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 standard that allows an organization to develop it’s Military Friendly® program over time. It starts with a PLEDGE to do no harm to veterans and to instill favorable policies to recruit, retain and advance them in the organization. It then move to a DESIGNATION that establishes baseline expectations to allocate resources to to make efforts towards those policy goals. Finally, AWARD levels of Bronze, Silver and Gold measure an organization’s success in achieving static levels of success and Top 10 ranks the Top 10 organizations in certain subcategories.
“that measures”: The Military Friendly® ratings program is rules-based and formulaic. It uses transparent, pre-determined criteria to determine the program levels, and methodology and weighting to determine the Top 10 list. It is objective and designed with perspective from third-party leading experts.
“an organization’s”: This is purposefully a broad term because we believe that every organization in America should be incentivized to be Military Friendly®. The program currently rates employers, colleges, supplier diversity programs, brands and more with more coming in the future.
“commitment”: Commitment is the first of three sequential steps toward building a military program. Commitment refers to an organization setting policy. This is acheived through a Military Friendly® PLEDGE.
“effort”: Effort is the second of three sequential steps and refers to an organization committing resources; people, time, capital, toward their military progam. This is the Military Friendly® designation rating.
“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? This is the Bronze, Silver, Gold and Top 10 Award levels.
“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 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 “backstage 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 have served: active duty, guard, reserve, military spouses and veterans.