In 2017, a number of Brazilian companies launched their first-ever recruitment campaigns specifically targeting workers over the age of 50. Such individuals are experiencing heightened interest from hiring firms, benefiting from their positive portrayal as committed and responsible workers.
In June last year, the Brazilian airline GOL launched a push to recruit 40 airport assistants. One of the prerequisites for candidates was being over the age of 50. It was an unusual initiative from the low-cost airline, which launched in 2001 and has until now cultivated a “young and dynamic” corporate image. “Over time, we have noticed that older people have more empathy, whereas young people offer a less personalised service to customers,” Jean Carlo Nogueira, head of human resources at GOL, explained in an article for newspaper Folha de S.Paulo.
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