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B&Q has long
recognised the benefits of working with people of mixed ages, it employs 39,000
people, spanning from age 16 to 93 with over 25% of its workforce aged 50 or
more, balanced with 22% being under 24 years of age.
One of B&Q core values
is “respect for people”, which is about creating a welcoming and
inclusive environment for all of its employees, customers and suppliers. B&Q
is a founder member of the Employers Forum for Age – a network created
by employers for employers to remove barriers to an age-balanced workforce.
As a member it is committed to promoting age diversity in B&Q by valuing
and respecting the contributions which people make whatever their age, actively
challenging the general acceptance of ageism at work and seeking to eliminate
age stereotyping from the field of employment.
B&Q Human Resources
Director, Martyn Phillips comments: “There are clear business benefits
to employing a work force that is age diverse and reflects our customer profile.
We have found that older workers have a great rapport with the customers, as
well as a conscientious attitude and real enthusiasm for the job. We firmly
believe that our active policy of recruiting older workers has directly contributed
to the ongoing success of our business, and in our position as market leaders
in this field, we would urge other employers to do the same.”
Rachel Krys, Director of
The Employer’s Age Forum On Age says: “The EFA, with well over 250
employer members, is the leading authority on age issues in the workplace and
offers expert advice and support to employers on managing the skills and age
mix of their organisations. Our close working relationship with B&Q has
been central to this. B&Q were the first British company to employ older
workers, and since the 1980’s B&Q has been at the forefront of challenging
ageist stereotypes. B&Q has played a key role in articulating the business
case for age diversity and their approach has constantly challenged other employers”.
History of B&Q’s
over 50s policy
In the late 1980s B&Q
was rapidly expanding, opening new stores all over the UK. To ensure the increasing
demand for staff was met, the DIY retailer turned its focus to less typical
recruitment sectors, such as women returning to work after a career break, and
the over 50s.
After a detailed review,
B&Q decided to focus its recruitment drive on the older generation. One
of the main reasons behind this initiative was recognising the value of employing
people aged 50 and over. This lies with their life skills and DIY experience
from living in their own home.
In 1989, as an experiment,
B&Q opened a store in Macclesfield staffed entirely by the over 50s. Some
initial concerns were raised regarding the more physical aspects of the job
and working with computerised systems, but these concerns did not turn out to
be a problem. The experiment proved very successful and an independent survey
by Warwick University published two years later showed that in practically every
respect - customer service, short-term absenteeism, staff turnover and sales
- the Macclesfield store's staff outperformed other stores.
For example:
· Profits were higher
by 18%
· Staff turnover
was 6 times lower
· 39% less short-term
absenteeism
· 59 % less shrinkage
· Improved customer
perception of service
· Increased skill
base in the staff base
Flexible working remains
key to attracting an age diverse workforce. B&Q has a number of employees
who balance work with their studies, caring responsibilities or general interests.
It recognises the significant business benefits associated with flexible working
and that’s why it has provided flexible working opportunities for everyone
irrespective of age, length of service or caring responsibility.
Case Studies
Tony Warner : Aged
74
Tony worked in the USA for
General Motors and didn’t want to retire. He is now part of the Service
Squad at Milton Keynes, simply because he loves being in contact with people.
Tony balances his work with his outside pastime of being an author.
Sydney Prior, Customer
Advisor at Wimbledon Store : Aged 93
The second B&Q employee
to turn 90, Syd has worked for B&Q for over 16 years, and is a Customer
Advisor on 31 hours a week contract. Syd comments: “Working at B&Q
gives me the chance to put my knowledge and experience to good use, advising
customers on their gardening projects. Working with people of all ages gives
youngsters the chance to learn a little from an old timer like myself, and they
help to keep me young at heart!”
B&Q also recognises
the importance of the changing demographics and ageing population from a customer
as well as employment perspective.
In 1989, it launched The
Over 60’s Diamond Club. This club has continued to grow at a consistent
rate since launch and now has c. 3.5 million club members. The club offers members
a 10% discount on all store purchases on Wednesdays – demonstrating the
company’s acknowledgment of the value and loyalty these customers have
shown over the years.
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