Bradford employers are being urged to start looking at employing older workers.

New legislation enforceable from October this year, will outlaw age discrimination at work, making it illegal for employers to recruit, train, promote or retire people on the basis of age.

However Age Positive, the Government campaign to eradicate age discrimination in the workplace, is calling upon employers to begin applying the standards set out in the legislation now instead of waiting till the last minute.

According to figures from the Government Department for Work and Pensions, age discrimination can cost up to £31 billion a year. Steve Billam, of Age Positive, said: "With the New Year upon us, it is likely that the one thing employers will have on their corporate wish-list is the secret to a more productive workforce.

"By changing your attitudes towards older and younger workers, your business could have access to a wider range of skills and experience, lower turnover and higher retention." Bradford Council is one of only four organisations in the UK to be short-listed for a prestigious Age Positive at Work award in recognition for its age-friendly policies.

Bradford Chamber of Commerce welcomed the new legislation. Mike Cartwright, the chamber's policy and representation executive, said: "The advice offered by Age Positive is helpful and we will signpost members towards it where requested.

"Good employers, in any case, will want to recruit and retain the best people.

"Youth can produce innovation and vitality, while maturity can bring know-how and judgement; and vice versa, of course, but recruiting employ-ers will often cast their net over different waters to ensure they reach the best man or woman for the job."

Among the recommendations that Mr Billam gives for firms to improve their age diversity are:

l Think about where you advertise for positions. Younger people tend to use job centres and the local press while older people rely on the community and business networks.

l Use a mixed age interview panel wherever possible.

l Focus on skills and people's abilities in adverts and do not include age restrictions.

l Offer training and development to people of all ages, encouraging reluctant older employees to get involved.