undiscovered potential: are women over 50 the answer to the skills shortage?

The Swiss labor market is heading toward a historic bottleneck. According to Swissstaffing, the structural shortage of qualified workers will heavily impact the economy by 2030 at the latest – when the high-birth-rate generations fully retire. 

Predictions suggest that by 2035, the country will lack around 460,000 full-time employees. For many HR departments, the solution lies in recruiting younger generations. In doing so, the most stable and motivated target group often slips out of focus: women over 50.

According to the latest surveys by Swissstaffing, there is a large untapped potential here: over 136,000 women in this age group are currently not employed. However, over half of them would like to be. According to the association's study, women over 50 score with a remarkably strong work ethic: 70% of them show a level of engagement that goes far beyond actual expectations.

winning over women 50+

To win over this target group, companies must understand what women over 50 value in an employer. The current Randstad Employer Brand Research 2026 has the answers:

1. Priorities: Reliability over Career

Experienced employees rarely look for a permanent climb up the career ladder. As the Randstad study reveals, the lack of promotion opportunities is a reason to resign for only 16% of Baby Boomers. What matters more to them is an adequate salary: for 67% of older workers, the desire for market-rate compensation increases.

2. Corporate Culture: Fairness and Well-being First

A harmonious working environment is a basic requirement for nearly 75% of female respondents across all age groups, compared to just under 57% of men. In addition, 62% of all women demand absolute equal opportunity – a point that is important to only 39% of male respondents by comparison. However, these values remain important across genders as they age: 54% of the entire Baby Boomer generation state that equal opportunity is a central criterion when choosing an employer.

3. Leadership: Weak Management Styles Trigger Resignations

Those who have been in professional life for years bring self-confidence. A good third of Baby Boomers cite a poor relationship with their manager as a direct reason for resigning. Appreciative, fair leadership is the foundation for keeping women over 50 in the company – or winning them over.

uncompromising flexibility

Swissstaffing's results show that 48% of unemployed women aged 50 and older would immediately start a job if they were allowed to flexibly co-design their working hours or employment percentage. Whether through classic percentage reductions, job sharing – which according to Swissstaffing would be an attractive model for nearly one in five women over 50 – or an uncomplicated re-entry via temporary work: individual freedom keeps motivated specialists in the company longer, secures valuable knowledge and experience, and reduces costly turnover expenses.

recognizing the potential

The data shows it: women over 50 stand out with loyalty and commitment, combined with experience and knowledge. Companies that create time flexibility and a prejudice-free environment can win over a target group that is often undervalued in the market – and provide their teams with diversity and motivation amid demographic change.