- Video report by ITV News Anglia's Natalie Gray
The Norwich-based insurance giants Aviva has launched a scheme to attract people aged over 50 into its workforce.
Aviva believes the UK is facing a jobs crisis in the next five years with 14.5 million roles being created, but only 7 million people available to work.
In order to combat the problem, the company is targeting experienced workers by offering flexible hours, retraining, and even a scheme to support people back into work who are carers.
Aviva are particularly interested in recruiting people born between 1943 and 1960, or the 'baby boomers' as they're otherwise known, because they feel they could help fill the skills gap.
The company are still as keen as ever to attract young people, but there is also an acknowledgment that the older generation can bring different skills to the table.
"I think that they can bring experience and know-how into a job," Aviva employee Veronica Kinsbourg said.
"They know life and they can bring that into the workplace too."