I'd argue that they aren't targeting ALL Veterans. Some veterans value DEI. I'm at least one. If they ran a local add for Texans w/DEI as a focus to staff a San Antonio call center would you also take offense that they are lumping in all Texans to a DEI message?
I think the mistake is assuming that "Veterans" are a monolithic group. Personally, I think it's good for all companies to target Veterans for hire because that transition from military to civilian career can be challenging for many. Stating their company values DEI BEFORE a veteran joins and gets dissatisfied because of their company values is a good thing for everyone.
Liberty Mutual is based in Boston, MA. They also have a strong presence in Seattle from their Safeco acquisition. As you can imagine with large influences from both coasts in their employee base, they have a very progressive culture.
Starbucks works hard to hire Veterans too and they also have a very progressive culture. When I left in 2010 the Veterans group inside the company had ~600 inclusive of reserves, national guard and retired. They might be one of the most progressive company cultures in the retail industry. If you don't value DEI you won't be a good fit. As an aside, being a veteran IS part of DEI. Diversity & Inclusion isn't only about race/gender. A good friend of mine there was retired Army SF, worked in Howard Schultz' family protection detail (Asset Protection) then later decided he missed being an SF team member and re-enlisted. His wife was a Columbian he met while down there training military to fight the Narcos. He understood DEI and the value so I guess there are at least 2 of us.
Last edited: Sep 27, 2021