Almost every country in the world has seen an increase in the number and share of older people in the labour force. An effective response to the challenges of demographic shifts is an active ageing policy aimed at attracting older workers into productive employment. The present study identifies the tools and direction of productive employment of the elderly population in the context of demographic ageing. An interpretation of productive employment is proposed. The paper focuses on the elements of active ageing as a response to demographic challenges. As a result, the paper identified the areas of involvement of older people in productive employment.