Countering Age Bias in the Workplace: The Impact of Counter-Stereotypical Employer Communication

This study examines how counter-stereotypical employer communication can reduce prejudice against older workers. In an experiment with Dutch employers and hiring decision-makers (n = 444), participants viewed a video message in which two employers shared positive experiences with workers aged 50 and above. Two message styles and a media literacy instruction were tested to assess how different ways of framing counter-stereotypical information influence perceptions of older workers. Results show that the employer-as-ambassador message, particularly when combined with the instructional element, most effectively improved perceptions of older workers' employability among employers. The employer-as-educator message was least effective, even when compared to the control condition. This study demonstrates the potential of stereotype-reversing employer communication to challenge and reduce age bias in the workplace, addressing a key gap by evaluating the employer's role in shaping perceptions of older workers. The study leverages our collaboration with societal partners to communicate these insights to practice.