Our Military Friendly® Commitment to You

Why Military Friendly®?

The Military Friendly® program creates civilian opportunities for veterans.  By setting a standard, promoting it and raising the bar over time, it provides long term, positive reinforcement for American organizations to invest in programs that improve the lives of veterans.  It’s about creating demand for veterans in the private sector.  When it was founded in 2003, the number of organizations who competed for Military Friendly® designation was around 20.  Today, that number is around 2,000.  That’s a massive increase in the quantity and quality of demand for veterans in the private sector.  That’s good for veterans, good for the organizations and good for America.


What does Military Friendly® mean?

Military Friendly® is the standard that measures an organization’s commitment, effort and success in creating sustainable and meaningful benefit for the military community.

Now, let’s unpack that.  Because every word of that definition was purposefully chosen.

“Military Friendly®”:  First of all, the term “Military” refers to the military community; which we define as the people of the active duty, reserve, guard, veterans and military spouses.  It does NOT refer to the military as an organization.  It’s also a trademarked name.  That’s important because there are lots of copycat military lists and ratings programs, none of who possess the rigor and timeline of our’s, that result in mistaken identity.  We are the standard.  So it’s important to trademark the name and protect its integrity.  

“is the standard”:  It’s a designation that establishes baseline expectations in key areas to earn designation.  Organizations that go above and beyond the baseline expectations can earn higher levels, which we call awards.  This awards system of upward mobility incentivizes organizations to always strive to do more to support veterans.

“that measures”:  Our ratings program is formulaic.  It is objective.  It has an outside Military Friendly® Advisory Council that provides perspective on criteria, methodology and weighting.  It has a third party auditor (Ernst & Young) verify the results.

“an organization’s”:  This is purposefully a broad term because, as we currently rate large companies and post-secondary schools, we believe that every organization in America should be incentivized to be Military Friendly® so we are constantly looking to establish new ratings.

“commitment”: Commitment is the first of three sequential steps toward building a military program. Commitment refers to an organization setting policy.

“effort”:  Effort is the second of three sequential steps and refers to an organization committing resources; people, time, capital, toward their military progam.  Think of this as them putting their money where their mouth is.

and success:  Success is the third of three sequential steps and refers to an organization’s results.  How successful have they been in building their program?

“in creating sustainable”:  Sustainable refers to the duration of the benefit.  In this case, it means that the benefit is virtually infinite in duration.  It is self-perpetuating because it is fueled by providing core long-term value and ROI to the organization. Conversely, programs which are fueled by political or charitable tendencies, face certain demise when those inevitable winds shift direction.

“and meaningful”:  Meaningful refers to the scope and origin of the benefit.  In this case, it means that the benefit lifts the entire community.  This is unlike a charitable donation which often benefits only a disaffected few.  Meaningful also refers to the benefit being not an entitlement, but rather an opportunity.  This is in line with our belief that the military community seeks a hand up, not a hand out.

benefit”:  Benefit means that veterans have earned either “front of line privileges,” or “back stage passes.”  Benefit is also in keeping with our mission of supporting and empowering the military community.

“for the military community.”:  The military community does not refer to the Department of Defense.  It refers to the people who serve, serve alongside or served:  active duty, guard, reserve, military spouses and veterans.


How Military Friendly®?

The data we evaluate to determine Military Friendly® designations and awards are sourced from three categories, which we call the three Ps:  Public data sources, Proprietary data from our survey and Personal data from surveys of veterans themselves.

Our Military Friendly Advisory Council then gives guidance including diverse perspective on methodology.

Data is then pushed through a predetermined algorithm as per our methodology.

Results are audited by a Ernst & Young.

Results are published.


Where Military Friendly®?

Results are published in our own media and pushed to our PR firm for third party media pick-up.  Most designated organizations push it out to their stakeholders via their own media.

We invite you to browse this site to learn more about the Military Friendly® standard
and this year’s designation and award recipients.