Back in the Spring, Disney announced a new program to hire military veterans throughout their organization. An awesome move to "give back" to those that serve and to give them a home when they return.
The fruits of that decision are starting to take shape, as the company now has close to 1,000 veterans at work and is featuring them in their advertising. Another awesome move to make heroes out of these heroes.
This is such a natural tie to the brand, and given the fact that they have been creating and marketing fictional heroes for decades the brand might as well give back to the real ones! But make no mistake, this isn't charity work. The company truly believes that veterans with their commitment and work ethnic will make loyal and productive employees. I bet they are right!
The best part ... the tagline. "Heroes Work Here." Indeed.
What's your experience? Jim.
President, Cohn & Wolfe NA
Author, The Experience Effect series