Media mogul Moses Znaimer coined the term Zoomer to refer to the demographic group that used to be known as the baby boom generation. (Boomers plus zip equals Zoomers.) As such, this group represents a vast talent pool of mature workers who can contribute to the success of your business.
What is a Zoomer?
Although there is no firm age range, Zoomers tend to be age 45-plus. They can include current workers, retirees or stay-at-home parents. They were the dominant generation 30 years ago, says Znaimer, and "they remain a dominant generation today. Zoomers are a growing, vibrant and affluent community. They look at the world with optimism; they are engaged and aspire to enrich their lives and their communities.” Another interesting characteristic of Zoomers is that they are choosing to work longer, meaning that they belong to a pool of skilled talent that is actively seeking meaningful work.
The profile of a retired person or mature worker has changed dramatically in recent decades. The baby boom generation is living longer than its predecessors. It enjoys good health and physical activity, is increasingly technologically savvy and is well educated. More than half of Canadians turning 65 over the next decade have a post-secondary certificate, diploma or university degree.
Studies show that mature workers have high job-satisfaction rates and take pride in their career. Mature workers offer experience, emotional maturity and loyalty in the workplace. They practise teamwork and believe in service to others. Furthermore, mature workers invest themselves in their organizations to help them succeed.
What are the stats?
In 2007, there were 1,749,149 people in BC between the ages of 40 to 69 – representing 40 per cent of the population (BC Stats, Population Estimates Standard Age Groups, 2007).
In 1977, the median age of British Columbians was 29. As of 2007, this median age had risen to 40 (BC Stats, Migration Highlights, 2008).
What can Zoomers offer?
- Myriad skills and attributes include highly developed judgment, problem-solving abilities, great work ethic, reliability, valuable relationships and strong commitment.
- A recent Canadian Federation of Independent Business survey said 75 per cent of respondents felt older workers bring these attributes: strong work ethic, experience, qualification and loyalty.
- Zoomers also enjoy imparting their knowledge to younger workers, and they appreciate praise. “These workers aren’t always motivated by financial rewards – this is a generation that thrives on praise and acknowledgement for a job well done.”
- Financial remuneration is not always a Zoomer's first priority. Some may have other sources of income, so their wage expectations may be lower than that of younger workers. While younger workers may be looking toward career advancement, Zoomers may focus on increasing a company’s direct overall success.
Where to start about hiring Zoomers
Being open to hiring mature workers means rethinking your traditional ways of doing business. Here are some things to consider.
- Think skills, not age: Identify ways to apply people’s skills to address gaps regardless of their age. For example, vacancies created by young workers moving into other positions may be ideal for mature workers.
- Tailoring: Move away from the “one size fits all” approach to communication and create roles, benefits and incentives with generational differences in mind.
- Understanding: Take time to learn about the various workforce generations and use this information to gain insight into your own employees.
- Mentoring and knowledge transfer: Facilitate mentoring between workers of different generations to forge positive rapport and mutual appreciation.
For tips on recruiting Zoomers, read How to Recruit Zoomers.
Some information in this article was provided by WorkBC and Venture Kamloops. It was originally published in a joint venture, entitled The WorkBC Employer’s Tool Kit: A Resource for British Columbia Businesses Booklet 2 – It’s about Ability – How to Attract, Retain and Engage Mature Workers, and is reprinted with permission. For more information, please visit www.workbc.ca and www.venturekamloops.com.
