7 Employer Branding Steps for Military & Defense Agencies

Step 3. Work On Your Internal Branding Too

One of the biggest mistakes in the defense sector is focusing only on outward recruitment efforts. But your internal employer branding, how your current employees perceive the brand - matters just as much.

What to do for your employer branding:

• Run pulse surveys with current and former military veterans
• Track internal sentiment and feedback on your employer image
• Offer upskilling and leadership opportunities that reflect employer brand personality appeal

If internal morale is low, your new applicants and recruiters will quickly sense it. A strong internal brand and truly caring about your people boosts both retention and employee referrals.
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Step 4. Use Targeted Campaigns for Veteran & Military Talent

Hiring military candidates isn't just about checking a box. It's about building tailored, respectful, and effective recruitment campaigns.

Examples of effective recruitment campaigns include:

• Build a Veteran-Specific Campaign using the voice of former service members
• Include specific language on how you support transitions from active duty to civilian careers
• Show pathways that leverage military skills in roles like logistics, cybersecurity, and engineering

According to Orion Talent, companies that tailor job matching to military experience see up to 25% higher retention rates.
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Step 5. Align Branding with Mission and Values

Your employer brand image should mirror your core mission. For the military and defense sector, that means leading with purpose, patriotism, and industry partnerships.

Tips to align your employer brand with your mission:

• Use values-based messaging in every single recruitment campaign
• Highlight contributions to national security and technology advancement
• Showcase team achievements that reflect organizational attractiveness

When done right, this drives employer brand identification, where employees deeply connect with your organization's identity.
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Step 6. Leverage Real Data to Shape Strategies

Many defense companies rely on gut instinct or outdated tactics to build their brands. Instead, use current, credible data to inform your strategy.

Recommended sources:

• Bureau of Labor Statistics – Defense Employment
• RAND Corporation – Military and Veteran Workforce Reports
• U.S. Department of Defense
• International Public Management Journal
• Journal of Management

Track and analyze:

• Talent pipeline metrics
• Applicant quality and actual applicants per job post
• Retention rates of military employees
• Results from employer branding campaigns
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Step 7. Humanize Your Brand Through Multi-Platform Content

Too many defense companies stick to corporate speak, but the brands that win in this space feel personal, honest, and purpose-driven.

Here's what works in 2025:

• Share content on platforms where potential applicants are active (LinkedIn, YouTube, Talent Exchange sites).
• Show positive image stories, not just job specs.
• Use videos from real projects, teams, and on-site work.

Let people see what it's really like to work in your organization. This builds emotional connection and drives long-term employer brand attractiveness.
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FAQs

What is employer branding in defense?

Your employer brand is how military or defense organization builds their reputation as desirable workplaces.

Why is EVP important in defense recruiting?

Your EVP clearly communicates why people should join and stay in your organization.

How do you measure employer brand effectiveness?

Use retention rates, application quality, and employee sentiment as key metrics.

What's the role of internal branding?

Your employer brand boosts morale and commitment and turns current staff into loyal brand ambassadors.

How can we attract veterans specifically?

Create targeted messaging, highlight transferable skills, and support their transition.

Why use video testimonials?

Videos are more trusted and engaging than written content, especially from military voices who have served.

What makes branding in defense different?

The focus on mission, security, and service adds layers of meaning to employer image.
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Who Are The Top 10 Global Private Military & Defense Companies

When we look into the private military and defence companies, we can see how much demand for top talent there is. Here are some global leaders:

Lockheed Martin: lockheedmartin.com

Leading aerospace and defense contractor, F-35 and space tech, estimated revenue ~$67.6B

Raytheon Technologies: rtx.com

Aerospace systems, missiles, radar, and more, estimated revenue ~$67B

Boeing Defense, Space & Security: boeing.com/defense

Satellite and defense aircraft manufacturer, estimated revenue ~$33.4B

BAE Systems: baesystems.com

UK-based multinational with global defense operations, estimated revenue ~$28B

Northrop Grumman: northropgrumman.com

Advanced defense tech and aerospace innovations, estimated revenue ~$39.9B

General Dynamics: gd.com

IT systems, tanks, submarines, and defense services, estimated revenue ~$42B

Thales Group: thalesgroup.com

French multinational in defense, aerospace, and transportation, estimated revenue ~$20B

L3Harris Technologies: l3harris.com

Tactical communications, ISR, and defense tech, estimated revenue ~$18B

Booz Allen Hamilton: boozallen.com

U.S. consultancy serving defense and intelligence sectors, estimated revenue ~$10.5B

Leonardo S.p.A. leonardo.com

Italian aerospace and defense contractor, estimated revenue ~$16B
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Summary

Whether you're part of the U.S. Army, a contractor like Booz Allen Hamilton, or an international agency, the relationship between employer branding and mission success is no longer abstract. It's measurable, visible, and incredibly powerful.

A strong employer brand brings the right candidates, reduces turnover, and builds lasting trust. Start with tools like Vouch, align your EVP with real stories, and own your identity as a purposeful, attractive employer.
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See Why Employer Branding Managers Use Vouch!

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and more, tools like Vouch make leveraging employer branding strategies in your business remarkably easy.

Book a Vouch demo today and chat with an employer branding expert about your business needs.