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supporting welfare to work providers


Section image for Customer journey - man and woman following footprints on a journey

A number of your customers may have chosen to join your service (the majority will have been mandated). This section relates to attracting this smaller group.

Some may have been looking for work for many months or even years. Others may have become unemployed recently, perhaps because of ill health and be desperate to get back into work. Either way, the barriers to do so may seem insurmountable to them. If you are to attract them, you need to show you have an understanding of their issues.

The understanding you develop through your work and this guide will help your service project a positive image that successfully attracts 50+ customers.

The experience or impression your potential customers have of employment support services will affect their willingness to use your service. Their readiness to seek employment and what attracts them to your service will vary from one individual to another. These factors can have a significant influence on the success of their initial engagement with your service and their commitment to the next stage of their journey.

The key factors that may influence them are:

1. Promotion of your service
Most of your potential customers will find out about your service from an external source such as a referral agency (e.g. Jobcentre Plus), a website or through some promotional material.

Check that any promotion of your service highlights an age-positive approach so your 50+ customers believe in your support from the outset.

2. Circumstances leading to customers’ use of the service
Make sure your service is shown as inclusive and attractive to people aged 50+. It should aim to attract people with varied lengths of unemployment and across as wide a range of eligible needs as possible.

3. Key messages your service presents
Use your understanding of 50+ unemployed people to inform the content of your key messages. For example, make sure you use age-friendly and non-patronising imagery, and the appropriate content, tone and language in any communications. Ensure these are reflected in:

  • their first contact at your organisation (i.e. reception, telephone, displays)
  • your communication with potential customers in outreach activity
  • your promotional materials.

This site is for help and information only. It is not meant as an authoritative guide. It is not meant as an authoritative statement of the law, and future changes in the law and other programmes and initiatives could make it less accurate at times. TAEN, the Department for Work and Pensions and the European Social Fund take no responsibility for your use of the information. You should always take professional advice on any specific legal or financial matter.