From this week’s SHRM Newsletter: EEOC Backs Targeted Recruitment of Older Workers. We have written several posts related to this subject (Marketing to Baby-Boomers, 76 and 44). The article contains several points of valuable information.
EEOC’s Aug. 11 proposed rule change is in response to a Supreme Court decision two years ago (General Dynamics Land Systems Inc. v. Cline, 540 U.S. 581 (2004)), which concluded that there is no such thing under the ADEA as reverse age discrimination. While the current rule prohibits job advertisements favoring older persons, the proposed rule would make it permissible to encourage older people to apply. Employers may post help wanted notices or advertisements expressing a preference for older individuals with terms such as over age 60, retirees or supplement your pension.
So what are effective strategies for recruiting the older workers? Posting positions that target this age group, i.e. target mediums and areas that they will see, hear or read. Posting positions in 55 and older communities, bingo halls, clubs that are frequented by them. Also using newspapers, radio and TV advertising. Although expensive, these mediums are effective in reaching this audience because they are typically home during the day.
Also understand that they are looking for a different life balance. If you enquire as to what they want, they will tell you. Examples may be job sharing, adjusting schedules to miss rush hour traffic, a reduced work schedule or more vacation. The point is to ask and then listen. What you will gain from these concessions is a more stable, experienced work force. And they can be a great resource for relieving labor shortages.
Remember, shortages will continue to increase as the 76 million baby-boomers retire within the next 10 years. Beyond that fact, employers will hire more workers for work flows that vary during the day – this too will create added shortages. Here are some examples were employers took advantage of older workers to reduce their worker shortage.
A large bank targeted seniors to fill part-time positions when demand surges during the lunch hours. And a call center with 24/7 staffing was built across from a retirement community. Turnover is often high in call centers, so the call center allowed more flexible, two-hour scheduling. The call center also had an over-the-road bridge to make it easier for retirees to work and included insomniacs who might prefer working at night.