American Marketer


Jaguar Land Rover eases military transition into workforce

July 9, 2014

Land Rover's #GoSomewhereRare Land Rover's #GoSomewhereRare


British automaker Jaguar Land Rover is helping former military personnel transition into the workforce with an expanded training program.

In the first phase of the program, the brand will target around 6,500 former military personnel looking to start a career that allows them to take advantage of acquired technical skills. The latest program fits into the brand's overarching outreach mission that had earned the company Britain's "Responsible Business of the Year" award in 2013.

"Jaguar Land Rover has been investing in researching and developing the latest technologies and creating new and updated engineering and manufacturing facilities to help grow and develop our business in a sustainable way," said Ralf Speth, chief executive officer of Jaguar Land Rover, Britain.

"We have plans for sustainable growth, and developing sustainable products that meet the needs of customers now and in the future is vital to that goal," he said.

Broader mission

The new training program is intended to combat the widespread unemployment among post-military men and women.

Jaguar Land Rover recognizes that veterans have broad skill sets that can be transferred to the automotive industry and similar fields. However, many veterans end up unemployed for a host of reasons.

Additionally, of the 24,000 military that will leave the forces in Britain this year, around 6,500 will be Early Service Leavers, a position that does not afford military qualifications, making it harder to find work.

Military Training

Jaguar Land Rover training program for post-military personnel

Jaguar Land Rover's program will focus primarily on Early Service Leaders.

Through the program participants will learn skills important to a career in the automotive industry. In 2013, the brand hired 85 ex-service personnel, a number that will likely increase following the launch of the new program.

The brand is part of a coalition of 100 British businesses that assist the reintegration of military forces into civilian careers.


Jaguar promotion

Jaguar Land Rover also has a youth training program that provides unemployed people aged 16 to 24 with employable skills.

Following the reception of the "Responsible Business of the Year" award, the company has increased its efforts to contribute to a "fairer society and more sustainable future."

On key

The latest training program meshes with recent Jaguar Land Rover initiatives.

British automaker Jaguar Land Rover is sponsoring the first Invictus Games Sept. 10-14 that gives sick or wounded service members the opportunity to compete in a number of sports.

Three hundred veterans from 13 nations will compete in eight events ranging from archery to swimming. Elevating these competitors to an international stage will likely help to spread awareness about the many challenges facing veterans when returning from active duty (see story).

Land Rover United Kingdom is building interest in the Invictus Games with a campaign that spotlights athletes overcoming physical difficulties.

The “Can and Will” campaign ties in with the brand’s overarching initiatives that exalt independence and courage (see story).

Although the brand's training programs benefit society at large, they also yield valuable talent.

"It is critical that we attract talented young people to become the next generation of engineers and technologists to support our global growth plans," Mr. Speth said.

Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York