By Ken Cates, Speaker | Consultant | Veteran
Rethink ‘Veteran Friendly’ – Are you ready to become “Veteran-Driven”
It happened again this year, no different than any other November. A familiar corporate scene plays out: flags wave in office lobbies, cupcakes arrive in the break room, and companies proudly circulate social media posts honoring our veterans. But once the “Veterans Day Event” has passed, are these companies genuinely supporting veterans, or is this just another PR move?
When a company describes itself as “veteran-friendly,” what does it really mean? Too often, this label implies little more than tolerating veterans in the same way a “pet-friendly” business tolerates animals. While a veteran-friendly employer sounds great on paper, it often translates into Veterans Day cupcakes, challenge coins, and token events. If the objective is to hire and retain motivated, skilled veterans who can drive a company forward, the culture needs to be veteran-driven. Veterans bring qualities to the workplace that are often in short supply – dedication, integrity, discipline, and leadership forged through real-world challenges.
Corporate America, it’s time to think bigger and act bolder to truly engage and experience the leadership and success veterans can bring to your team.
What Does ‘Veteran-Friendly’ Actually Mean?
Let’s start by defining terms. When companies say they’re “veteran-friendly,” what does that mean? At best, it implies that the company understands the value veterans bring and is prepared to support them through meaningful onboarding, training, and career growth. At its worst, it’s a label as empty as “pet-friendly.” Just as “pet-friendly” often means the company tolerates pets, “veteran-friendly” can imply mere tolerance without valuing veterans’ unique experiences and perspectives.
In reality, a truly veteran-driven approach goes beyond marketing ploys and into active support – creating workplaces where veterans feel valued, respected, and, importantly, free to be themselves. This is where veteran-driven practices come into play. A veteran-driven organization doesn’t just tolerate military experience; it sees it as an asset.
Veterans Bring Far More Than Just a ‘Veteran-Friendly’ Label
So, what does this look like in practice? Imagine a company that welcomes veterans by providing not just a job but a pathway to grow. Veterans are uniquely suited to roles in project management, operations, and team leadership—skills honed in real-world, high-stakes situations. A veteran-driven employer might even consider a new hire’s service as a substitute for certain certifications or degrees, acknowledging the practical experience that military service provides.
This isn’t just theory; it’s in action. Platforms like Major Talent are redefining how veteran skills are translated, making it easy for hiring managers to recognize leadership, technical capabilities, and adaptability without needing military jargon. During the Fall 2024 Employing U.S. Vets Conference, Major Talent advocated for a skills-based hiring revolution, emphasizing that veterans should be seen as essential assets, not corporate tokens.
Veterans who feel comfortable bringing their full selves to work—without hiding their military identity—are more likely to stay, perform at their best, and commit to their roles because they feel respected and valued.
Humor Meets Reality: From “Veteran-Friendly” to “Veteran-Tolerant”
Here’s the unfiltered truth: labeling your company as “veteran-friendly” while discouraging visible signs of military service is like putting out a “Welcome, Veterans!” sign and then whispering, “Just don’t be too veteran-y once you’re inside.” If veterans are told to take down their awards or are encouraged to avoid military advocacy, that’s not veteran-friendly — it’s veteran- tolerant, and there’s a big difference.
This “pet-friendly” approach can be humorous in its own unfortunate way. Imagine posting about your “veteran-friendly” environment with a note in fine print: “Just don’t make it too obvious.” Veterans bring expertise that shouldn’t be hidden to fit in, like some kind of corporate camouflage. Veterans deserve better than polite tolerance — they deserve meaningful, unwavering support.
Veteran-Driven Success: Results That Speak Louder Than Words
Organizations that have gone beyond “veteran-friendly” to become veteran-driven are seeing real success. Consider programs that value veterans not as tokens but as leaders. At Habitat for Humanity in Central Texas, for example, a restructured approach toward veterans in leadership roles led to a 270% increase in new homes, 300% in repairs, and 375% in revitalizations. Similar results can be achieved in corporate settings if companies are committed to building veteran- driven teams.
The difference? These are companies that don’t just hire veterans — they actively integrate their skills and values into the workplace culture. By focusing on veteran hiring initiatives that embrace veterans as skilled leaders rather than symbols, companies can tap into a wealth of experience and motivation.
Take Action
To create a truly veteran-driven environment, consider these practical policies:
- Flexible Onboarding: Develop a process that respects and integrates the unique skills veterans bring.
- Career Growth Plans: Tailor career development to help veterans transition and excel in civilian roles.
- Recognition Programs: Allow veterans to honor their service openly, creating a culture of pride and authenticity.
Warning: Be prepared for veterans’ bluntness, brutal honesty, and their “no sugar-coating” style. They may just tell you exactly how things could be done better—and mean it!
Embrace the Veteran Advantage
It’s time for employers to recognize that hiring veterans isn’t just good for PR; it’s a competitive advantage that brings discipline, resilience, and unparalleled motivation into your workforce. Creating a veteran-driven culture is more than a box to check—it’s a chance to build a stronger, more dynamic team. By actively integrating veterans into leadership and growth opportunities, companies empower these employees to utilize their unique strengths, making the entire organization stronger.
As we approach Veterans Day, let’s look past the challenge coins and cupcakes. Veterans are not boxes to be checked or logos to be paraded for a one-time PR stunt. They’re an asset to be respected, an advantage to be developed, and a workforce to be valued.
Your Challenge: Move from Veteran-Friendly to Veteran-Driven
Corporate America, this Veterans Day, don’t just offer another cupcake. Take the opportunity to become a workplace where veterans feel truly valued. Veterans Day is more than a marketing moment; let’s invest in veterans as invaluable assets, not decorations. The challenge is on the table: Are you ready to become veteran-driven?
