After serving 20 years in the United States Air Force, I can tell you this with confidence: once service gets into your blood, it never leaves. You might hang up the military uniform, but that sense of duty, teamwork, and pride in something bigger than yourself sticks. And that’s why so many veterans find their second calling in public safety.
Firefighters, EMTs, police officers, deputies, and dispatchers include many among their ranks who continue to serve long after their military chapter closes. So when Veterans Day rolls around, your department has a powerful opportunity. Not just to say thank you, but to show your community who your people are and why they still choose to serve.
1. Let Your Veterans Tell Their Stories
Here’s the thing about veterans: they don’t need fancy scripts or PR lines. They’ve lived through enough to know how to keep it real. A short social media video or written spotlight featuring your veteran members sharing why they joined public safety can make a bigger impact than any recruitment ad you’ll ever run.
Ask them questions like:
- What keeps you serving?
- How does your military experience help you in the firehouse or on patrol?
- What advice would you give to other veterans thinking about joining?
Keep it conversational. Keep it human. And if they throw in a good story about boot camp or their first day at the station, even better. Those stories are what connect people to your department.
2. Bring It to Life Inside the Department
Don’t let Veterans Day live and die on your social media feed. Celebrate the people behind the posts. Have a veterans’ breakfast at the station. Hang up photos of your members in uniform. Invite the local paper or a school class to come meet them and learn about what they do now.
In the Air Force, we used to say “recognition matters.” And it really does. When you take the time to spotlight your veterans, you’re not just honoring them; you’re showing recruits and the community that service is part of your culture.
3. Connect the Two Worlds: Service to Service
When I transitioned out of the Air Force, I didn’t stop wanting to serve. I just needed a new way to do it. That’s exactly how many veterans feel. They’ve spent years protecting people they may never meet, so stepping into fire and EMS or law enforcement feels like a natural continuation of that purpose.
Your recruitment message can lean into that. Try something like:
“You’ve served your country. Now serve your community.”
Simple, direct, and powerful. Veterans understand commitment, long nights, and teamwork. They’ve been part of something mission-driven before. You’re just offering them a new mission.
4. Use Veterans Day as a Recruitment Moment
Veterans Day is one of the few times people really pause to reflect on service. That makes it a perfect moment for recruitment. Run a campaign that highlights your veteran members by posting videos of them sharing why they joined, and encourage them to share those posts with their networks.
Veterans trust other veterans. When your members speak directly to that audience, it hits differently. And if you can, mix in a bit of humor or camaraderie, say, a group photo with the caption, “Different uniform. Same mission.” You’ll grab attention while staying genuine.
5. Keep the Momentum Going All Year
Veterans Day is important, but appreciation should last longer than 24 hours. Create an ongoing “Veteran Spotlight” series for your department’s social media or website. Mention your veteran members during recruit orientations. Add veteran-to-veteran mentorship in your onboarding process.
In the military, we used to say, “Take care of your people and they’ll take care of the mission.” The same rule applies here. When veterans feel seen, valued, and supported, they stay. And they make everyone around them better.
As someone who spent two decades wearing the uniform, I can tell you that most veterans aren’t looking for recognition. They’re looking for purpose. They want to keep contributing, keep serving, and keep being part of a team that matters.
So this Veterans Day, don’t just post a flag graphic and call it a day. Shine a light on the people in your department who continue to serve in new ways. Their stories are what inspire others to step up.
Trust me, when your community sees those stories, they’ll start to understand something I learned a long time ago: once you’re built to serve, you never really stop.
At First Arriving, we help departments attract, engage, and retain quality members through storytelling, strategy, and smart marketing. From mobile-first websites and recruitment videos to full-scale campaigns, our work turns interest into action.
By Walter Campbell, Recruitment & Retention Strategist
If your department is ready to make recruitment easier and more effective, let’s connect. Email GetStarted@FirstArriving.com to start the conversation.
