How Age Aware are you?

On 1 October 2006, legislation outlawing age discrimination will come into force. It was therefore timely for Springboard, in association with Croner Consulting and DWP to host a conference focusing on the implications of this legislation within hospitality, leisure, travel and tourism.

With an ageing population and the HLTT industries constantly chasing new -largely young - recruits, the conference sought to heighten the value of an age diverse workforce. The aim was to provide practical advice to HR Managers on such areas as recruitment, dismissal and retirement and demonstrate best practice.

To underline some of the non-PC pitfalls and stereotyping associated with the employment of a more mature workforce, Erica Harley Associates and Forum Theatre performed two entertaining scenes. Through audience participation, a young male interviewer of an older woman was set straight on how he should best conduct the interview in a non- age discriminatory manner.

Martin-Christian Kent, Research Director of People 1st, posed the question: ìOver a third of our workforce is under 30!but does it matterî. The demographics are quite startling. Even when measured against Retail, HLTT has more 16-24 year olds than any other working age group. With 37% of the workforce falling into this age group and only 12% of the actual population (2004) doing so, the implications are clear. By 2021, this discrepancy will be even more marked. We are focusing our recruitment on a very small labour pool, one that will continue to shrink. The challenge will be to target an older labour pool, more reflective of our consumersí age profile.

Richard Smith, Employment Director of Croner Consulting, employment law specialists, emphasised that HR professionals must demonstrate non-discriminatory procedures utilising a high degree of evidential support. In a detailed, thought provoking presentation, he explained the requirements of the law with regards recruitment, harassment, service-related benefits, dismissals, retirement and the considerations of the employment of people beyond 65. With the Act only months away, Richardís advice was to make that action plan now!

Christine Ashdown from the Department of Work and Pensions brought to the conference clear evidence of the benefits of working with a more age diverse workforce. She debunked some myths about older people having more accidents at work, more time off work and fewer ëlittle grey cellsí. The results of the well-known trial by B&Q of only having older employees in one store were emphatic: absenteeism down by 40%, retention up by a staggering 83% and profits up by 20%. Many companies such as ASDA, IKEA and Thomas Cook have benefited from an age diverse approach to recruitment. The message is: engage in the Age Positive ëBe Readyí campaign and reap the benefits.

An Age Positive champion who has clearly benefited from reflecting her customer base in the employee age profiles is Olivia Besly, Recruitment Manager at Newham College of Further Education. The College has undertaken an extensive programme to ensure an age diverse work force that is balanced across the 18-59-age range. The Age Positive logo appears on all advertising. Job descriptions focus on competencies. All staff involved in the recruitment process must attend five courses before taking an interview. The HR department vets all questions. Detailed procedures are in place for staff development, promotion, flexible working (including ëgrandparent leaveí), retention, redundancy and retirement, all ensuring that age is not an issue ñ even beyond retirement.

After a lively Q&A with the panel of speakers, the Conference closed with the prospect of much work ahead for HLTT companies to develop an age diverse workforce but with much more clarity on what is required.