Mission: Reshape the Conversation on Veteran Employment
RecruitMilitary is the nation’s leading veteran hiring company, hosting over 600 veteran job fairs and operating a database with more than 750,000 veteran jobseekers. The company felt strongly that many Americans incorrectly believed that there was an unemployment crisis and that veterans needed charitable help to find jobs. The CEO wanted to communicate to veterans, employers and policymakers across the country that high veteran unemployment rates in recent years were largely attributable to a weak economy, and that the most important work that could be done to help veterans find jobs in 2014-2015 was to ensure they could meet with employers who had jobs they needed to fill, and who were looking for high-quality workers to fill them.
While RecruitMilitary regularly appeared in local media prior to and during job fairs, there was no concerted effort to influence and reshape opinion about veterans in the workforce on the national and local levels.
ScoutComms’ worked with RecruitMilitary’s CEO to develop and publish a wide range of op-eds across the country that helped reshape the public consensus and change the terms of the discussion about veterans in the workforce to focus on their talents and value.
Op-eds targeted at a national audience appeared in the Washington Post, CNBC.com and the Virginian-Pilot, while op-eds targeted to help educate important community stakeholders about the importance of job fairs in bridging the divide between employers and veterans were published in The Oklahoman, The (CA) Press Enterprise, the Miami Herald, the Ventura County Star and the Tennessean. We also developed an editorial relationship with one of RecruitMilitary’s biggest supporters, the 1.2-million member veteran service organization DAV (Disabled American Veterans), so that their CEO could co-author op-eds with RecruitMilitary’s CEO in the Milwaukee Journal Sentinel and The Hill.
RecruitMilitary’s increased visibility through these extensive op-ed placements helped generate interviews that resulted in media coverage by Slate, U.S. News & World Report and the Ventura County Star.
By the end of the campaign, national media coverage of veteran employment had shifted—thanks to the op-ed campaign and the predicted improvement in the unemployment rate—entirely away from any talk of a national veteran unemployment crisis.