An expanding call centre is investing in older workers who often struggle to find employment.

Inkfish of Queen Square, Brighton, is taking the Government's Age Positive campaign, which runs this week, to heart.

Leaders have arranged special activities throughout the week to highlight its desire to attract and retain the more experienced employee.

The company has set up a staff think-tank among its present 50-plus workers to help ensure it has the best working practices.

Inkfish will also be on the hunt for more recruits to join its team this week by visiting bingo halls in Brighton, Hove and Worthing.

The Brighton office aims to match the achievements of the firm's Nottingham call centre in recruiting older workers. Last year it received the Age Positive Award for its efforts.

Inkfish staff adviser Lisa Burdett said: "Mature workers tend to be enthusiastic, reliable and loyal, working extremely well in our teams.

"They also have an excellent attendance record and their life experience helps them really empathise with our customers."

First interviews are always by telephone - avoiding any possible age bias.

Ms Burdett said: "We now have around 20 staff over 45 and we're aiming to increase this to ten per cent of our team by the end of 2003 as we grow.

"Our flexible working hours for all staff can be very appealing for the older worker, such as a mum whose child is starting senior school or an early retiree.

"We give them all the training they need, geared especially to suit their own particular experience."

Simon Wallis, 47, has been working for Inkfish for ten months after a varied career.

He said older employees had more experience and could often relate to people's problems.

Mr Wallis said: "It is a great place to work in. There is a vibrant social life and people of all ages are there.

"Before people run to criticise call centres, they should work in one. This job can be whatever you make it or want it to be.

"It can be short term or long term. It can lead to a career or be a stepping stone."

Mr Wallis attended a forum staged by the business and said it demonstrated Inkfish had a commitment to employing older people and was ahead of impending laws banning age discrimination.