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uncle samFor nearly 200 years, the United States military has been known for its innovative marketing techniques. From the famous “I want you!” posters that depicted Uncle Sam during World War I and II to the more recent “Be All That You Can Be” slogan, the military has implemented countless successful marketing campaigns that have caught the eye of prospective soldiers in the civilian sector. The military has developed a keen understanding of the marketing tactics that it must use to both achieve its own goals and to appeal to the career objectives and values of the average American.

Not only has the U.S. military demonstrated its own prowess at marketing, but it has also provided an arena in which the marketing leaders of tomorrow can acquire the skills that they need to pursue successful careers in this field. In fact, the respondents to a 2016 CareerBuilder study on veteran employment identified marketing as one of the top 13 career fields for former military members.

It is no wonder that more companies than ever are looking to add qualified veterans to their marketing teams. The U.S. military has long proven its efficacy at preparing its personnel for employment in this field. With specialized skills and unique experiences under their belt, veterans are more than capable of thriving in marketing positions.

How Do Soldiers Make the Transition from the Battlefield to the Boardroom?

Those who are in the military must maintain a wide array of unique marketing-related responsibilities during their service. Whereas some Navy officers work in the realm of quantitative data analytics, others in the Army must be capable of handling and distributing crucial intelligence among several parties. Special operations personnel are responsible for additional actions such as utilizing military intelligence to make decisions and conducting research among numerous intelligence groups.

Each of these experiences directly corresponds to duties that these military members need to compete in the field of marketing. In between preparing marketing reports, analyzing sales information, and launching advertising campaigns, marketing coordinators share responsibilities that are similar to those of many military personnel.

The marketing industry also requires its employees to possess certain skills, including problem solving, analytical thinking, and the ability to work on a team. Through their experiences in the military, veterans emerge from the service with each of these capabilities and more.

Following are a few of the skill sets that soldiers need in order to successfully transition into the civilian marketing industry:

Knowledge of Commander’s Intent

militaryIn the military, planning can determine the success or failure of any operation. Personnel must be able to both follow set orders and adapt to changing conditions on the path to achieving the desired outcome. Commander’s Intent helps military teams to set a precedent for operational success, establishing a clear picture of the end state of a mission.

Using this technique, commanders can easily outline the five main elements of any successful mission: who, what, when, where, and why. After defining these terms, they are then able to create a plan that addresses potential issues such as a lack of data or unexpected variations in enemy behavior. Both of these steps lead to the successful creation of Commander’s Intent, which allows commanders (or, in this case marketing CEOs) to provide their soldiers (marketing employees) with the freedom to improvise throughout the mission at hand. By providing as little as an image of what the battlefield (marketplace) should look like after the mission is complete, commanders enable their subordinates to act with initiative and make more effective choices during the process.

Use of Competitive Intelligence

Military personnel would not be able to ensure the success of their operations without proper knowledge of opposing forces. As such, the military consistently makes use of competitive intelligence, which is information gathered from multiple sources that allows teams to understand what the enemy is capable of and what actions they may take. More importantly, this data allows military personnel to address any threats that the opposition could pose to the success of their missions. Veterans can bring their experience in working with competitive intelligence to their work in marketing, which will require them to know their competition both inside and out.

Which Marketing Positions Best Accommodate the Skills of Veterans?

When transitioning from active duty soldier to marketing professional, veterans must be able to find jobs that allow them to make the most of their capabilities. A number of positions are available that talented veterans can fill, including the following:

  • Internet Marketing Strategist – The ability to think strategically that veterans developed during their time in the service can serve them well in the role of Internet marketing strategist. Job responsibilities in this field can range from communicating with consumers to developing effective online marketing campaigns. When employed together, these strategies enable marketing strategists to boost both online traffic and sales.
  • Market Research Analyst – Equipped with a diverse analytical tool belt and critical thinking skills, veterans make excellent candidates for this position. These professionals consistently work within the market so that they may assess the latest conditions and make accurate projections about different product offerings and services. Among their many other responsibilities, market research analysts must regularly compile information from numerous sources, conduct surveys, and develop an understanding of numerous industries all at once.