Recruiting for the 50+ generation: How to attract experienced professionals

Companies benefit from the experience of the 50+ generation. Those born from 1974 onwards, some of whom belong to Generation X - the generation born between 1965 and 1980 - are regarded as reliable, loyal employees who often act as mentors for younger colleagues. Here you can read how to successfully address the 50+ generation and attract them to your company.

Why the 50+ generation is valuable for companies

Employees aged 50 and over are indispensable for the labor market. They enrich companies with

• Experiential knowledge: Decades of professional experience enable them to make well-founded decisions and solve complex problems efficiently1.
• Social skills: Employees aged 50 and over are often characterized by strong communication and conflict resolution skills, which ensure a harmonious working atmosphere2.
• Mentoring skills: Older employees can pass on their knowledge and expertise to younger colleagues and thus promote the transfer of knowledge within the company.
• Reliability: They are often seen as particularly committed, loyal and trustworthy3 - qualities that are particularly valuable to companies.
• Networks and contacts: Thanks to their long careers, older employees often bring with them a broad professional network that benefits companies.

Employees over 50 therefore bring valuable skills and experience to the workforce. But how can you attract them to your company? We wanted to find out exactly and surveyed 988 people aged 50 to 65. Here you can read where talented people aged 50+ look for job advertisements and how they need to be designed to appeal to the 50+ generation.

By the way: You can get a more detailed insight into our survey in our e-book "Recruiting for the 50+ generation" - download now!

Finding qualified professionals over 50: How it works

Our respondents come from various sectors, with the majority coming from the healthcare and social services sector (14%), the manufacturing industry (11%) and public administration and the public sector (10%). A clear majority are employees (56.6%). 10.6% have management responsibility and 13.7% are not currently employed. Find out here where and how you can specifically address this target group and what people over 50 expect from job advertisements.

Channels

The 50+ generation primarily searches for new jobs via established channels: 26% use job boards such as StepStone, while classified ad portals and websites are also popular with 18% each. Specialist job boards reach 16% of this target group and 10% prefer to be approached directly by email or platforms such as XING.

A simple and direct application process is also crucial: 44.4% of respondents prefer to submit their application by email, 15.5% even prefer to send it by post. However, an overly cumbersome application process is a deterrent - this is a reason for 23.3% of respondents to refrain from applying.

Approach and application process

How they are addressed in job advertisements plays a decisive role for job seekers aged 50 and over. Around 53.8 % of respondents would like to be addressed formally as "you". A respectful and professional tone is therefore important for this target group - after all, this sign of transparency and openness creates trust among potential applicants. In addition, 80.2% of respondents attach great importance to being given a specific contact person, with 38.8% rating this as "very important" and 41.4% as "important".

A fast and transparent application process is also crucial for the 50+ generation. 63% expect a quick response, with a confirmation of receipt already signaling appreciation. Mobile-optimized application forms are another plus point that over 23% appreciate. Companies that meet these expectations give themselves an advantage in the competition for experienced talent.

Layout

The layout of a job advertisement plays a key role for potential applicants aged 50 and over. Clear, easy-to-read texts are a must, as are authentic images that create trust and make the company more tangible. A full 21.6% of respondents consider images to be "very important", while 39.8% rate them as "important". An easily legible font size is also crucial: 37.8% of respondents rated this as "important", with 16% even rating it as "very important".

To target this generation, companies should therefore rely on a precise, clear and visually appealing design. Authentic images, a clearly structured design and unambiguous texts ensure that job advertisements not only attract attention, but also convince potential applicants.

Benefits

For potential employees over 50, certain benefits are crucial when choosing an employer. Our survey has shown this: Flexible working hours ranked first with 59%, as they enable this target group to better balance work and personal commitments. Pension provision is a key factor for 51% of respondents, which underlines their desire for financial security and stability. Further training opportunities, which are rated as important by 35%, show that older employees are also interested in personal and professional development.

Companies that communicate these benefits clearly and transparently in their job advertisements gain the trust of the 50+ generation and signal that they take the needs and expectations of this target group seriously.

Targeting and retaining the 50+ generation

The 50+ generation brings valuable experience and reliability to the company. With the right approach, clearly communicated benefits and a simple application process, you can attract this talent.

Our e-book "Recruiting for the 50+ generation" offers in-depth insights and practical tips. Here you can read, among other things,

• How you are guaranteed not to reach potential applicants over 50
• what has stopped people over 50 from applying and
• you will find specific information on, for example, font sizes, contrast and , which you should definitely take into account when designing a job advertisement.

Download it now!

The Persona Institute uses data-based personas to help you tailor your recruiting to the needs of potential applicants aged 50 and over. Let us advise you or find out more about our various services.

Sources:

1. Bakotić, D., Goić, S., & Tadić, I. (2018). Motivation of Employees 50. European Scientific Journal, ESJ, 14, 47. https://doi.org/10.19044/ESJ.2018.V14N10P%P.
2. Hennekam, S. (2015). Career success of older workers: the influence of social skills and continuous learning ability. Journal of Management Development, 34, 1113-1133. https://doi.org/10.1108/JMD-05-2014-0047.
3. Kroon, A., Selm, M., Hoeven, C., & Vliegenthart, R. (2016). Reliable and unproductive? Stereotypes of older employees in corporate and news media. Ageing and Society, 38, 166 - 191. https://doi.org/10.1017/S0144686X16000982.