- Aegon Second 50 research highlights generational preferences regarding what words in job adverts drive interest or repel applicants.
- "Reliable," "Experienced," and "Team player" are most likely to encourage 50+ job seekers to apply.
- "Social media" is the most age divisive term. 54% of 18–24-year-olds chose this as having top attraction in job adverts but only 10% of those over 65 found it appealing.
The turn of the year is often seen as a chance to make a fresh start in the world of work, with many seeing it as an opportunity to apply for a new role.1 Aegon's Second 50 research highlights how specific words and phrases can elicit quite different reactions from job seekers, depending on their age.2
Aegon's Second 50 research, which focuses on how we can make the most of life after 50, revealed some fascinating findings when exploring the world of work.
From a list of 20 words and terms in job adverts, "Reliable," "Experienced," and "Team player" are most likely to encourage job seekers in their 'Second 50', or over 50s, to apply.
The terms "Startup culture," "High-pressure environment," "Digital," and "Social Media" are the least appealing words for the 50+ cohort.
The most divisive term between younger and older workers was "social media." While 54% of 18–24-year-olds chose this as having top attraction in job adverts, only 10% of those over 65 found it appealing.
Steven Cameron, Director of Pensions at Aegon, commented:
"With the festive decorations stored away and New Year resolutions either abandoned or in full swing, this is the time of year when many people start contemplating their future and applying for new jobs.
“To attract the most skilled workers, jobs need to be appealing to a diverse range of applicants. Aegon's Second 50 research, which considers many aspects of ‘life after 50’, looks at recruitment through an age-focused lens. The latest report uncovered insightful findings about what draws people across the age spectrum to a new position.
“The research clearly demonstrates that words and phrases can be interpreted in many ways and have diverse levels of appeal to different age groups when it comes to applying for a new job.
“Age is, of course, not the only characteristic where the way a job is described can influence job seekers. Gender and the challenges towards embracing equality are well documented, and we’d like to be sure age inclusion is equally high on the agenda for employers. Staying in or returning to the workforce after 50 can be important for individual wealth and wellbeing. It’s also something which the government should be encouraging as it focusses on driving UK economic growth.
“Aegon, as an employer, values an age-inclusive workforce and uses technology solutions to further test the language of job adverts. Age inclusivity and wider diversity and inclusion are important to consider at all stages of people’s working lives”
Mike Mansfield, CEO ProAge, added:
“ProAge welcomes Aegon’s findings that emphasise how inclusive language is vital for workplace inclusivity. Appropriate imagery is also important. Welcoming all ages and highlighting growth opportunities can attract and retain older employees, fostering a more inclusive environment.”
References
- Five reasons to start your job hunt before the New Year. Data source, Michael Page, accessed 9 January 2025.
- The Second 50: Navigating a multi-stage life. Data source, Aegon UK, published 8 October 2024. Research was conducted by H/Advisors Cicero in July 2024, in a nationally representative survey of 900 UK workers and 100 retirees.
About Aegon
In the UK, Aegon offers pension and investment solutions to over 4 million customers. Aegon employs over 2,000 people in the UK and together with around 500 people employed by Atos, we serve the needs of our customers. Figures correct as at 31/12/2023. More information on aegon.co.uk/about-us
Aegon UK is part of the wider Aegon Group, an international financial services holding company. Aegon’s ambition is to build leading businesses that offer their customers investment, protection, and retirement solutions. Aegon’s portfolio of businesses includes fully owned businesses in the United States and United Kingdom, and a global asset manager. Aegon also creates value by combining its international expertise with strong local partners via insurance joint-ventures in Spain & Portugal, China, and Brazil, and via asset management partnerships in France and China. In addition, Aegon owns a Bermuda-based life insurer and generates value via a strategic shareholding in a market leading Dutch insurance and pensions company.
Aegon's purpose of helping people live their best lives runs through all its activities. As a leading global investor and employer, Aegon seeks to have a positive impact by addressing critical environmental and societal issues, with a focus on climate change and inclusion & diversity. Aegon is headquartered in The Hague, the Netherlands, and listed on Euronext Amsterdam and the New York Stock Exchange. More information can be found at aegon.com /about/our-company
The information in this press release is intended solely for journalists and shouldn’t be relied upon by any other persons to make financial decisions.