (Saga plc.), whose business specialises entirely on products and services exclusively for the over 50s, is clearly advanced in understanding older generations from a customer point of view but they fully recognise the importance of reflecting this demographic within their workforce:

“The world is going through a change in the way we communicate with customers and how customers interact with us. Having colleagues of a similar demographic from a customer perspective in your business is almost priceless.” John Constable CEO, Saga Travel Group & WiHTL Advisory Board Member

There are multiple benefits for older employees themselves. One of the most important is based around the social aspect of a work environment and where better than the hospitality, travel, leisure and retail sector to find this? 

Championing older workers

Saga has a learning and development team and is looking into how to accommodate training according to skill sets. People Director, Rachel Reddan explains how Saga has signed the the Age Friendly Employer Pledge with the Centre for Ageing Better to demonstrate their commitment to recognising the importance and value of older workers. They have worked together with ProAge to provide insight into great age inclusion, including producing a case study with one of their employees highlighting how 50+ employees bring value and essential perspective to many roles.

Fuller’s currently employs around 5% of their workforce (it has a number of employees who are over 70 years old, and some over 80) within the 50+ demographic but it is planning on doubling that figure. When recruiting, they therefore look to provide opportunities that fit around potential new employees’ capability and lifestyle. Dawn Browne, People & Talent Director, provides examples of the different ways in which older workers prioritise different aspects to working than other demographic groups: they might only want to work a couple of breakfast shifts a week if they are early risers, or want to work the Sunday lunch shift because they like having families around. 

Promoting the benefits of older workers has included training management teams on the benefits of age diversity. For example, Saga have launched a colleague training course on the ‘Basics of Ageing’ on their Learning Management System. This includes two short e-learning modules which are mandatory for all colleagues to help deepen their knowledge and understanding of their client base which also reflects their older employees. One module  focuses on ageing through the lens of a customer and the other focuses on the positive truths about age, and understanding the benefits of seeing age in a completely different way.

27% of Saga Travel Group is aged 50+ and they are aiming to reach 30%. In some parts of the business, the percentage of employees is even higher. For example, their driver population for their VIP Chauffeur car service is over 90% 50+ and often attracts retirees due to the flexibility and ability to connect with people of a similar age.

Fuller's Case Study

Tracy Allen – Front of House Team Member, The Bay Tree, Burford

Tracy Allen is a 52-year-old grandmother and has worked in hospitality since 2010 – prior to which she worked in marketing, before being made redundant in 2008. She took a job in hospitality to meet people – and has never left. Tracy joined the team at The Bay Tree two years ago, attracted by an advert that offered a Monday to Friday shift from 7am to 3pm.

Tracy has two children and five grandchildren. Her daughter and three of her grandchildren live just a couple of miles away, and the 3pm finish on her daily shift gives her the flexibility she needs to be a hands-on Granny.

“It’s great,” says Tracy. “I can easily go and pick the kids up from school in bad weather and I can be on hand to help out if my daughter needs it.”

Tracy also brings additional skills to the team at The Bay Tree: “I can relate to families and small children, and when I’m dealing with a busy breakfast shift, that can be really helpful. I understand the importance of ketchup and the short attention span of a three-year-old!” While the job gives Tracy flexibility within the working environment, her grandkids give her the lift you need after a tough shift. “It’s great,” she says. “If I’ve had a rough day dealing with some difficult customers, my grandchildren really cheer me up. This position really does provide the perfect balance – I need to work, but I need to be there for my family too. And my job at The Bay Tree allows me to do exactly that!”

Age Inclusive Recruitment

Attracting an older demographic when it comes to recruitment requires a different approach both in terms of gaining access to an older group of people looking for work but also in how to ensure that advertising jobs is done in such a way that does not put off age 50+ applicants. Fuller’s partners with Rest Less, a digital community which caters solely for the over 50s and provides a job search platform for those wanting to work for age diverse employers. This adds an extra level of expertise and success in reaching older workers. Saga actively promotes recruitment for the over 50s, such as in the Saga Magazine with advice and tips on job-hunting but also on career information. Both businesses are looking at "returnerships" and apprenticeships with over 50s in mind across a broad range of roles, steering clear of stereotypical typecasting for the roles available. 

Considerations within the recruitment process can include removing age bias from job adverts, offering relevant training and flexible working hours, investing in employee health and wellbeing, and providing phased retirement schemes. With the digitalisation of so many processes which can be intimidating to older candidates, Fuller’s has made the decision to centrally screen potential employees thus removing part of the automated process, and then connecting them to the appropriate pub or hotel so that they can continue the conversation in-person or on the telephone rather than having to do everything online.

Looking forward

With populations living longer, a higher cost of living delaying decisions to retire and labour shortages being a big impediment for economic growth, businesses and the wider economy can benefit enormously from employing (and retaining) older workers. However, to successfully integrate them into available roles for both recruitment and retention purposes, initiatives to tackle age bias and enhance flexible working rights need to be established and evolved.