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More than 50 employers sign up to new Age-friendly Employer Pledge

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More than 50 employers including Zurich Insurance UK and Virgin Hotels have pledged to be more age-friendly as part of a programme run by the Centre for Ageing Better.


The Age-friendly Employer Pledge requires employers to commit to taking one action a year to improve the recruitment, retention and development of older workers. This could include reducing age bias in recruitment or introducing flexible working which are vital to helping over 50s remain in work. 

Under the pledge, businesses and organisations also identify a senior sponsor for age-inclusion in their workforce and ensure that age is specifically named within their Equality, Diversity and Inclusion policies. 

The Age-friendly Employer Pledge requires employers to commit to taking one action a year to improve the recruitment, retention and development of older workers. Photograph: Centre for Ageing Better

Pledged employer East Riding of Yorkshire Council, for example, is already offering staff free ‘Health MOTs’ since the pledge was launched on 30 November.

Employers have joined from a broad range of sectors including recruitment, charity, housing, finance and hospitality. Dr Emily Andrews, Deputy Director for Work at the Centre for Ageing Better, said: “We are absolutely thrilled with the level of interest we have had from employers in our Age-friendly Employer Pledge in the weeks since its launch."

She added: “This is a critical time for the country in terms of older worker’s participation in the labour market and it is encouraging to see that many employers recognise the value that older workers can bring to their organisation, and the economy more broadly, and are prepared to take the actions required to ensure that they recruit, retain and train more older employees in the future.”  

Adam Gray, Regional Director of People, Virgin Hotels, said: “We value workers of any age and the differing skills and experience they bring to our hotels, creating a dynamic and engaging environment for guests and our team a like.

“Hospitality is often seen as a ‘young person’s game’, and this just isn’t the case. We are pleased to do everything we can to change that perception.” 

For more information visit https://ageing-better.org.uk/age-friendly-employer-pledge

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