Hiring Our Heroes
When Toyota forged their relationship with the U.S. Chamber of Commerce in support of its Hiring Our Heroes (HOH) program, they wanted to do something more than just place signage at their events.
Recognizing the importance of the HOH program as a crucial resource in aiding veterans to improve their civilian life, while finding meaningful employment, Toyota sought to play an active role in this mission.
First, they developed a customized tool, the Toyota Personal Branding Resume Engine, that assists veterans in translating their military skills into civilian terms for their resumes. In addition, their Personal Branding Guide and Resume Engine were taken to key HOH fairs throughout the year. Branding Kits were created as a turn-key solution for Toyota’s footprint at each event, where display properties promoted their Personal Branding message. Toyota team members were on-site to assist attendees in navigating the Resume Engine in real time with tablets provided in their display space, as well as to collect resumes from attendees for potential open positions within Toyota.
Finally, Toyota partnered with Medal of Honor Recipient, Sergeant Dakota Meyer, in order to encourage and inspire veterans on the importance of personal branding. Not only did Toyota’s involvement capture the gratitude of veterans that attended these events, but it also generated more than 50,000 impressions throughout the year.