The phenomenon of older Australians being left on the scrap heap in the job market has been well covered in the media, here’s just two articles we came across.
Being left ‘on the scrap heap’ the harsh reality for some older jobseekers
Increasing number of older Australians on the scrapheap
Over 50 and over the hill, it would seem.
The cohort of baby boomers who have lost their job but are not yet ready to retire is surprisingly large. Many decide to start up their own businesses. And I don’t think it is just in Adelaide where I live. I suspect this is being seen in many cities across the world.
Does the low level of digital literacy, or the digital divide, make it more difficult to re-enter, or stay in, the workforce? And if the older worker has decided to start their own business, will their digital literacy level impact on the success of their business?
I think it does.
As a business advisor with the Southern Business Mentoring Program and the City of Tea Tree Gully I hear from many older start-up business owners. These solopreneurs have frequently had productive and interesting careers that have come to an end. In considering whether to attempt to get back into the workforce or to start their own business, they’ve opted for their own business.
Older start-up business owners often have more resources than their younger counterparts. Many have savings to put towards the business, they have a lifetime of business experience and have built up business acumen.
What they frequently don’t have, is a high degree of digital literacy. And in today’s world that matters. And it particularly matters when it comes to marketing.
Word-of-mouth is still a great way to promote your business. And a lot of word-of-mouth and referral is online – via social media.
Being seen on page one of a Google search is essential for some businesses.
Using websites, email and other online tools is all part of a work day in the office.
The requirement to go digital is all around us. Business owners can’t afford to be left behind.
The digital divide is real and it’s been measured. The annual Australian Digital Inclusion Index rates people’s digital inclusion on three factors:
- Access
- Affordability
- Ability
The ability factor is further divided into:
- Attitudes
- Basic Skills
- Activities
Women 50 – 64+ have an attitude towards things digital of 42. Their younger 14-24 year old counterpart’s index is 60. For men the difference is 46 compared to 66. The lower the number the lower your enthusiasm, learning and confidence in the digital world.
What does this mean?
It means older workers show a propensity not to enjoy or be engaged with stuff that’s digital. And that could, and I believe is, impacting on their business success.
I see this played out time and time again in my mentoring sessions. Older business owners have a very poor understanding of what it takes to present well online and many would prefer to have as little to do with it as possible.
In my book, ‘Online Marketing for Baby Boomers,’ I talk about it being the Golden Age of Social Media. Social media and online marketing is a phenomenal opportunity for business owners.
But it’s not a free ride. It takes time and effort – a lot of time – and a lot of effort.
One post a week on Facebook is not going to cut it. One blog post a year or three e-newsletters in three months and then none in the next nine is largely a waste of time.
Digital marketing in general requires a committed effort.
Let’s compare this to the 70’s or 80’s, when many businesses would place an advert in the Yellow Pages – it cost a lot of money – but hardly any effort. You’d work out the advert size you wanted (or could afford), fax back the artwork, pay the bill and that was your marketing for the year.
The tables have turned. Now it doesn’t need to be a lot of money – but it does need to be a lot of effort – and for most sole traders and small business owners that means a lot of learning.
Online Marketing for Baby Boomers is designed to assist Baby Boomers understand the broad scope of the most popular digital marketing options available to them. Younger business owners who feel bamboozled by the technology will also find it an invaluable resource. Read the reviews, see the video and check out what’s included in the book here.
Further Reading
Australian Digital Inclusion Index
Thomas, J, Barraket, J, Wilson, CK, Rennie, E, Ewing, S, MacDonald, T, 2019, Measuring Australia’s Digital Divide: The Australian Digital Inclusion Index 2019, RMIT University and Swinburne University of Technology, Melbourne, for Telstra.
https://digitalinclusionindex.org.au/
Being left ‘on the scrap heap’ the harsh reality for some older jobseekers
ABC News, August 2017
https://www.abc.net.au/news/2017-08-29/trial-program-helps-older-jobseekers-left-on-scrapheap-find-work/8849378
Increasing number of older Australians on the scrapheap
Your Life Choices, February 2020
https://www.yourlifechoices.com.au/news/old-and-on-the-scrapheap/