Engaging over 35s: an untapped talent pool

For many employers, early careers recruitment still centres on younger students and graduates. But those aged 35 and over can bring valuable experience, transferable skills and fresh perspectives into the workplace

Engaging this group gives employers the chance to broaden their talent pipeline, tap into an experienced market, as well as strengthen their own retention.

In our Early Careers Survey, 23% of respondents were aged 35 and over. In this article, we highlight the key findings about this group and provide best practice to engage and retain this important talent pool.

(If you need support engaging this audience, get in touch with our team.)

Key insights from the survey

The current employment landscape

• Nearly a third of over 35s said they wanted to change careers.
• One fifth described themselves as being established in their careers.
• 26% said they plan to leave their employer in 2025.
• Among those planning to leave, the majority (63%) were working on-site, rather than hybrid or remote working.

Different priorities when choosing a role

• Work/life balance was the top priority for over 35s.
• Company culture ranked second, yet was among the least important factors for under 35s.
• This group also placed more emphasis on making a positive impact and an organisation's environmental credentials.
• Overall, this group values meaningful, ethical work that aligns with their own personal values.

A more selective job search

• This group was much more targeted when job hunting, with 78% of over 35s submitting fewer than 20 applications, while 12% sent no applications at all.
• This 78% figure rose to 82% for those in employment.
• Unlike younger respondents, this group is less likely to apply widely, but instead wait for a role that aligns with their goals, values, and lifestyle.

Channels they are using

• Over 35s found AI tools and podcasts the most helpful sources for careers advice, making them key channels for engagement.
• This is a sharp contrast with under 35s, where AI tools and podcasts ranked fairly low in helpfulness.

Ways to engage this audience

Engaging and supporting over 35s isn't about reinventing the wheel. It's about recognising where their needs differ and adapting accordingly. Here are some practical areas to focus on.

Get the essentials right

 This group applies selectively, so first impressions matter. If the basics aren't included in your job descriptions, they'll likely move on.

• Be transparent about salary, benefits, flexibility and working patterns. Don't hide these details.
• Make sure work/life balance, values and impact feature in your messaging.
• Remember the job description is just the entry point. Once you've captured their attention, use career pages, social media and employee stories to bring your culture and values to them. Case studies, news updates, awards and highlighting sustainability initiatives can help demonstrate the difference your organisation makes.

Flexibility isn't just providing remote working

For over 35s, flexibility is a key area of work/life balance. It's not just about offering remote or hybrid arrangements.

• Think about offering flexible hours and working patterns to suit the employee.
• Show how your culture supports healthy boundaries, such as discouraging out-of-hours communication.

Support career progression and retraining

With almost a third considering career changes, employers who support development will stand out.

• Offer clear pathways for internal moving, retraining, secondment opportunities and mentoring.
• Invest in reskilling opportunities, particularly in areas where skills gaps are growing.
• With this, some employees may leave, but it can also mean you build loyalty, strengthen your reputation as an employer and you may see them return later with new skills. Additionally, encouraging internal moving can mean you bring in staff across the business with new perspectives and skills.

Use the communication channels they value

Our survey shows over 35s look for information from multiple sources.

• Over 35s find AI tools and podcasts especially helpful. Consider how your employer brand can feature in these spaces. For example, a guest appearance on our podcast channel.
• They also favour AI tools, so make sure to have clear guidance around AI use in your recruitment process.
• At the same time, remember this group applies more selectively. They want to know what it's really like to work for you and they will take the time to find out more about your organisation. Make sure your messaging across all platforms is consistent, authentic and reflects your culture.

Strengthen retention strategies

Engagement shouldn't stop once someone is hired, retaining staff requires focus as well. As our survey shows over a quarter of over 35s are considering leaving their employer in 2025.

• Make sure to have regular career development conversations to check in on goals, developments and concerns.
• Have structured recognition and progression pathways. Lack of acknowledgement can be a common reason employees leave.
• For those working on-site, think about how the environment can be made more engaging. Think about having collaboration opportunities and wellbeing initiatives.

Why it's important

Over 35s bring skills and a wide range of experience to the workplace. By addressing their priorities and challenges, employers can not only attract new hires, but also retain their staff, ensuring they feel valued and supported throughout their career.

Further resources

• Early Careers Survey 2025
• Seeking work/life balance and using AI: navigating careers after 35
• Why do so many experienced workers want to leave their employer?
• Finding the right fit: how over 35s approach the job market

 If you'd like any support with engaging this audience, get in touch with our team today. We offer products like employer profiles and podcasts to get your employer brand and culture in front of the right audience. Contact us to find out more.

Thanks for reading the latest newsletter. If you have any thoughts or feedback on future topics we should cover, please get in touch. You can find out more about what we do and how to advertise your opportunities with us on the Prospects website.

Written by

Matthew West

Marketing communications executive

Prospects at Jisc