Posted in PR and Communications, Business, Events,
That’s what our network – and countless other PR professionals – say. What seems like a high point in someone’s career is, for many, a turning point. And not for the better.
Despite being a relationship-driven, insight-led industry, PR has historically reinforced misconceptions surrounding youth, energy, and innovation. Leaving some of the most valuable and sought-after qualities in the shadows. And it’s time to bring the issue to light.
In partnership with the PRCA, Madeleine Weightman hosted a special LinkedIn Live about the prevalence of ageism in PR, the results from our recent survey (and what they tell us about industry culture), and how fostering intergenerational teams could be our best step forward.
Here are some of the biggest takeaways from the event.
For the majority of businesses, Diversity, Equity and Inclusivity dominated Boardroom conversations in the 2010s and early 2020s. It’s one of the most critical organisational frameworks for a company to deploy to cultivate a culture of respect, productivity, and belonging. But where there’s been increased focus on representation, age is an often unmonitored factor in hiring.
As with any personal attribute, diversity in age naturally brings diverse perspectives. Professionals who have 10, 20 or even 30+ years’ in the workforce will likely have vastly different approaches to those only just starting out. They can contribute context and experience to projects, develop strategies that resonate with a broad range of target audiences, transfer knowledge and skills, and so on.
Bottom line: Investing in DEI means investing in the scope of what makes people people, and is essential to any business’ success, retention, and longevity.
…and show itself in any manner of ways. We often see this in labels like “too experienced”, and our survey reaffirms this. Of our client responses, 43% said that freelancers being “overqualified” could be an issue. While 32% said they worry older professionals wouldn’t have good levels of tech fluency – which is a common stereotype.
In reality, these labels can be veiled for broader concerns around cost, culture fit, adaptability or flexibility. Or age. Combatting this narrative means reframing the language we use around experience, and how talent of all ages and backgrounds can add value. It also requires us to adjust our perception around career progression; L&D should be a lifelong venture, not limited to junior and mid-levels.
Bottom line: Trust, relationships, strategic knowledge, industry context: these are all fundamental factors within the PR sector, and are a result of time and experience.
It’s easy to fall into the trap of making broad assumptions about talent based solely on when they entered the workforce, and what conditions and habits existed in that period. The stereotype being that talent from the Baby Boomer generation may only want to work in an office, or those from Generation Z may be averse to office working.
Cultivating healthy intergenerational teams begins when we challenge our assumptions, and look to understand motivators, values and preferences on an individual level – not a collective one. On many levels, there’s commonality between talent of different generations, be it ambitions, concerns, or approaches. And can drastically improve trust.
Bottom line: Open conversation and intergenerational mentorship can present opportunities for greater collaboration, skill share and respect in teams.
There are countless studies demonstrating the impact talent diversity has on businesses. Innovation, revenue, retention, productivity – all of these are drastically higher when led by diverse teams. Different life experiences and thinking models can better serve client needs, resonate with consumers, foresee risks and opportunities.
Creating the right dynamics is essential. Developing project teams based on skills and strengths will aid internal culture as well as output. And there’s a lot to be said about company structure. Those looking to progress need to be presented with the right opportunities to do so. And those looking to stay in the “thick of it” shouldn’t feel forced into senior leadership purely because of age.
Bottom line: Wisdom and leadership aren’t limited to older talent, just as innovation and energy aren’t limited to younger. Breaking away from labels will enable stronger intergenerational cultures.
Age is an integral but often underestimated part of the DEI conversation. Acknowledging the need for diversity and inclusion in the workplace means also acknowledging the power of intergenerational teams – and the value that older professionals bring.
Without addressing the prevalence of ageism and unconscious bias in PR, businesses risk missing out on the full spectrum of talent, perspective, and potential. By challenging assumptions, embracing individuality over generalisations, and developing company structures which cater to all professional aspirations.
For the first time in modern history, we have five generations in the workforce at once – and chances are, this trend will continue as people live longer and prioritise their careers. The future of successful businesses hinges on their ability to cultivate these inclusive environments.Want to talk about the support you need for your business? We’re here for that. The Work Crowd has a vast network of freelance and interim support ready to plug into your team for the next big win, project, or additional resource. Get in touch. Let’s talk.