How to counter ageist language in job adverts

Since launching workingmums.co.uk 18 years ago, followed by workingdads.co.uk and workingwise.co.uk, WM People has built a trusted platform for women, parents, and over 50s.

Over the years, we have published jobs from thousands of public and private sector employers across multiple industries, registered almost 800,000 candidates, and generated almost 2.5 million job applications. Beyond job opportunities, we have published more than 13,000 articles that offer guidance, advice, and support through our editorial content and online events, addressing the unique challenges faced by these critical talent populations.

For employers of all sizes and industries, we have provided access to an incredible pool of talent—experienced women, parents, and those over 50—while offering a platform to authentically showcase their employer brand. Through our research we have intentionally shone a spotlight on the barriers these groups encounter both in finding employment and navigating workplace environments. From the difficulties of returning to work after a career break, discrimination in the hiring process, to the gender pension gap, our work has helped bring these issues to the forefront, driven meaningful conversations and suggested practical approaches to improvement for everyone.

We have championed best practice in areas including flexible working, supporting returners, career progression for women, and attracting, recruiting, and retaining workers over 50. This effort has been reinforced by 14 years of annual Top Employer Awards, and accompanying, detailed Best Practice Reports, as well as our employer-focused roundtables and National Older Workers Week.

Throughout our journey, we have had to innovate and adjust our business models and strategies to keep pace with a constantly evolving marketplace. As a small business, we have grown and adapted, leveraging our websites, and expanding our reach through social media, all while navigating significant economic changes, including two recessions and the pandemic.

However, since COVID-19, the landscape is shifting more rapidly than ever before and as a result of this and other changing economic circumstances we have had to take the incredibly difficult decision to close the business. We know there is still such a need for what we do and we hope others will build on what we have achieved. We also hope in the future to be able to explore other avenues to continue to bring diversity in employment to the forefront of recruitment and HR.

We are immensely proud of what we have achieved over the last 18 years as trailblazers and pioneers, and we are deeply grateful for the unwavering support of all our stakeholders.

Together, we have made a lasting impact on thousands of lives, and have shaped innovative policies and practices in diversity, equity, inclusion, and flexible working across the UK.

The Team at WM People