Specific actions to target RRRRs

In a previous post I discussed how the financial crisis is driving some baby boomer retirees (or Reluctantly Returning Recent Retirees - or RRRRs as I’ve dubbed them) back into the workplace.  I promised to follow up with some specific ideas you can put into place right away to target this market, so here goes.

1)    Downplay software requirements in your advertising and posting.  Many RRRRs are self conscious about the difference between their technological expertise and that of younger workers.  While they may have perfectly good computer skills, they are less likely to be confident in their ability to learn new systems quickly.  Let’s face it – today’s younger worker master a new technology every 3 months and they facebook/twitter/text/iPhone effortlessly.  You CAN teach an old dog new tricks, but it may take a bit longer.  If you want to attract RRRRs, you should use language that makes it clear that, while you require a certain level of computer expertise, you provide training on the specific software utilized by your company.

2)    Emphasize your need for EXPERIENCE.  The one thing RRRR’s bring to the table that their younger counterparts don’t is years of experience.  Make it clear your organization is actively seeking individuals who bring years of experience to the table.
3)    Emphasis transferability of skills.  If you are open to career changers coming from other industries, make it clear that the skills they gained in their previous career can help them succeed in this new, exciting opportunity.
4)    Simplify your online application process.  I have seen online applications as easy as e-mailing in a resume, and as complex as 27 pages of data capture over a 45-minute timeframe.  The longer and more complicated your application process, the more you risk alienating a potential employee.  Remember, anyone 40 or older remembers when submitting a resume involved typing out a resume on heavy weight stationary and putting it in an envelope.  The online application process is foreign to any baby boomer who hasn’t looked for a job in the last 15 years, to keep it as simple as possible.
5)    Focus group your employment brand with a few baby boomers.  While you can certainly hire a firm to do this (and I’d be happy to quote you on a SharpObject Consulting run employment branding focus group), you can get a pretty good idea of where you stand by simply asking a few boomers to go to your website, look at the employment pages, and apply for a few jobs online.  Everyone has a parent or cousin or aunt or uncle who they could enlist to do this.  Make sure you ask for at least five different opinions so you aren’t weighing too heavily on any one person’s opinion, and then ACT on the feedback you get.

This is only scratching the surface of a true targeted program, but hopefully if you take these ideas and add a few of your own, you’ll be on the way to reaching out to the talent you need to build your business.

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