Six Danish companies have announced a collaboration aimed at making working life more attractive for seniors, outlining three promises in a pledge to them.

The initiative aims to develop strategies that realise the potential of senior employees and enable them to work beyond retirement age.

It will also evaluate and follow up on specific initiatives that strengthen senior retention, sharing experiences and results to inspire other companies to do the same.

"Seniors are an important key to solving the labour shortage," argues PFA CEO, Ole Krogh Petersen, "which is one of the biggest challenges we face in Denmark."

According to the Danish Confederation of Business, Danish companies are expected to be short of 130,000 employees by 2033.

Part of the solution lies among the country's seniors, which is why PFA is now joining forces with Danfoss, Ikea, Salling Group, Coop and Rambøll to launch the initiative "Seniorløftet."

Indeed, a survey conducted by PFA and the research house EPSI showed that 76 per cent of companies in Denmark viewed an active senior strategy as part of the solution to the labour shortage.

At the same time, 60 per cent of companies expected the number of employees undergoing a gradual transition to retirement to increase.

"We see a clear trend towards more seniors choosing to combine work and retirement," Petersen said.

"This is a development that we must support, for example, by creating opportunities for reduced working hours or changed work tasks that suit both the individual's needs and the company's operations. It is about ensuring that seniors both thrive and can continue to contribute to the labour market," he explained.

"If we become better at retaining and attracting seniors, we can take the sting out of the labour shortage. It's good for the individual, for companies and society as a whole."

Petersen hopes that more companies will join the pledge and help promote a culture where seniors' experience and skills are valued and utilised.

"It is crucial that we, as a society and companies, value the experience and skills of seniors.

"If we succeed in keeping more seniors in the labour market, we can maintain valuable knowledge and experience that can contribute to ensuring growth, innovation and well-being - for the benefit of us all," he added.

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