Context
The project addresses challenges arising from Europe’s demographic crisis, where ageing societies and a shrinking working‑age population intensify labour shortages. The lack of natural generational replacement increasingly affects employers, while an open labour market brings together people of different ages, nationalities, and cultural backgrounds. This diversity creates complex human resources management challenges that require new approaches.
Responding to these issues is a priority within Małopolska’s regional labour market policy. As the only region in Poland, Małopolska provides employers with training on effective diversity management, enabling them to fully utilise the potential of every employee, regardless of age, experience, or skills. This effort is supported by European Funds through the strategic initiative Employees – the Best Investment for a Company.
The project’s innovative character lies in its methodology: instead of offering ready‑made solutions, it engages employers directly in developing tools tailored to the specific needs of their organisations and workforce. Through participation, companies analyse their internal challenges, co‑create practical solutions, and implement them in real working environments.
As a result, employers strengthen their capacity to respond to demographic and labour market changes, becoming better prepared for future workforce challenges.
Objectives
The objective of the project is to develop and implement age management strategies and comprehensive tools within 200 small- and medium-sized enterprises in the Małopolska Region, enabling them to respond flexibly to labour market changes and to retain their workforce. The solutions developed support the extension of working lives, the introduction of flexible work arrangements, the use of measures facilitating the reconciliation of professional and private life, and the effective management of employees’ age, health, and knowledge. A key role in the support methodology is played by the employer support consultant, representing the Regional Labour Office in Kraków. The consultant accompanies each company at every stage of participation in the project, ensuring continuity and coherence of support, sharing good practices, and encouraging engagement.
An essential component of the project is educating entrepreneurs on what diversity management entails, the benefits it offers, and how it can be implemented. Analyses show that for most entrepreneurs this is an unfamiliar area; they do not associate recruitment or retention challenges with the absence of a strategic approach to diversity management. Through the project, they receive support in shaping age management policies within their organisation and in implementing related initiatives.
Implementation
Within the project, employers receive comprehensive support to improve diversity management. Each company begins with an in‑depth analysis of its organisational situation and challenges related to managing a diverse workforce. Based on this diagnosis, employers receive individual training and advisory assistance aimed at developing an age management strategy tailored to their needs.
The project also provides funding for selected measures included in the strategy. These may involve introducing mentoring programmes, implementing remote‑work solutions, organising team‑building activities, improving workplace ergonomics, or upgrading social and welfare facilities. Employers additionally benefit from personalised HR consultancy focused on enhancing internal communication, strengthening employee motivation, and creating or revising HR processes.
Both managerial and non‑managerial staff receive training on extending working lives, preventing occupational burnout, and counteracting discrimination, particularly on the grounds of gender, race, ethnic origin, religion, belief, disability, age, or sexual orientation.
A key role is played by the employer support consultant, who works individually with each organisation. Rather than imposing ready‑made solutions, the consultant facilitates the employer’s decision‑making process, helps deepen understanding of diversity management, and acts as an intermediary between employees and management. Their task is to ensure optimal use of available resources and maximise the project’s impact.