One way Facebook pitches itself to potential advertisers is its ability to micro-target ads.
Anyone with a Facebook page is quite aware of that way of creating value, at least for those doing the advertising.
Almost instantly after searching on the internet for an apartment that's pet friendly in Mobile, Alabama, there will pop up on our Facebook site multiple ads for apartments allowing dogs and cats in that location.
Lawsuits are contending that Facebook's micro-targeting feature is allowing employers to place help-wanted ads which only reach those under-40. For others to see the ad requires clicking on another button.
Yuki Noguchi outs this at NPR. One such piece of litigation is a complaint filed by the Communications Workers of America against Facebook, T-Mobile, and other companies. Essentially, the plaintiffs contend that companies discriminate against aging workers by preventing them from seeing the help wanted.
But, that's the tip of the iceberg on this discrimination issue. For example, a "cute" wrinkle on this is placing a help wanted requesting an intern but paying attractive compensation. The odds are that a seasoned aka older worker would not bother reading the ad. Only a younger demographic would take it seriously
There is also the recruiting practice of focusing primarily on college campuses. A major lawsuit against PwC objects to that practice.
In addition, and there is a debate if this is legal, the ad will specify a cap on experience. What many coaches for the over-50, such as myself, recommend is that job hunters reconfigure their resumes to lop off years of experience. Otherwise they won't get in the door to present themselves. The rub, of course, is that when they present themselves in-person what's palpable is how unwanted they are. I call that The Dropped-Jaw Syndrome.
Fortunately, there are a growing number of ways to navigate around ageism in employment.
A classic example are the work opportunities in which the entire hiring process is done online, including the interview (without any one-way or two-way video), and all the tasks are done via telecommuting. Some of these pay well and even come with benefits.
Another is to re-locate from locations such as the New York Metro area, where age bias in many fields is severe, to those such as southwestern Arizona, where the median age is higher than average.
A third is to make the shift to the gig economy. In itself, that opens the door to multiple streams of income. The older worker can be simultaneously a contract medical doctor, a freelance writer of scientific white papers, and a contract recruiter for the healthcare field.
Here, free to click open and read, is my new book on how to continue to earn income and make progress in landing better and better work Download Outwitting ageism.
Meanwhile, be aware that age discrimination lawsuits are difficult to prove. If the U.S. court system is dominated by a conservative mindset there likely won't be much relief from taking legal action. The burden therefore falls on each individual to figure out how to keep making a good living and maintain human dignity.
Contact Jane Genova for an appointment email@example.com.
“Over-50: Outsmarting Your Comfort Zone” https://over-50.typepad.com/over-50/2018/05/outsmarting-your-comfort-zone-free-book.html
“Over-50: The Four Monsters in the Mind” https://over-50.typepad.com/over-50/2018/04/ageism-bites-.html