Hiring America’s Heroes

America’s military veterans are some of the most skilled people on the planet, able to lead a project team through extraordinary challenges or deliver superior outcomes on mission-driven tasks. More than one million veterans will exit the U.S. Armed Forces over the next five years. This diverse talent pool has highly sought-after competencies, including discipline, flexibility, planning, technical, communications and problem-solving skills. And that’s the short list.

Yet, more than one million U.S. veterans remain unemployed, somehow slipping through the recruitment net.  Research suggests companies struggle to access this talent pool, despite recognition of its potential. In a recent study by Chief Executive and the State of Indiana of nearly 300 U.S.-based CEOs, 57 percent reported that their company considered hiring veterans, yet only 17 percent had implemented a program to support those efforts.

The good news? A growing number of U.S. companies are creating initiatives to more closely align military training experiences with employment openings and business needs. And the efforts are paying off. “Veterans are disciplined and accountable; they take ownership of their work, are very proactive in finding solutions to varied challenges, and don’t make excuses,” says Larry Hughes, vice president of training and diversity at 7-Eleven and a former Army officer who commanded two company units as a field artillery officer during his five-year service. “They also have advanced technical training and strong cross-cultural experiences. And they’re team builders who know how to resolve conflicts, motivate people and get the best out of them.”

On the pages that follow, we share some practical tips from companies and CEOs making a difference in the lives  of  veterans—while also making the most of a great  opportunity.

Getting Started

Kevin Ryan founded the Service Brewing Company, a small brewery with a taproom in Savanna, Georgia, in 2014. Of the company’s 24 investors, 20 are veterans; and the majority of its 13 employees are also veterans. One is currently deployed in the National Guard and another is a former military spouse. “We’re always looking for veterans to add to our team,” says Ryan, a 1996 West Point graduate who subsequently served as an Army infantry officer.

In recruiting, Ryan aligned with two local military bases (Ft. Stewart and Hunter AAF) and Georgia Tech’s Veteran Education Program. He also reaches out to student veterans at Georgia Southern, as well as at the Association of the U.S. Army, the Military Officers Association of America, the Mighty Eighth Air Force Museum and many other organizations. “Soldiers don’t often get to go to job fairs or have the ability to network successfully, so we need to get out in front of them,” he says.

Other companies employ a similar strategy. At 7-Eleven, field personnel nurture close relationships with military base transition office staff members. “We advise on-base soldiers on resumé building and job interview tactics, host entrepreneurial boot camps and invite exiting service members to attend our seminars on franchising opportunities,” says Hughes. “We’re also a regular presence at military hiring fairs.”

The company has hired more than 300 veterans and military spouses as field consultants in the past year, tripling the number of these hires since 2014. The position is a gateway to other jobs in the organization.

Companies interested in hiring military veterans and spouses can draw on a wealth of resources geared toward assisting veterans. Local Veteran Service Organizations, Student Veterans of America chapters at colleges and universities and web sites like Hero 2 Hired, Veterans Job Bank or Vetsuccess.gov are all great ways of proactively recruiting ex-military men and women. Companies can also seek out career fairs focused on veteran recruitment and programs like Google’s “Jobs for Veterans” initiative.

Once hired, veterans and military spouses are given the special treatment they need and deserve to make the best of their talents. La Quinta welcomes military hires with a special veteran or military spouse pin for them to wear on their uniforms or business attire. Through the hotel’s guest loyalty program, five million points were donated to several veteran-focused organizations like Operation Homefront and Armed Services YMCA. “Putting people first is embedded in our culture, and those who have a passion for people and service fall in line with these core values,” says Derek Blake, La Quinta vice president of marketing and military programs.

Starbucks provides veterans with a unique benefit—to gift their Starbucks College Achievement Plan to a child or spouse. The program funds tuition for an online bachelor’s degree at Arizona State University in 150 various degree programs. Starbucks also offers veteran-employees what are called Military Mondays, a program developed with the William and Mary Law School to provide free legal counseling to service members at its stores. “Military Mondays is now scaling nationally and growing to include other critical services such as financial literacy training and investment counseling,” says Christopher Miller, Starbucks veterans and military affairs manager.

 Citi, in partnership with Bring Them Homes, has been instrumental in providing transitional, supportive, temporary, and permanent housing for veterans and their families. “To date, the program has supported the creation of more than 3,500 affordable housing units,” says Ruth Christopherson, a Citi senior vice president and retired colonel, U.S. Air  National Guard.