Not so long ago, employers created vacancies as if they were selecting contestants for Miss Universe: under 25, three higher education degrees, five years of experience, zero life commitments. At the age of thirty, you already had to justify your age, and at the age of forty, it was better not to show it at all. At fifty, it’s like being behind the scenes: you’re not seen, you’re not listened to, and you’re definitely not hired. No one even read the resumes of such candidates, they did not call for interviews, and the word “retired” in the minds of employers was automatically equated with the concept of “obsolete equipment”. But the scenario has changed. Young people have moved away, fled to freelance or simply do not want to work under conditions that were considered “normal” just yesterday. Someone has to do the work. And now those who were quietly deleted from the resume database are returning to the game. Not heroically, not with fanfare – simply because without them the whole system begins to slip, and in all spheres, including law enforcement.
How the older generation is becoming an important resource for business in Ukraine
For data specialists of the “OLX job” platform, in 2024, the number of vacancies for pensioners in Ukraine increased sharply by 33%, and the average salary for this category of workers reached UAH 20,000. The greatest demand for older workers is observed in the following professions:
- drivers;
- sellers;
- security guards;
- cleaners;
- Cashiers;
- porters;
- sales managers;
- tailors;
- handymen
These jobs also receive the most feedback from older people, and that interest is only growing. In 2024, retirees responded to vacancies 23% more often than in 2023, and 41% more than in 2022.
Research shows that the older generation has become an important source of labor potential for businesses in times of war and economic instability. Thus, during 2024, the number of vacancies for people of retirement age increased to 54,000, and already in the first quarter of 2025, more than 20,000 new offers appeared. The reason lies in a simple but important factor: companies are looking for stable, responsible and affordable employees, and that is what most retirees are. Small enterprises are especially active in cooperation with older workers. 29% of such companies noted that this is one of the ways to solve the problem of staff shortage. By comparison, only 13% of large companies also reach out to this group.
It is also noteworthy that more than 48% of working pensioners intend to continue working. The main reason is financial difficulties, because the pension is rarely enough even for the most necessary, so many people are forced to look for additional income. You can count on fairly high wages in the Kyiv, Lviv, and Transcarpathian regions. The largest number of vacancies for pensioners is concentrated in large cities, such as Kyiv, Dnipro, Odesa and Kharkiv, where business is concentrated and there is high competition on the labor market. At the same time, more and more retirees are ready to change their place of residence for the sake of stable work, and are also actively switching to remote work where possible.
The reasons for this trend
One of the main factors that has forced employers to reconsider their views on older employees is the global shortage of skilled personnel due to the war. Most industries face a shortage of specialists, and it’s not just about technical professions. Older people who have a wealth of experience and have worked in certain fields for a long time can become a valuable resource for companies that cannot afford to search and train younger employees for a long time.
According to research, many employers today are facing difficulties in hiring new employees, especially in fields such as medicine, technology and management positions. Recruitment problems are only exacerbated by demographic changes: the population is aging and the number of young workers is decreasing. Therefore, experienced professionals are becoming more and more in demand. And here, fortunately, the role of senior employees becomes indispensable.
Although ageism has not disappeared, it is becoming less noticeable in the modern realities of the labor market. One of the reasons for this is a change in cultural and social norms. Mature workers are no longer perceived as a “relic of the past” but as part of a diverse and inclusive work environment. There is a growing understanding that successful companies are those that are able to create a diverse team in which there is a place for people of any age. In addition, many companies implement mentoring programs where experienced older workers pass on their knowledge to younger colleagues. This not only reduces the tension between generations, but also allows you to preserve knowledge in the organization, which is critical in the conditions of rapid changes in the market.
For example, the Trade Union of Builders of Ukraine, with the support of German patrons, conducts free training for tilers. Charitable foundations, such as, also help companies to find and retrain older personnel Project “Labor Love”, which has been helping the elderly to socialize and realize themselves in the labor market for six years.
The change in attitudes towards older workers is also due to the improvement of attitudes towards health and longevity. Older people are now not only physically more active, but also psychologically ready to continue their careers in adulthood. Therefore, their participation in the labor market becomes more natural.
As we can see, among the obvious advantages of older workers can be noted their reliability, stability, as well as the ability to work in a team and solve difficult situations using experience. Older people usually demonstrate high efficiency, responsibility and loyalty to the company, which is invaluable to employers. In addition, many older workers are looking to extend their careers not for the money, but to feel useful, so they can work on more flexible terms or part-time that meet the needs of today’s business. In many cases, they are willing to take on less stressful but important functions, thereby ensuring the efficiency and stability of the company.
Therefore, there is now a tendency for employers to revise their views on older age. If earlier this factor was an obstacle to employment, now experienced workers have become an important personnel reserve for many companies. And this is just the beginning, because experts predict further growth in the demand for pensioners in 2025. But it was not always like that. It is clear that the war made its painful and damaging adjustments, and the shrinking population and aging of the nation affected the labor market.
It should be noted that law enforcement agencies have recently been discussing the gradual return to service of veterans — people with real experience. It is not only about those who previously worked in the system, but also about military personnel who are currently completing or have already completed their participation in hostilities. The argument in this matter is not reduced to slogans or romanticizing the service. In the center is a practical need. In wartime conditions, the security forces need personnel who have endurance, are able to act under pressure and make quick decisions in critical situations. These are the qualities that in real conditions are acquired in war.
It is also about changes in the very approach to the work of law enforcement officers. The need to respond to new challenges – the growth of crime against the background of social exhaustion, the risks of destabilization in the frontline regions, the spread of weapons – requires the police, the Security Service of Ukraine, the Security Service of Ukraine and other bodies not only to have professional standards, but also personal stability, moral endurance, and readiness to confront a seriously hardened enemy. In this context, veterans are not a romantic symbol, but a resource for increasing the effectiveness of the system.
A separate motivation is to ensure adaptation of the veterans themselves to a peaceful life. Returning to service in a structure that needs their skills is perceived as an alternative to the social vacuum and unemployment that often causes internal conflict after demobilization. Provided clear criteria, transparent procedures and adequate psychological support, such return can be both a tool for recovery and an important contribution to the security of the state.
Age discrimination in the labor market
Age discrimination in the labor market in Ukraine is a phenomenon prohibited by law, but before the war it was quite common. In accordance with research agency Info Sapiens, conducted in 2019, 54% of respondents noted that it is the retirement age that is becoming the most common reason for discrimination at work. This is really impressive, because compared to other factors, such as the presence of young children (25%) or young age (20%), the age of older candidates became a real barrier to finding a job.
One of the main reasons why employers are so alarmed is the lack of digital skills among older workers. But this is a somewhat simplified view of the problem. Older candidates, in particular people of generation X (born in the years 1963-1985 – ed.), although they did not grow up on smartphones, they have survived a period of technological changes and are quickly learning new gadgets and applications. For example, for by the results survey among users of the “Diya” application, conducted by the Ministry of Digital Policy in 2021, 45.6% of people aged 40-49 have a desire to master digital skills. This is almost as much as among young people aged 18-29 (61.4%), although not as active.
But despite all the advantages mentioned above, there is still a widespread prejudice against older workers in Ukraine. Employers often see them as less flexible or less energetic than young people. Therefore, people under the age of 35 most often apply for vacancies, as they are considered more dynamic and able to adapt to changes faster. But this stereotype is far from always true. It should be understood that age discrimination not only harms the labor market, but also creates prejudice among older candidates. Many of them doubt their abilities, believing that they will no longer be hired just because of their age. They are afraid that they are simply “outdated” for the new generation of employers. Sometimes these fears are so strong that older workers themselves begin to limit themselves in the search for work, because they believe that they will not be able to compete with younger ones.
Of course, not all senior candidates are ideal employees. As experts point out, there are people who are already tired of work and just want to live to retirement, having no desire for further development. However, there are those who continue to learn and adapt to new conditions regardless of age. For them, age is not an obstacle, and this is undoubtedly a big plus in the labor market.
Attitudes towards the older generation at workplaces in foreign countries
In many foreign countries, the attitude towards older workers is different from what we usually observe in Ukraine. Abroad, although the problem of age discrimination also exists, many countries are actively working to change attitudes towards older workers and use their experience to its full potential.
Germany is probably one of the best examples where the attitude towards older workers is developing in a positive direction. The country actively encourages career continuation even after reaching retirement age. For example, Germany has programs that support the employment of people over 50 by providing them with special training in digital technologies and opportunities to adapt to changes in the labor market. Many companies emphasize retaining experienced employees and maintaining their productivity by offering flexible hours or part-time opportunities. The German program “Initiative 50 plus” provides subsidies to employers for employment of older people. They can receive compensation of up to 50% of established labor costs for three years. In addition, the state has begun to allocate more funds for advanced training of the elderly. This approach allows not only to increase the number of older workers on the market, but also to improve the interaction of generations in teams.
Sweden is known for its policy of including people of all ages in work processes. Here, senior employees often hold leadership positions and their experience is highly valued. In recent years, Sweden has been actively implementing inclusive practices that allow older people to work until a later age, while providing a decent pension and social protection. In 2017, the country’s government even launched a program to support those who want to stay at work after retirement, offering help with retraining and upskilling.
The Australian Government has introduced several initiatives to support the professional development of over 40s. As part of the Skills Checkpoint program, participants undergo an assessment of their skills, after which they receive a career plan developed by experts, which indicates which competencies they have and which still need to be acquired to perform certain professional tasks. Yes, Australians between the ages of 40 and 70 can apply for up to $2,000 to study.
Japan is also betting big on the older generation, and has even raised the official retirement age as the need for experienced workers grows. In Japan, people over 60 continue to work, and often in jobs that require high precision and expertise. Japanese employers actively seek older people for positions that require special attention to detail and patience, and they are valued for their professional attitude and discipline.
Great Britain is also taking steps towards providing employment opportunities for older workers. Since the introduction of the Equality Act in 2010, which bans discrimination on the basis of age, many companies have begun to rethink their views on age and prioritize experience and qualifications. In addition, the UK actively supports older workers through retraining programs and financial incentives for employers who hire older people.
The US offers a variety of opportunities for older people in the labor market. In many states, programs are actively implemented for workers who are beyond the retirement age, in particular, specialized courses and training are offered for mastering new professions. What’s more, there is an increasing trend among American companies to hire people over the age of 50, especially in fields such as health care, finance, and education.
It is interesting that in many of these countries, although they recognize the importance of supporting older workers, there is still a certain problem with gaining access to modern digital technologies. However, government programs, courses, and support from employers help older people adapt to new conditions. In general, the experience of foreign countries shows that over time even stereotypes about older workers begin to gradually dissipate. Many countries are realizing that the experience, stability and professionalism of older people is an invaluable resource that cannot be ignored.
In the light of new realities, where older workers cease to be unnecessary archaisms, and become an invaluable human resource, we see a real turn in the labor market. A few years ago, the ideal candidate had to be young, dynamic, and such traits as experience or stability could be given up. Now, in times of crisis and economic instability, employers cannot afford to ignore experienced, responsible and reliable older workers.
In a world where resources are worth their weight in gold, the experience and wisdom that senior employees bring become the very strategic asset that can provide stability and perspective to a business. And although stereotypes about older workers are still alive, new approaches and inclusive practices in many countries of the world prove that age is not a limitation, but a valuable potential. Probably, now, even under the oppression of painful circumstances that the war brought with it, it is time for Ukraine to finally overcome ageism and open new horizons for the older generation, which can become a real driver of the post-war economy, and not just its invisible background.
