United Parcel Service (UPS) committed to the White House that they would hire 50,000 military veterans, but they lacked the marketing to attract and welcome veterans, and sufficient internal education to recruit and retain veterans. UPS’ marketing partner, Pathways 2 Solutions, envisioned a robust veteran-friendly platform and then sought a team to bring it to fruition.
Activating our subject matter expertise in military recruiting and retention, as well as expertise in content, platform and engagement, we created a two-pronged approach: communicating externally to the recruiting population and internally to UPS supervisors and HR personnel. Externally, we created a content machine to engage and educate veterans, inviting them to see similarities between the military and UPS cultures, as well as the path to an empowering career. Internally, we developed collateral to educate UPS staff, while providing them actionable tools for recruiting and retention.