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13. Juli 2011
Celina Pagani-Tousignant
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Older Workers and Retirees: An Untapped Resource for Corporate Volunteer Programs

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Only a few leading companies are taking a strategic approach to engaging older workers in volunteer activities. Most companies find themselves mired in old paradigms about retirement, post-retirement employment, and the volunteer options preferred by older adults. But a profound transformation is developing in the attitudes toward aging and employment. A new paradigm is emerging that acknowledges older adults as a demographic group with a significant amount of free time to dedicate to volunteer activities. Moving forward, there is a great opportunity to mobilize older workers and retirees for civic engagement.

Corporate volunteering and trends in life expectancy

As the popularity of corporate volunteering rises, another trend has begun to unfold, one that impacts the workplace and society as a whole: The life expectancy of people is increasing, especially in developed countries. In Japan, Canada and Sweden, for example, people live 81.1 years on average, while in the US and UK they live to be 78. People in their 60s may retire or decide to continue working; but whether they stay or leave, these older workers have experience and knowledge to share.

It is surprising, then, that so few companies are actively addressing these demographic trends in connection with corporate volunteering and that even fewer are taking a strategic approach in this work. Most companies have age-neutral human-resources policies, and targeting employees by age is
novel. In particular, their volunteer programs focus on engaging the population as a whole.

Volunteering trends among older adults

A new type of older adult volunteer is emerging: A person with skills, know-how, experience
and, above all, free time. This individual is looking for meaningful opportunities to enrich his or her life and is seeking volunteer opportunities. It is time to rethink our paradigms related to older adults engaging in volunteer activities.

Volunteering holds substantial benefits for older adults: Studies show that elderly volunteers suffer fewer diseases and live longer than those who remain at home. Volunteering offers a way for people to give back to the community without the constraints of paid employment. For some people, volunteering provides an opportunity to expand their skills and can serve as a stepping stone from one field of employment to another. For others, it is a way to ease into retirement, helping to meaningfully fill one’s time and decrease depression.

Although older adults possess great experience and skills, their talent is underutilized. Several roadblocks can hamper older adults in finding their way to volunteering. The US-based NCA Center for Best Practices cites insufficient connections between older adults and potential volunteer opportunities, outdated models of volunteering, transportation and cost as the main barriers to volunteering among older adults. This population group has a hard time finding out about volunteer opportunities suited to their needs and abilities. Some volunteer databases exist, but they are not designed with the older adult volunteer in mind.

Older workers and corporate volunteer programs

Corporate volunteer programs are a potential source of engagement for older adults. Studies conducted in the US show that some companies have strategies to involve retirees in their corporate volunteer programs, but none has made the effort to target older workers. A study conducted by the Boston College Center for Corporate Citizenship titled “Expanding the Boundaries of Corporate Volunteerism: Retirees as a Valuable Resource” finds a lack of strategic connection between corporate volunteer programs and the changing nature of retirement in the US. The 22 companies surveyed had a significant number of older workers and represented industries such as financial services, pharmaceuticals, telecommunications and manu facturing.

The study found that:

  • Although almost half of the companies in the study included retirees in their corporate volunteer programs, few strategically targeted them. Half of the managers interviewed reported a low-level of interest in retiree volunteering and few viewed retirees as an untapped asset.
  • Several companies expressed the importance of maintaining contact and goodwill with departing employees, who retain a status of “alumni”.
  • Older workers and retirees prefer projectbased rather than long-term volunteer work.
  • Most companies stressed the importance of promoting volunteering early on and throughout the employment experience.
  • Retirees do not want to be in segregated programs, so companies described efforts to integrate employees and retirees into intergenerational exchanges
  • Employees and retirees said that including retirees in corporate volunteer programs is good for the business. There is no hidden cost of release time, and retirees can help promote a positive image for the company.

Implications and conclusions

As corporate volunteering becomes more popular, it will become increasingly important for
companies to create a strong pool of volunteers among older adults. The first step to achieving this is to understand how a multigenerational workforce can provide a competitive edge in the marketplace. Companies that offer older workers flexible work arrangements and opportunities for personal growth will have an advantage in recruiting and retaining older workers. By targeting older adults for corporate volunteer programs, companies are more likely to build lasting relationships with their older workers and retirees that translate into an increased desire to stay engaged and productive.

 

This is an abstract of an article published in "Corporate Responsibility 2011" by F.A.Z.-Institut and AmCham Germany. The full article can be downloaded here.
 


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