A pilot project has been launched to help older Bradford workers find jobs.

The Leeds-based Fair Play Project has been given nearly £1.5 million to pioneer the initiative in Yorkshire and promote the unique contribution the over 50s make to the labour market.

Around 30 per cent of the workforce is aged over 50, expected to grow to 40 per cent over the next 20 years. But the organisation said there were much lower levels of employment than among 25 to 49 year olds.

The project organisers are urging Bradford employers to take on mature workers.

IT said research by the Department of Work and Pensions had revealed that the over 50s were "reliable, conscientious, loyal, hard working and committed, have experience and knowledge and were supportive to younger colleagues. "These trends constitute a significant challenge for the region to maintain economic growth and sustain social support systems," said Liz Bavidge, the chairman of the Fair Play Partnership.

"We need to make the most of our experienced and skilled workforce, and to recognise their essential and unique value to our productivity."