Employers who have taken positive steps in tackling age discrimination were officially recognised at the Age Positive Awards ceremony hosted by Malcolm Wicks, Minister for Pensions, in London yesterday.

Employer award winners

English National Employer Winner – Yorkshire Water

In 2003 Yorkshire Water’s Directors agreed a new equality and diversity strategy. Their diversity brand ‘Open to All’ was launched in 2004 at a high-profile event attended by senior managers and external stakeholders. They have profiled the strategy through internal and external communications media.

Yorkshire Water has an excellent track record of recruiting, retaining and developing people of all ages. The average age in Yorkshire Water is 41 and the average length of service is 21 years.

Their flagship graduate programme also has no age restrictions – one of the programme members was 35 when she started.

Yorkshire Water is reaping the rewards of having an age diverse workforce – in Ofwat’s overall ranking of UK water companies they have risen from 10th position in 1995 to 2nd in 2003 and have recently been confirmed by Ofwat as the most efficient company in the water industry.

Scottish National Employer Winner – First Group PLC

First Group strives to ensure the composition of their workforce reflects the mix of communities they serve. Through their Total Rewards programme, they are introducing a range of benefits and opportunities that recognise the needs and hopes of all their employees, whether they are older or younger, male or female, full time or part time.

A key part of the programme, the ‘Flexible Decade’ option, is designed to enhance First Group’s ability to attract and retain older employees. This option dovetails flexible working opportunities with flexible pension scheme options for employees aged 60 and over.

Welsh National Employer Winner – Iceland Foods PLC

Iceland employs 17,000 people with ages ranging from 16 to over 65. They have been proactive in encouraging the recruitment and retention of an age diverse workforce for a number of years.

Iceland’s policies have changed to reflect the new legislation. 20% of their workforce are over 50 and, as part of their recruitment strategy for 2004, they aim to significantly increase this figure. Their customers have demonstrated an appreciation of being able to approach both young and more mature store colleagues. Iceland Foods actively encourages training for all ages.

Special Contribution Award – Morgan Cole

Morgan Cole is a leading law firm with five offices in London, Swansea, Cardiff, Oxford, Reading and Croydon.

They are receiving a special contribution award for their work toward the campaign. As well as having their own age diversity policies, Morgan Cole has launched a two-year campaign which involves partnering with major organisations to introduce best practice policies, procedures and practices on age diversity.

Employer Outstanding Achievement Award – Bridgend County Council

Bridgend County Council’s Age Policy examines age at both ends of the spectrum, older and younger employees. The Council have initiated and worked to achieve a number of key principles including:

The Council was also recognised as the first Welsh Council with Age Positive Employer Champion status in April 2004.

Employee–Age Analysis for Bridgend County Borough Council:
Average age of employee – 41 years
Age of youngest employee – 15 years
Age of oldest employee – 83 years

Overall age profile:
16 – 24 years of age 639
25 – 34 years of age 1716
35 – 49 years of age 3371
50 – 55 years of age 1237
Over 55 years of age 1104

“We are delighted to be the first Welsh Council to receive this Award as we have made great steps towards tackling the problem of age discrimination,” said Neil Lodwick from Human Resources at Bridgend County Borough Council. “We are very pleased to be on board – not only to champion the cause, but also to help other Welsh organisations to realise the value and benefit of having a mixed-age workforce.”

“Bridgend County Borough Council has taken a strategic approach to examine their policies to reflect best practice,” said Sam Mercer, from Employers Forum on Age. “As a local authority, they are a great example of an employer who is introducing age positive measures into all their human resource policies.”