Why one firm is choosing middle-aged women over Millennials

Why one firm is choosing middle-aged women over Millennials

Middle-aged women have more focus and deliver better than Millennials, claims New York-based PR Firm Wunderlich Kaplan Communications.

The company has launched a six week ‘Enternship programme’ which will hire women in their 30s, 40s and 50s. It aims to teach them skills to re-enter the job market following leaving to have children or taking a career break.

Dora Kaplan, the Founder of the firm, was inspired by the film The Intern. She says: “We feel those women are being overlooked and as we talked to more women about it, we thought there was something to be gained if we did this,” the New York Business Journal reports.

“There is so much knowledge that this segment of women hold. People are forgetting that just because you do not tweet does not mean you don’t know what’s up.”

The company is tired of hiring Millennials who waste working hours browsing irrelevant content on the internet, blogging, taking pictures or working on other projects.

Co-Founder Gwen Wunderlich says: “Millennials tend to be less focused; they’ll have a blog on the side, and they want to be a photographer, and they have all these things they want but don’t necessarily want to put in the legwork to get that.

“You’d be surprised, at the lack of interpersonal social skills. They don’t know the real value of getting off the phone and beyond a computer screen,” Kaplan adds.

“With some of the things that young people say to me, I’d rather have a woman who raised four kids, managed a household. She knows how to run an office.”

The firm has created eight positions which will pay ‘enterns’ and equip them with skills on creating a PR campaign, using social media, writing press releases and video blogging.

Kaplan adds: “I love Millennials. The sense of creativity, adventure and entrepreneurship is unbelievable. However, I believe that our society and workforce is missing out by just catering to my generation.”


Have you enjoyed this piece?

Subscribe now to myGrapevine+ and get access to exclusive new content, and the full content archive.

Comments (4)

  • stacie
    stacie
    Mon, 27 Jun 2016 9:22pm BST
    to sir and madam, give it a rest. disgust
  • Sir
    Sir@ Madam
    Thu, 23 Jun 2016 4:11pm BST
    HI Madam
    This is absolute best practice, which I would support whole-heartedly.
    My suspicion, however, is that planning to recruit (specifically) women in their (specifically) 30's,40s and 50s isn't a defensible set of criteria.
  • Madam
    Madam
    Thu, 23 Jun 2016 2:47pm BST
    An employer is planning to recruit on the basis of skills and aptitude. Discuss.
  • Sir
    Sir
    Thu, 23 Jun 2016 2:16pm BST
    "An employer is planning to recruit on the basis of candidate's age and gender. Discuss."

You are currently previewing this article.

This is the last preview available to you for 30 days.

To access more news, features, columns and opinions every day, create a free myGrapevine account.