How United Airlines Built a Scalable Veteran Hiring Strategy with RecruitMilitary’s RMS²
United Airlines partnered with RecruitMilitary to strengthen recruiter confidence, increase veteran applications, and build a measurable, enterprise-wide military hiring program.
Hiring veterans is not just about access to talent. It is about understanding that talent, advocating for it, and building systems that convert military experience into long-term business impact.
Few organizations understand this truth like United Airlines. While already employing thousands of veterans, the company wanted to go further by creating a scalable, skills-first veteran hiring strategy that delivered measurable results across the enterprise.
By fully committing to RecruitMilitary’s RMS² services, United Airlines transformed how it attracts, evaluates, and hires military talent.
Key Takeaways
United Airlines increased veteran applications from approximately 380 in 2023 to more than 1,000 in 2025.
RecruitMilitary’s RMS² helped improve recruiter confidence, candidate alignment, and interview-to-offer conversion.
United expanded veteran hiring across multiple business units, including corporate, IT, leadership, and operational roles.
What Is RecruitMilitary’s RMS²?
RecruitMilitary’s RMS² is an enterprise veteran hiring solution that combines military talent sourcing, recruiter education, employer branding, hiring analytics, and workforce strategy to help large organizations hire veteran talent at scale.
Why Did United Airlines Need a Better Veteran Hiring Strategy?
Like many large employers, United Airlines had strong leadership support for veteran hiring, but needed a more structured and measurable way to turn veteran interest into interviews, offers, and hires.
- No centralized veteran recruiting framework despite strong executive support.
- Recruiters wanted to hire veterans but lacked confidence translating military experience into civilian roles.
- Veterans had limited visibility into corporate and nontraditional career paths at United.
- Strong application interest did not always convert into interviews and offers.
United Airlines did not need more goodwill. The company needed a repeatable system that aligned sourcing, recruiter education, employer branding, data tracking, and hiring conversion.
How Did RecruitMilitary’s RMS² Help United Airlines?
United Airlines partnered with RecruitMilitary to deploy RMS² as a scalable veteran hiring strategy. What made the partnership successful was not just the services alone, but United’s commitment to using RMS² intentionally and consistently across the organization.
Enterprise Veteran Talent Pipeline
RecruitMilitary’s veteran database, targeted sourcing, and nationwide career fairs gave United ongoing access to qualified military talent across multiple job families.
Recruiter Education and Enablement
RecruitMilitary helped United recruiters translate military resumes, understand transferable skills, and confidently advocate for veteran candidates with hiring leaders.
Data and ATS Visibility
United tagged RecruitMilitary applicants inside its ATS, creating visibility into application flow, pipeline health, and conversion performance.
DoW SkillBridge Implementation
With RecruitMilitary’s support, United launched SkillBridge as a structured pathway for transitioning service members to demonstrate their skills in real business environments.
Veteran Employer Brand Awareness
RecruitMilitary helped United show veterans that careers at the company extend beyond pilots and flight attendants into corporate, IT, operations, and leadership roles.
What Results Did United Airlines Achieve?
- Veteran applications increased from approximately 380 in 2023 to more than 1,000 in 2025.
- Interview-to-offer conversion improved through stronger recruiter advocacy and candidate alignment.
- Veteran hires expanded across multiple business units, not just frontline roles.
- United strengthened its position toward becoming the leading veteran employer in commercial aviation.
These results did not happen by chance. They happened because United Airlines treated veteran hiring as a strategic business function, not a side initiative.
Why Does RMS² Work for Employers Serious About Veteran Hiring?
RMS² is built for employers who want more than applicants. It is designed for organizations that want measurable veteran hiring outcomes through sourcing, education, strategy, branding, and data.
“RecruitMilitary helped me understand how transferable military skills can truly amplify an organization. They have helped us articulate that value, educate our recruiters, and see how military talent can be a vessel to transform our workforce for the future.”
— Dom Walker
Senior Manager of Executive Recruitment | United Airlines
What Can Employers Learn from United Airlines?
Intentionality Matters
Veteran hiring requires structure, education, accountability, and executive commitment.
Tools Only Work if You Use Them
United Airlines committed to RMS² across sourcing, recruiter training, employer branding, and hiring decisions.
Education Changes Outcomes
When recruiters understand military experience, veteran hiring confidence and conversion improve.
Veteran Hiring Scales Enterprise-Wide
The strongest veteran hiring programs integrate military talent across every business unit, not just frontline positions.
Frequently Asked Questions About RMS² and Veteran Hiring
What is RMS²?
RMS² is RecruitMilitary’s enterprise veteran hiring solution that helps employers source, understand, engage, and hire military talent at scale.
How does RMS² improve veteran hiring?
RMS² improves veteran hiring by combining access to military talent with recruiter education, candidate matching, employer branding, hiring analytics, and strategic support.
Why is recruiter education important in veteran hiring?
Recruiter education helps hiring teams understand military experience, translate skills into civilian roles, reduce bias, and advocate more effectively for veteran candidates.
What can employers learn from United Airlines’ veteran hiring strategy?
Employers can learn that veteran hiring works best when it is structured, measurable, supported by recruiter education, and integrated across the enterprise.
Ready to Build a Scalable Veteran Hiring Strategy?
Learn how RecruitMilitary’s RMS² helps employers attract, understand, hire, and retain veteran talent through sourcing, recruiter education, military hiring strategy, employer branding, workforce analytics, and strategic hiring support.