A new specialist service has been launched in Bradford which organisers say could help open up companies to vast untapped areas of experience and talent.

Bradford-based Relay Recruitment, has set up Premier Selection, a specialist service to help companies get to grips with the new age discrimination laws.

Legislation introduced this month has outlawed age discrimination in recruitment, employment and training.

Under the new laws, companies can no longer legally mention age when advertising for staff as the laws apply to everyone, regardless of whether they are employed by the company or not.

This means that if someone is interviewed for a job and feels they have been discriminated against because of their age, they will be able to take the company to an employment tribunal.

Headed by Gordon Murdoch, an expert in the field, Premier Selection has researched the local market thoroughly and has worked with the Confederation of British Industry and the Fair Cities project to help employers and candidates not to fall foul of the law.

Mr Murdoch says rather than fear the Employment Equality (age) Regulations, companies should embrace them as a way of improving their business.

He said: "The new rules present huge opportunities.

"We are showing businesses how to gain competitive advantage by re-appraising policies on the recruitment and retention of older employees. We also assist individuals to assess and maximise their options.

"Premier helps organisations go beyond legal compliance and increase their productivity by seriously considering older workers for key roles. Those that do embrace age positive thinking stand to reap great dividends as studies show over-50s are more conscientious, more productive, more punctual, more loyal and far less likely to take sick leave, post other absenteeism or move than younger workers."

Mr Murdoch has been involved in the Bradford business community for 30 years, having worked for Pace Micro Technology, as well as working in sales management and recruitment.

His new team will focus primarily on assisting middle and senior managers, offering them an obligation-free audit of their careers and representation.

e-mail: mark.casci@bradford.newsquest.co.uk