Research from Totaljobs paints a concerning picture for job seekers in the UK
The study reveals that people from Gen Z (1997-2012) submit an average of 24 job applications before securing a role—twice the number of Gen X (1965-1980) and Baby Boomers (1946-1964). This disparity raises critical questions about the prevalence of age bias in recruitment. The findings also contrast with an Indeed report published in 2024 that sparked outrage and a call to action against age discrimination for older generations.
Lyndsey Simpson, Founder/CEO at 55Redefined Group and global expert on the value of the ageing population, at the time of the Indeed report, called out the platform for publishing what she sees as blatantly ageist and irresponsible content.
The reportedly offending “careers guide” has since been taken offline since it labelled those aged 45 as ‘late career’ and 55+ as in ‘decline.’ It went as far as to suggest that those over 55 are likely ready to retire and should focus on socialising with friends and family.
With such contrasting findings on age bias in recruitment, what is really going on?
Here we examine the findings.
Why are Gen Z applications spiking?
The Totaljobs report, “The Age Advantage: Overcoming Age Bias to Hire Experienced Talent,” highlights several key challenges faced by Gen Z:
Perceptions of Youth: Over half (52%) of Gen Z respondents believe they are perceived as less reliable or loyal due to their age. This perception can lead to their applications being overlooked in favour of older candidates.
The Overqualification Trap: Faced with age-related barriers, 56% of Gen Z candidates have considered accepting jobs below their skill level, potentially leading to underemployment and dissatisfaction.
Hiding Age: Worryingly, 46% of Gen Z respondents admit to removing or altering age-related information on their applications in an attempt to circumvent potential bias.
Natalie Matalon, Chief People Officer at Totaljobs (part of The Stepstone Group) said: “Our research indicates that unconscious biases still prevent many businesses from fully accessing this vital talent pool.”
The research findings revealed that nearly three in five (59%) HR decision-makers admit to making assumptions about candidates based on age, with 51% agreeing that younger candidates’ applications are often dismissed due to perceived lack of work ethic. Additionally, nearly half (47%) believe that a candidate’s age influences their ‘cultural fit’ within a company.
Age bias: is it happening across all generations?
While the research focuses on the challenges faced by Gen Z, it begs the question: is age bias truly rampant across the board, affecting both younger and older generations? Older workers, while seemingly advantaged in this study, may encounter different forms of ageism, such as assumptions about their technological competence or ability to adapt to new working environments.
This raises a crucial point: who is ultimately responsible for perpetuating age bias? Is it ingrained in societal attitudes, or are employers primarily to blame? Furthermore, does the prevalence of age bias vary across different industries? Are certain sectors more prone to favouring specific age groups?
Matalon says businesses have the tools to tackle these biases and create more inclusive hiring processes:
“Whether it’s using AI to identify biased language in job ads, forming age-diverse hiring panels, or shifting from ‘cultural fit’ to ‘cultural add’ when assessing candidates, there are many positive and proactive steps businesses can implement to tackle this issue. The organisations that act now will not only gain access to a broader, more diverse talent pool, but also take an active part in developing workers’ essential skills and experience. Giving opportunities to younger workers also makes businesses more attractive, improving retention, creating a stronger long-term workplace.”
Navigating the age bias minefield in recruitment
Regardless of who is at fault, the research underscores the importance of addressing age bias in recruitment. Freelancers regardless of their age, can take proactive steps to mitigate its impact:
- Targeted applications: Carefully tailor CVs and cover letters to each job, highlighting relevant skills and experience. Use keywords from the job description and showcase quantifiable achievements.
- Strong online presence: A professional website or online portfolio can help showcase skills and experience to potential clients. Maintaining an active presence on professional networking sites is also crucial.
- Networking and connection: Attending industry events and actively networking can open doors to unadvertised opportunities and help build valuable connections.
- Continuous learning: Staying abreast of industry trends and acquiring new skills demonstrates adaptability and a commitment to professional development, regardless of age.
What can employers do in 2025 to eradicate age bias?
Employers have a responsibility to create inclusive hiring practices that value diversity and assess candidates based on merit, not age. Key recommendations include:
- Blind recruitment: Removing identifying information like names and ages from initial application screenings can help reduce unconscious bias.
- Skills-based assessments: Focus on evaluating candidates’ qualifications and abilities rather than making assumptions based on their age.
- Diverse hiring panels: Including individuals from different age groups in the interview process can ensure a more balanced and objective assessment.
Age bias exists, there is no denying it. Therefore the only way the UK can move towards a more equitable and inclusive job market is to add more steps in the recruitment process that embrace the benefits of a multigenerational workforce. This will not only help ease skills shortages but also enable a more innovative and flexible workforce. The best talent will also be more compelled to apply in the first place.
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