Walser Earns Beyond the Yellow Ribbon Designation in Minnesota

We are honored to share that Walser Automotive Group has been named a Beyond the Yellow Ribbon Company (BTYR), becoming the first automotive retailer in Minnesota to earn this recognition. This milestone represents something deeply personal to us as it recognizes the support we offer to veterans, service members, and military-connected families through intentional hiring, workplace resources, and community partnerships that prioritize care and connection.

This achievement reflects the people behind it: The veterans who bring leadership and resilience into our workplace, the families who give strength from behind the scenes, and the teams who work every day to create a culture where military-connected individuals can grow and thrive.

What This Milestone Means

The Beyond the Yellow Ribbon program began in Minnesota as a way to support service members and their families through every stage of military life. It has grown into a statewide network of communities and employers who are committed to practical, meaningful support.

We are now part of that great network through the BTYR. This acknowledgement reflects the work we have put into creating real career pathways, thoughtful policies, and a culture where military-connected individuals feel supported in both work and life.

While it is exciting to make history, the heart of this milestone lives in the people it impacts. The meaning becomes more powerful when you picture the real moments behind it.

Moments like a veteran walking into their first civilian career conversation after years of service, carrying equal parts hope and uncertainty, and meeting a team that sees their potential and understands that the next chapter can feel both exciting and overwhelming.

Or it’s a military spouse trying to balance work, parenting, and a deployment cycle finally feeling supported instead of stretched thin, knowing they do not have to carry everything alone. Maybe it’s a reservist who no longer worries about lost income during time away because differential pay steps in to provide the stability their family depends on.

It is also an employer who understands that service does not always end when someone returns to civilian life. Some employees continue to serve in the National Guard or Reserve, while others carry complex emotions about stepping away from active duty, wanting to honor both their commitment to their country and their new path forward.

We recognize that this transition can be emotional, layered, and deeply personal, and our goal is to support employees through all of it, whether they continue to serve or are learning what civilian life looks like for the first time in years.

These moments are quiet, but they are powerful. They are the lived experiences that give this milestone its meaning.

Chief Human Resources Officer Sherry Schultz said it best.

“We believe no veteran should leave military service only to feel lost, undervalued, or unsupported in civilian life. Their transition should be met with structure, empathy, and purpose.”

This achievement is more than a new status for our organization: It is the result of years of small, steady choices to show up for people; It is a recognition of the quiet moments that add up to something meaningful; It signals a framework built on action, connection, and care, not just acknowledgment.

Veterans at Walser: Our Employee Resource Group

Veterans at Walser, known as VAW, is an employee resource group that offers community, camaraderie, and advocacy for veterans, reservists, and military-connected employees. VAW creates a community-led space where experiences are shared, voices are heard, and initiatives are shaped by those who understand service firsthand.

Some of VAW’s most impactful accomplishments include:

• A lifetime vehicle discount of 250 dollars for service members at every Walser location. Click here to get the details.
• Differential pay for employees who are deployed
• Expanded military leave and reintegration programs
• Volunteer partnerships and community service projects

The VAW continues to guide the organization in building programs that matter.

Veteran Hiring and Career Pathways

Supporting veterans in their career growth is part of our identity as an organization. It reflects what we value and who we want to be. Our hiring pipeline is built to support veterans at every step, from translating military skills to work skills while offering thoughtful mentorship to guiding structured onboarding and creating clear opportunities for advancement. Veterans bring leadership, resilience, and teamwork that enrich our culture, and we take pride in building an environment where those qualities are celebrated and given space to thrive.

If you’re a veteran looking for your next step, we’d love to meet you.
Explore roles where your skills, leadership, and service experience are needed and valued.

Community Partnerships That Strengthen Veteran Support

Strong partnerships help expand the reach of veteran-focused programs. Collaborations with Eagle Group of Minnesota Veterans, Every Third Saturday, CareerForce MN, P3, and the U.S. Department of Veterans Affairs support training, mentorship, housing stability, and career services.

These relationships allow Walser to support veterans beyond the workplace and extend resources into the wider community.

Why This Designation Matters for Our Future Workforce

The Beyond the Yellow Ribbon designation sets an important benchmark for the future by signaling to veterans that they will be welcomed and supported. It assures military families that there is space for their unique needs. It creates a culture where military-connected employees feel valued, respected, and understood.

As Walser continues to grow across Minnesota, Kansas, Illinois, New Mexico, Texas, and Georgia, the designation guides how the organization supports present and future talent.

The impact reaches far beyond a certificate: It influences hiring equity, leadership development, community connection, and long-term workforce strength.

Frequently Asked Questions

What is a Beyond the Yellow Ribbon Company?

A Beyond the Yellow Ribbon Company is an employer recognized for providing meaningful support to service members, veterans, and military families through career development, workplace programs, and community partnerships.

How did Walser receive this designation?

The designation was earned through commitments that include a veteran hiring pipeline, guaranteed career conversations, expanded military leave programs, differential pay for deployed employees, and strong collaborations with veteran-serving organizations.

How does this benefit veterans and military families?

Veterans receive structured hiring support, mentorship, and career development. Military families benefit from workplace flexibility, reintegration programs, community resources,
and a supportive culture that understands their unique responsibilities.

Moving Forward with Purpose

Earning the Beyond the Yellow Ribbon designation is both an honor and a responsibility. The work continues with every veteran hired, every family supported, every partnership strengthened, and every conversation that leads someone from service life to a thriving career.

To service members and veterans, thank you for your strength and your service.
To military families, thank you for your resilience.
To our communities, thank you for helping shape this mission.

Together, we continue building a future rooted in connection, purpose, and support.

Join a workplace that stands beside veterans and their families.
Explore opportunities across our dealerships and teams.