diff --git a/rq/job.py b/rq/job.py
index b73e3bd..ad1df2f 100644
--- a/rq/job.py
+++ b/rq/job.py
@@ -163,10 +163,6 @@ class Job(object):
 
     status = property(_get_status, _set_status)
 
-    def set_started_at_now(self, pipeline=None):
-        now_fmt = utcformat(utcnow())
-        self.connection._hset(self.key, 'started_at', now_fmt, pipeline)
-
     @property
     def is_finished(self):
         return self.get_status() == JobStatus.FINISHED
diff --git a/rq/worker.py b/rq/worker.py
index a6e4a38..4a8a60e 100644
--- a/rq/worker.py
+++ b/rq/worker.py
@@ -551,7 +551,8 @@ class Worker(object):
             registry = StartedJobRegistry(job.origin, self.connection)
             registry.add(job, timeout, pipeline=pipeline)
             job.set_status(JobStatus.STARTED, pipeline=pipeline)
-            job.set_started_at_now(pipeline=pipeline)
+            self.connection._hset(job.key, 'started_at',
+                                  utcformat(utcnow()), pipeline)
             pipeline.execute()
 
         msg = 'Processing {0} from {1} since {2}'