Can Information About Negative Age-Related Stereotypes Improve the Employment Chances of Older Unemployed Workers?

With increasing age, it becomes more difficult for unemployed workers to find a new job. Due to age-related negative stereotypes, employers typically prefer younger applicants. This study analyzes a marketing campaign of a local employment agency in Germany that drew attention to the problem of negative age-related stereotypes and highlighted the high value of older workers. The goal of the campaign was to increase the hiring rate of older unemployed. Using comprehensive register data and applying a difference-in-differences approach, we find that the information conveyed through the campaign (via banners, interviews, job fairs, and informational brochures) did indeed change firms' hiring behavior. The intervention increased the employment rate of workers aged 50 to 59 with unemployment experience by approximately 3 percentage points. The positive employment effects of the campaign appear to be somewhat more pronounced for women than for men. We conclude that an information campaign to overcome age-related negative stereotypes might be an appropriate measure to highlight the value of older workers and increase their employment chances. In the context of the demographic change, therefore, an information campaign might help to fight against a shrinking workforce and an impending shortage of skilled labor.