business news in context, analysis with attitude

by Kevin Coupe

Since today is Veteran's Day, let's dip into a CNBC story about Starbucks CEO Howard Schultz, in which he says that "he wants to raise the national awareness of what it means to serve by hiring veterans to recruit veterans within his company."

Schultz says, "What we need inside Starbucks in the HR group is we need veterans recruiting veterans who understand their language, their challenges, their issues. So the people who are recruiting veterans at Starbucks are the people who have worn the cloth of the nation ... "What we have learned is that the level of attrition rate among veterans is lower. The level of performance is higher, and these are great, great young men and women."

The company says that since making a commitment that it would hire at least 10,000 veterans and military spouses by the end of 2018, it already has hired more than 8,000. And, "the Schultz Family Foundation has committed $30 million to help veterans with the challenges associated with transitioning successfully into the civilian workforce."

Schultz goes on: ""What I would say is simply we should not be acknowledging veterans who have served the country only on Veteran's Day. We should be doing it every single day. We owe them a great, great debt of gratitude."

He's got that right. Schultz and Starbucks are not alone in realizing this debt and making this commitment. Still, the point is worth making. It is an Eye-Opener.
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