Your job descriptions can be perfect. Your benefits can be strong. But if your careers page does not speak to veterans, they bounce. They land, they scan, and they leave. Nothing on the page tells them they belong at your company.

A careers page is a different asset than a single job posting. A job posting is one role. A careers page is your front door. It is where a veteran decides if your company is worth their time. Most companies get this wrong. They slap a flag photo on the page and call it veteran-friendly.

This guide walks through how to build a careers page that actually pulls in veteran talent. We cover the dedicated veterans section, plain-language skill translation, real proof, and the value you offer veterans. We also cover what to leave off the page. The goal is a page that converts, not a page that decorates.

Why Does a Careers Page Matter More Than a Job Posting?

A job posting answers one question. Can I do this job? A careers page answers a bigger one. Do these people get me?

Veterans are careful. They left a culture they understood. Now they are looking for the next one. They want to know if your company will treat their service as an asset or a question mark. Your careers page is where they look for that answer first.

Think about the path. A veteran sees your job on a board. They click through to your careers page to learn more. If that page is generic, the doubt creeps in. If that page shows other veterans, names real support, and speaks plainly, the doubt fades. Then they apply.

The careers page also does work the job posting cannot. It carries your story. It holds your benefits, your culture, and your proof in one place. A good one answers the quiet questions a veteran will not ask in an interview.

What Should a Dedicated Veterans Section Include?

Start with a section built just for veterans. Not a line buried in your values page. A real section with its own headline and its own space. Make it easy to find from your main careers menu.

The section should say three things fast. We hire veterans. We know what you bring. Here is how we support you. Keep it short and direct. Veterans respect plain talk and spot fluff in a second.

Give the section a clear path to apply. List the roles where military experience fits best. Link to those open jobs. Do not make a veteran dig through fifty postings to find the right one. Point them there.

If you want a deeper view on the page mechanics that fail here, read our breakdown on why a military-friendly brand stops converting veterans. The careers page is often where the gap shows up first.

Where Should the Section Live?

Put a clear link in your top careers navigation. Label it plainly. "Military and Veterans" works. Do not hide it three clicks deep. If a veteran has to hunt for it, the message is that you do not really mean it.

How Do You Translate Military Skills So Veterans See Themselves?

This is the part most companies skip. A veteran reads your job page and sees civilian words. They do not always connect their own work to those words. Your page can close that gap for them.

Use plain language that maps military roles to your jobs. Show that a logistics NCO already runs supply chains. Show that a platoon sergeant already manages people, budgets, and risk. You are not dumbing it down. You are doing the translation work so the veteran does not have to guess.

This matters because the resume side struggles with the same gap. BMR sees it every month. Over 1,000 new veteran profiles join the platform each month, and 60,000 resumes have been built on it. The hardest part for many veterans is naming their military work in civilian terms. When your careers page does that for them, you remove the friction.

Keep the translation honest. Do not promise a role a veteran is not qualified for. The point is to help them recognize a real fit, not to flatter them. For the job posting side of this, see how to write a job description that attracts veterans. The careers page and the job posting should use the same plain words.

What Kind of Proof Do Veterans Look For?

Veterans trust other veterans. Stock photos do nothing. Real proof does everything. Your careers page should show that veterans already work at your company and are doing well.

Put real people on the page. Use a photo of an actual veteran employee, with their name and role. Add a short quote about their move from service to your company. One real story beats ten lines of marketing copy.

Name your veteran community if you have one. If you run a veteran employee resource group, say so. Link to it. A group signals that the support is real and ongoing, not a hiring-day promise. If you do not have one yet, our guide on how to start a veteran employee resource group walks through the steps.

What Is Your Value Proposition for Veterans?

Veterans weigh more than pay. They left a job with deep meaning. They want a new place that offers stability, growth, and respect. Your careers page should name what you offer in those terms.

Lead with the things that matter to someone leaving service. Stability counts. A clear path to grow counts. Support for Guard and Reserve duty counts. So does a culture that values how veterans work. Say these plainly. Do not bury them.

Here is a simple frame. What did the military give them that they want to keep? Mission, team, growth, structure. Show how your company offers the same. That is your value proposition for veterans, and it belongs on the page.

For more on building the culture behind these claims, our veteran-inclusive workplace checklist covers what the page should be backed by. A page can only promise what the workplace delivers.

What Benefits and Support Should the Page Name?

Veterans want to see the support spelled out. Vague words like "we support our veterans" mean nothing without detail. Name the real things. Specifics build trust.

Start with Guard and Reserve support. Many veterans still serve part time. They need to know you will hold their job when they deploy. Under the Uniformed Services Employment and Reemployment Rights Act, you already owe this by law. Say it on the page anyway. It shows you know the rules and stand behind them.

List your military leave policy. If you offer paid leave for drill or deployment, say how much. If you offer differential pay, say so. These are the questions a Guard member asks before they apply. Answer them up front.

Name your accommodations support too. Some veterans have a service-connected disability. They want to know your company will work with them. A plain line about reasonable accommodations tells them they are welcome.

If you want the full rundown on these duties, read our guide to USERRA employer obligations for Guard and Reserve. You can also point staff to the Department of Labor VETS page on USERRA for the source rules.

A Note on Tax Credits

Some careers pages used to name the Work Opportunity Tax Credit as a reason to hire veterans. Be careful here. The credit expired at the end of 2025. It is not available for 2026 hires unless Congress renews it. Do not put a present-tense tax-credit promise on your page right now. If it is renewed, you can add it back.

What Should You Leave Off the Page?

The fastest way to lose a veteran is empty patriotism. A giant flag, a saluting soldier in silhouette, and the word "hero" do not earn trust. They signal that you tried to look the part without doing the work.

Cut the stock photos of camo and eagles. Veterans see these everywhere and tune them out. Worse, an over-the-top patriotic page can read as a checkbox. It makes a sharp candidate suspicious, not impressed.

Drop the word "hero" as a label. Most veterans do not see themselves that way. They want a job and respect, not a parade. Speak to them as professionals with a track record, because that is what they are.

Also cut the vague claims you cannot back up. "We love hiring veterans" with no proof falls flat. If you say it, show it. A claim without a story is just noise. This is the core failure behind a brand that looks military-friendly but does not convert.

How Do You Tie the Page to a Real Pipeline?

A great page still needs candidates to fill it. The page draws interest. A real sourcing pipeline turns that interest into hires. Connect the two.

Name where you find veteran talent. If you work with a veteran talent platform, say so on the page. It tells a candidate that you are serious and that a path exists. It also gives them a second way to reach you.

This is where BMR fits. The platform adds over 1,000 new veteran profiles every month, with 60,000 resumes built to date. That is a fresh, growing pool of veteran candidates ready to hire. A careers page plus access to that pool is a stronger motion than either one alone.

For the broader case on why veteran hiring belongs in your talent strategy, see our piece on veteran hiring as a diversity and inclusion strategy. The careers page is one piece of that wider plan.

Putting the Page Together

Start with a dedicated veterans section that is easy to find. Translate military roles into your jobs in plain words. Add real veteran employees, real photos, and your ERG if you have one. Name the value you offer and the support you provide, including Guard and Reserve protections.

Then cut the empty patriotism and back every claim with proof. A page like this does the quiet work of earning a veteran's trust before they ever talk to you. It is the difference between a page that decorates and a page that hires.

A strong page is only half the motion. The other half is access to veteran candidates ready to apply. To reach BMR's veteran talent pool and start hiring from it, reach out through our hire page. You can also review the federal hiring paths for veterans on USAJOBS, and the latest veteran labor data on BLS.gov.