Senior professionals bring valuable experience to the workplace. (Image: Thinkstock)

According to a recent Pew Charitable Trusts report, people over age 55 have it the worst when it comes to unemployment, with more than 43% having been out of work a year or more — the highest rate of any age group.

This suggests that employers are more likely to hire a younger job applicant than an older one. Many recruiters and hiring managers may see older candidates as less of an asset simply because of salary requirements, health issues and other perceived liabilities.

But age has it’s benefits, especially when it comes to experience and having a strong, well-developed foundation of knowledge and skills. Here are four assets senior professionals bring to the table simply because of years of experience and seniority:

Problem Solving: At age 50 or over, there are few challenges they have not faced, or solutions they have not considered or tried. They’ve learned what action steps work best for certain situations, and what don’t. Because of this experience, they are now able to solve business problems faster than many young job seekers. They oftentimes can more quickly identify the important drivers impacting underperformance and the best solutions to shorten the time required to improve sales and profit results.

People Management: Many have learned that people are a company’s most valuable asset. It is a given that companies with the best people usually perform the best. Knowing that, they have discovered over time how to quickly assess who should stay and who should go, and how to make those who stay even better. They have helped other workers to strengthen their innate abilities, make more informed decisions, and work more effectively with others on a team.

Judgment: Good judgment is a highly valued trait for all successful executives. Companies now demand it. The extensive business experience of a senior professional enables you to make better decisions across a broad array of alternative courses of action. From who to fire and who to hire, to where to cut and where to spend, they are often in a better position to make these important decisions than younger executives because they have faced and made more of them.

Leadership: As few executives are born leaders, this ability takes time to develop. At an older age, senior professionals will most likely have more proven leadership experience than those younger. They’ve had the opportunity to lead teams, initiate new programs and projects, spearhead a company’s shift to a new direction, or motivate peers to aggressive goals.

Tucker Mays and Bob Sloane are principals of OptiMarket L.L.C., an executive job search coaching firm they co-founded in 2001 to help executives over 50 find their next job in the shortest time possible. Tucker and Bob have also co-authored the book Fired at 50: How to Overcome the Greatest Executive Job Search Challenge (OptiMarket; $14.95).

(Image: Thinkstock)

According to the United States Bureau of Labor, 9.1% of the labor force is currently unemployed. This rate is significantly higher among African Americans, at more than 16%, the highest among any group in the United States. These staggering statistics reflect the hard reality that so many professionals face each day. With  many qualified, educated, and experienced Black Americans out of work, the job market has become increasingly competitive and hard to navigate.

President Obama’s proposal of the American Jobs Act seeks to alleviate our country’s burden of record-high unemployment rates, but it could be quite some time before many American’s return to work. Even with unemployment insurance extensions, many are finding themselves unemployed longer than the average 2-year period of receipt.

So, what does one do in the meantime? Do we sit and hope and pray for a miracle? Or, do we regain momentum and strive to make the most out of being out of work? While being unemployed can be a very stressful and uncertain time for many, it can also become a time for reflection, rejuvenation, and renewal. With the right attitude, an assertive approach, and immense faith, unemployment can materialize into just the change one needs.

Here, we share the story of Marie, 60, stepped out on faith after losing a job she had for decades to transition into an industry she never even knew she could strive in. Be inspired by her perseverance and the lessons she learned in her journey back into the workforce:

NOT READY TO RETIRE

When *Marie learned that her position with one of our country’s leading insurance firms would be dissolved in 2009, she thought that her life had crashed in an instant. After 39 years on the job, she felt lost, afraid and didn’t know which way to turn. Marie was in no way ready to retire and had several years before she’d be able to collect social security. But for Marie, it was about more than not knowing how she’d survive financially. Marie enjoyed her job and the thought of not seeing or working with people that she had been with for so many years made her quite sad. “We were like family,” she says. “We watched each others kids grow up.” With no college education, Marie was convinced that there would be no place for her in today’s job market. She hadn’t written a resume in decades and couldn’t remember the last time she went on a job interview. She was a pro at what she did at the company, but didn’t feel that she had many skills outside of that job.

After a period of fighting depression, Marie began to regain her courage. She sought the help of a professional career consultant and had her resume professionally prepared. Though she feared rejection, she put her apprehensions aside and began searching for employment. Initially, she didn’t receive any responses from employers and started to feel discouraged. When her unemployment insurance was about to end, she became even more concerned about how she’d survive financially. Nevertheless, she continued to work toward her goal. She began taking computer classes in order to maintain and improve her technical skills. She asked colleagues, family, and friends to let her know about any job openings. She became active with her church’s health and wellness ministry and volunteered whenever she could. Marie was determined to not become consumed by the uncertainty of her future. Instead, she did as much as she could to stay busy and active, all while looking for a new job.

STUMBLING UPON SUCCESS

Besides her career in the insurance industry, there was one other thing that Marie was always good at: shopping. She, like most women, has always enjoyed shopping and often found herself participating in a little retail therapy while unemployed. When she went to return a purchase this summer at one of her favorite department stores, she ran into a young woman from her church who was out for lunch. After sharing her desire to work again, the young woman encouraged Marie to go apply at the very store where she was headed to make her return. Despite her fear of rejection, she took a step out on faith and headed to the HR department. Without even a resume in hand, Marie applied, interviewed, and was hired on the spot as a retail associate at one of the country’s largest department stores. Her infectious personality and winning communication skills landed her a new job, when she least expected it. “I still can’t believe they hired me. I always expected that employers would prefer someone younger.”

The reality is that Marie is the only one who was surprised by her new career in retail sales. “All of the managers, my friends, and even customers tell me that I’m a perfect fit for retail.” Since she began her new position, Marie has regained her confidence and has found a new career that she absolutely loves. “I love meeting new people and I love to shop. I never imagined that I’d find a new job that I love so much.” Marie is one of the most senior store employees, at 60, but she doesn’t let her age get in the way. “I’m just thankful to have a job. I enjoy coming to work and I love helping the customers. I’m just glad that I still have something to offer, even at my age.”

LESSONS LEARNED

Never give up: Though she was faced with a devastating job loss, and had been unemployed for almost two years, Marie was persistent. It’s extremely important that professionals don’t allow a job loss to get them stuck in a rut.

Use time being unemployed wisely: Don’t let your pride get in the way. Marie wasn’t afraid to ask for help. She let everyone know that she was looking for work and her candid approach ultimately led her to her new career. Oftentimes, we are ashamed or embarrassed and don’t want others to know that we aren’t working. However, hiding our need for employment only closes doors of opportunity that might otherwise be opened.

Tap into your passions and try something new: The greatest lesson that we learn from Marie is that we don’t know what we’re capable of until we try. “When I first started, I was terrified,” she says. “I hadn’t worked in almost two years and didn’t want to mess up. But once I got the hang of it, I realized that not only could I do this job, but I could do it well.” Sometimes we can surprise ourselves if we just take the initiative to try something new. Marie’s job loss was a huge challenge…one that she thought she’d never overcome. But with a little patience and much perseverance, she ended up right where she never knew she belonged!

Check us out during the next few weeks where we share real-life stories and lessons on how to triumph over unemployment.

Also, e-mail your job-seeking story or questions to careerquestions@blackenterprise.com.

Aisha Taylor (@realTAYLORmade) is co-owner and chief consultant at TAYLORmade Professional Career Consulting, a Web-based, full-service career consulting company committed to “equipping, preparing, and empowering today’s professional” globally. Check out her weekly insights on job-seeking and interviewing success every Friday on BlackEnterprise.com.

Want to know how to stay ahead? Here are four tech tips and tools that experts say will help.

Use social media to connect and stay informed. Older boomers are latching onto social media sites like Facebook faster than young adults. Between April 2009 and May 2010, social networking use among Internet users ages 56-64 (older boomers) grew by 88%–from 25% to 47%, according a report from the Pew Research Center’s Internet & American Life Project. “Boomers are very comfortable with technology,” says Nataki Edwards, vice president of digital strategy and operations at AARP. “They are adopting social media to not only connect to friends and family, but to solve their own individual problems and satisfy their interests. The fastest growing segment of people on Match.com [for example] is people over 50.”

Choose mobile devices that are easy to use. Desktop computers are currently the most popular with 65% of younger boomers (age 46 to 56) and 64% of older boomers, according to a Pew Center report. But tablet computers may begin to encroach on that statistic. Tablets like the iPad, which have wider screens than average mobile phones, can be very useful to boomers and others who may be suffering from deteriorating eyesight. The invention of the multi-touch screens allow users to easily enlarge small text at a whim without needing to find a settings menu, and make navigating web sites much easier.

Find games to help with mental cognition. Age Associated Memory Impairment is a common consequence of the aging process. “Games do well with baby boomers because they help with cognitive memory,” says Edwards. Today, there is no lack of simple games that help boomers stay focused and alert, with Angry Birds and Xbox Kinect Games recently becoming very popular among the group, she says. Boomers should also try games that will help them train their brain to produce real world benefits like problem solving, says Arnold Lewis, president of Ascend Partnerships, a software development company that creates products for older populations. He recommends that boomers subscribe to Luminosity, an online library of brain games that exercise your brain across five cognitive areas including speed, flexibility, memory, attention and problem-solving.

Download tools to help stay organized: With the loss of memory comes the inability to stay organized. There is a multitude of software products and mobile applications that provide multiple opportunities for boomers to securely manage their personal affairs. For example, the new AARP mobile app can be scanned at retail shops across the country to provide discounts. If a boomer neglects to carry their card with them, they can always pull out their phone and still receive their AARP discount. There are also products like InformationSafe, a software that Lewis developed to give boomers a way to digitally capture all of their important records in a centralized location. Users can store and manage insurance policies, bank account numbers, and legal agreements along with the usernames and passwords associated with each.

For more tips for boomers at work and at home, see:

• Reverse Mentorship: How Boomer Can Learn from Generation Y
• 3 Tips to Keep Boomers in the Job Game
• How to Deal With a Boss Who’s Younger Than You

Want to know how to stay ahead? Here are four tech tips and tools that experts say will help.

Use social media to connect and stay informed. Older boomers are latching onto social media sites like Facebook faster than young adults. Between April 2009 and May 2010, social networking use among Internet users ages 56-64 (older boomers) grew by 88%–from 25% to 47%, according a report from the Pew Research Center’s Internet & American Life Project. “Boomers are very comfortable with technology,” says Nataki Edwards, vice president of digital strategy and operations at AARP. “They are adopting social media to not only connect to friends and family, but to solve their own individual problems and satisfy their interests. The fastest growing segment of people on Match.com [for example] is people over 50.”

Choose mobile devices that are easy to use. Desktop computers are currently the most popular with 65% of younger boomers (age 46 to 56) and 64% of older boomers, according to a Pew Center report. But tablet computers may begin to encroach on that statistic. Tablets like the iPad, which have wider screens than average mobile phones, can be very useful to boomers and others who may be suffering from deteriorating eyesight. The invention of the multi-touch screens allow users to easily enlarge small text at a whim without needing to find a settings menu, and make navigating web sites much easier.

Find games to help with mental cognition. Age Associated Memory Impairment is a common consequence of the aging process. “Games do well with baby boomers because they help with cognitive memory,” says Edwards. Today, there is no lack of simple games that help boomers stay focused and alert, with Angry Birds and Xbox Kinect Games recently becoming very popular among the group, she says. Boomers should also try games that will help them train their brain to produce real world benefits like problem solving, says Arnold Lewis, president of Ascend Partnerships, a software development company that creates products for older populations. He recommends that boomers subscribe to Luminosity, an online library of brain games that exercise your brain across five cognitive areas including speed, flexibility, memory, attention and problem-solving.

Download tools to help stay organized: With the loss of memory comes the inability to stay organized. There is a multitude of software products and mobile applications that provide multiple opportunities for boomers to securely manage their personal affairs. For example, the new AARP mobile app can be scanned at retail shops across the country to provide discounts. If a boomer neglects to carry their card with them, they can always pull out their phone and still receive their AARP discount. There are also products like InformationSafe, a software that Lewis developed to give boomers a way to digitally capture all of their important records in a centralized location. Users can store and manage insurance policies, bank account numbers, and legal agreements along with the usernames and passwords associated with each.

By 2016, one in four American workers will be over 55, according to the Bureau of Labor Statistics (Image: Thinkstock)

Whether you’re trying to keep up with the latest in the digital space on the job (and give the twenty-somethings a reason to watch out) or utilize it in the best way possible during your job search, a basic knowledge of the most up-to-date technology is essential to complete any work-related task. Meanwhile the constant addition of new gadgets and sites to learn has added on to your already full plate.

Don’t fret! With the growing number of baby boomers set to be in the workforce beyond their retirement age comes greater resources.

Deborah Russell, the director of workforce issues at AARP, shares these three simple sources that will help you stay ahead of the curve and remain competitive in the workplace.

Take advantage of in-house training

Keep your skills sharp. “If your employer offers training, take advantage of it,” says the career expert. “More than likely it’s free and an ongoing thing.”

Go to the head of the class

Contact your local community or junior college to see what courses are being offered during the academic year. Some schools may even let you sit in on a class or two so you can determine whether it’s the right fit for you. This is a great opportunity to get updated on the latest ideas and information at little cost to you.

Frequent boomer-friendly sites, such as AARP

“We offer a whole host of resources in respect to finding a job,” says Russell. The organization keeps its 50 plus audience in mind with each article, job board posting, fact sheet and quarterly web based seminar it makes available to the scores of daily visitors. To combat the then rising unemployment rates–more than 2.2 million people 55 and older in August 2010 alone–AARP began offering a free online job service: AARP Job Search Engine. If you’re considering working for a company, but want the inside scoop on the business, you can review the nonprofit’s Best Employer’s For Workers Over 50. The company examines organizations that present policies and practices that appeal to workers 50 and over, such as training opportunities, flexible work options and competitive health and retirement benefits.

According to a 2007 Bureau of Labor Statistics study, the number of workers over 55 increased 30% between 2000 and 2005, with expectations for continued growth. In 2008, statistics showed workers in the same age range anticipated to leap from 18.1% to 23.9% of the labor force by 2018. What’s consistent throughout both sets of data is the decrease in the labor force under 55 years old. Nevertheless, these 20 or 30-somethings are young bosses who are running the show, from the boardroom to their corner offices.

BlackEnterprise.com spoke with Dr. Plummer and Marsha Haygood, career coach, president and founder of StepWise Associates, to get advice for boomers about bridging the generational gap, determining an effective way of communication and why you should “lay low.”

Learn how to communicate with one another, and don’t hesitate to ask what method your boss prefers. AIM, Google chat or email? That’s one of the first questions you should ask your boss. Technology has allowed for communication to be instant, doing away with in-person meetings and even phone calls as ideal forms of communication in the office. Younger workers opt to use instant messaging as their main source of communication.

Lay-low. This doesn’t mean to be invisible; but rather know your role in the company. A survey by Lee Hecht Harrison Company found that 70% of older employees are dismissive of younger workers’ abilities. “Don’t get caught up in evaluating your boss,” advises Dr. Plummer. Remember: “That’s not your job.”

Accept change. Everyone has a role in a company and your boss got the position for a reason. Whether or not you accept that is irrelevant, however, if it’s going to affect your attitude on-the-job, and more importantly the company’s bottom line, then you need to leave it at the door.

Show what you bring to the table, but also be willing to learn. Don’t expect your age to give you immediate office cred. You have to work for it and your boss will have to do the same. Let your various skills show through your assignments, and if you’re unsure of how to do something that your boss requests (possibly jumping on an impromptu video conference), be willing to ask questions and learn. “Rather than saying we’ve always done it this way, think about the end result,” says Haygood. “Be open to other ways of doing it.”

But long before the 78-million-strong baby boomer generation became the apple of every marketing professional’s eye, the spotlight was on the Greatest Generation (born 1901 to 1925) and the pre-boomers (1925 to 1945). Currently aged 64 and older, these generations make up a significant segment of the population that’s often bypassed in favor of younger demographics.

“Overlooking the older generations is a big mistake,” says Bob Yallen, president and COO at Encino, California-based InterMedia Advertising, a direct response and general market ad agency, “but to do it successfully requires a targeted, well-thought-out approach.”

Here are five strategies to use when crafting your marketing plan:

Avoid the one-size-fits-all approach. Companies get themselves into trouble when they assume mature consumers will respond to advertising and marketing efforts aimed at younger generations, says Yallen, who suggests a targeted approach to older consumers. When developing your campaign, for example, remember that Generation Y’ers are tech-savvy and impulsive, but their grandparents take a more calculated and traditional approach when shopping for products and services.

Incorporate technology into your plan. Don’t be afraid to use technology when targeting pre-boomers and the ‘Greatest Generation,’ says Yallen, who points out that more older Americans are integrating the Internet, email and social networking into their lives. “Five years ago these folks didn’t surf the Web, but today they’re using many of the same tech tools that younger generations are using,” Yallen explains. After viewing an ad on television, for example, today’s pre-boomer would likely boot up his her computer, log onto the company’s Website, and surf around for more information about its products and/or services.

Hit the TV airwaves. Because older generations “grew up” on television and obtained much of their knowledge from this medium, they tend to watch it more than anyone else. News-oriented stations like Fox News, MSNBC and CNN rank among the older generation’s favorites, says Yallen, who adds that Americans over the age of 65 make up 46 percent of the television viewing audience. “Television was their teacher, babysitter and friend,” says Don Potter, a Pre-Boomer himself and a marketing consultant in Los Angeles. “This makes TV an especially good vehicle for companies that are courting older consumers.”

Appeal to their values. Pre-Boomers and members of the Greatest Generation still lovingly cherish the American flag and hold their hands over their hearts when listening to The Star Spangled Banner. Often lost on younger generations, such patriotism provides a good entry point for companies looking to add older consumers to their customer pipelines. Products that exude patriotism, for example, or Web sites that display symbols of American pride, can go a long way in engaging older consumers. “Our elders showed us how to be patriots,” says Potter, “and to believe in one another and ourselves.”

Don’t think of them as “old.” Age really is just a number, says Potter, who advises companies to not factor that number into the equation when developing advertising and marketing campaigns aimed at Pre-Boomers and the Greatest Generation. “When you’re coming up with your concept, think of them as being much younger than they are,” Potter adds. “Look at them not as ‘older’ consumers, but as ‘savvy’ consumers who are looking for value, and for products and services that will make their lives easier.”

Resources

Pre-Boomer Musings

Yankelovich Report/Generational Marketing