Major General Richard Nash, Minnesota National Guard’s Adjutant General, talks with employees from Blue Cross and Blue Shield of Minnesota during the Beyond the Yellow Ribbon Ceremony in Eagan. Photo courtesy of Blue Cross Blue Shield.
For a time, when the United States’ Iraq and Afghanistan adventures were in full swing, every third or fourth car sported a telltale yellow “support the troops” ribbon. Perhaps the driver was a servicemember themselves, or an active-duty parent. Maybe they merely, well, supported the troops. Even as the American public soured on its government’s wars, it remained taboo to show anything but empathy and respect for those who’d sacrificed so much for their compatriots’ sake.
But bumper stickers and good vibes aren’t always enough for veterans returning home from the front lines — nor those long-returned souls who continue to feel out of place, uneasy. Minnesotan vets haven’t shared in the state’s relative prosperity these past few years; despite what feels like a perennially strong economy, particularly in the metro region, Minnesota lags other states on veteran hiring.
That’s where Beyond the Yellow Ribbon, a homegrown veteran support program that provides employment-seeking vets with professional development and networking assistance, comes in. Founded in 2008, BTYR is overseen by the Minnesota Department of Military Affairs and operates statewide through a series of local Yellow Ribbon Communities, many of which are formally designated as 501(c)3 charities. Per BTYR.org, it’s driven by four principal objectives:
- “Creating awareness through the Yellow Ribbon Community Campaign and synchronizing sustainable community support networks.”
- “Connecting and coordinating organizations, agencies and companies to provide resources and support to Servicemembers and their families.”
- “Delivering a series of formal Yellow Ribbon Training events to Servicemembers and their families before, during and after deployment.”
- “Providing an opportunity for Minnesotans to support Servicemembers and their families.”
To become a designated Yellow Ribbon Community, local organizers must “develop a sustainable action plan demonstrating their commitment to Servicemembers and military families,” according to BTYR. Plans identify existing veteran support resources, community leaders and employers sympathetic to the cause, and opportunities to build public awareness of veterans’ issues and BTYR.
Individual companies can jump onboard the Beyond the Yellow Ribbon bandwagon, too. BTYR invites “broad, organizationally structured company[ies] with national, regional and statewide influence” and well-developed HR and training structures to apply for Yellow Ribbon designation. Blue Cross Blue Shield of Minnesota, a recent designee, formed a steering committee adjacent to an existing veteran support working group. The committee plans to work with BCBS human resources and training staff to strengthen internal veteran recruiting, training and development processes.
BTYR doesn’t totally cut out smaller companies that lack HR and training bureaucracies. The network invites small businesses to offer vets-only discounts or special offers through BTYR, or sponsor events on its Facebook page.
