Talent Has No Age: How to Recruit Across Generations
“Ageism bias could be costing the UK up to £138 billion in lost economic output” Totaljobs
I often hear: “Focus on Gen Z, they’re the future!”
And yes, here at Glen Callum Associates we’ve done extensive work on engaging Gen Z, including our Recruitment Director Glen Shepherd’s 2024 IAAF conference talk on the subject. However, our thinking has since evolved.
Focusing too narrowly on one age group risks overlooking a huge pool of talent. In fact, ageism costs the UK economy an estimated £138 billion in lost output each year. That’s a staggering figure and a clear sign that recruiters or hiring managers need to think differently.
Moving Beyond Stereotypes
It’s easy to fall into clichés however Boomers aren’t all technophobes, Gen Xers aren’t all cynical, Millennials aren’t all trend-chasers, and Gen Z? They don’t all live on TikTok. The reality is far more nuanced. Every generation brings unique strengths, and individuals rarely fit neatly into stereotypes. By shifting the focus away from age and looking closer at skills, attitude and potential, recruiters may uncover talent they might otherwise have missed.
Why Inclusive Recruitment Matters
The most effective recruitment campaigns don’t focus on a single generation but resonate across them all. After all, with four (and arguably five) generations active in today’s workforce, it’s essential to consider each when hiring.
Today’s workforce thrives when multiple generations work side by side. Limiting campaigns to one demographic not only reduces reach but also risks alienating strong candidates. Inclusive recruitment ensures organisations benefit from diverse perspectives, experiences, and problem-solving approaches.
But age bias is real, and it costs businesses dearly.
As Senior Consultant Kayleigh Bradley puts it: “Some clients ask for ‘young and hungry.’ What they really want is enthusiasm and drive, and we’ve seen that at every age.”
Age Bias Happens at Both Ends
Research shows the impact:
- 57 is the average age at which candidates are considered “too old” for a role — excluding an estimated 4.2 million people in England and Wales. Total jobs Oct 2024.
- A study published on SpringerLink (Oct 25) found that younger candidates who applied to managers at least 15 years older received 23% fewer callbacks, even though their qualifications were identical to other applicants.
- 59% of HR decision-makers admit to making assumptions based on age, and 42% say they’ve felt pressure to prioritise younger hires. Totaljobs Oct 2024.
- 17% report being rejected outright because of age. Older candidates often face stereotypes (“too much experience”, questions about health or technology) ageing-better.org.uk
- Gen Z (aged 18–28) apply to twice as many jobs on average (24 applications) before getting hired compared to older generations (Gen X = 13, Boomers = 11). Totaljobs
When you look beyond age and focus on what really matters i.e., skills, attitude, experience and potential, then you discover talented people who you may have previously overlooked. At Glen Callum Associates, we’re proud to work this way. We believe great people come from every generation, and by staying open-minded and by using our screening and matching skills, we help our clients reach candidates they might otherwise miss.
As Senior Consultant Robert Cox explains: “We’ve placed candidates in their 20s and 60s into roles they love. It’s not about age, it’s about fit.”
How to Recruit Across Generations
Here’s how we approach inclusive campaigns that appeal to everyone:
- Lead With Shared Values, Not Stereotypes Show what your company stands for by demonstrating purpose, honesty or flexibility rather than catering to supposed generational traits.
- Highlight Individual Experience Celebrate skills and knowledge, whether someone is just starting out or has decades of expertise.
- Offer Options To Engagement Some candidates prefer short videos or social content, others want detailed guides or structured webinars. Provide multiple ways to connect.
- Celebrate Collaboration Across Ages Mix experience with fresh ideas during interviews and use cross-generational panels.
- Keep It Real Don’t promise beanbags and football if what you offer is career growth and stability. Match recruitment messaging with actual workplace experience.
Quick Guide: Engaging Each Generation
Note: These are trends, not boxes, people are individuals first, generations second.
The Bottom Line
Talent has no age. The best teams mix fresh ideas with experience, and the best businesses thrive when they embrace a multigenerational workforce.
By avoiding stereotypes, celebrating skills, and offering multiple ways to engage, you’ll attract a wider pool of candidates, boost performance, and create a workplace that feels fair and inspiring for everyone.
At Glen Callum Associates, we believe opportunity shouldn’t have a date of manufacture. If you’d like advice on building inclusive recruitment campaigns across the generational divide, or likewise if you are a candidate and you want to work with a team of recruiters who value talent at any age then contact me, lets talk!
Kerrie Richards, Director on 07815879169.
Call 01384485274 or Email jobs@glencallum.co.uk
