When I think about the kind of impact I want to have—not just in business, but in life—it always comes back to people. More specifically, it comes back to the people who are too often overlooked in the hiring process: our veterans, returning citizens, and underserved individuals who are more than capable, but rarely given a fair shot.
Throughout my career, I’ve worked with large companies, fast-growing startups, and government organizations. I’ve seen how much attention goes into optimizing systems, reducing waste, and improving efficiency. But the most important system in any organization is its people—and too often, the people we choose to invest in look a lot like the people already at the table.
That has to change. And I believe it starts with designing purpose-driven workplaces—places where inclusion is more than a buzzword and where impact is measured not just in profits, but in lives changed.
What Veterans Bring to the Table
Years ago, I had the opportunity to help create AloriCares, an initiative that hires, trains, and mentors U.S. Armed Forces veterans and military spouses. It started with a simple idea: if we could tap into the skills and discipline of veterans, we could create a workforce that was not only effective, but loyal, adaptable, and mission-driven.
I remember the first time I sat down with a group of recently transitioned service members. Some had served in combat zones. Others had spent years in logistics, planning, or communications. All of them had something in common—they wanted a chance to contribute in civilian life the same way they had served in uniform. They didn’t want charity. They wanted a pathway.
The truth is, veterans already have the core traits every employer claims to want: resilience, discipline, leadership under pressure, and the ability to follow through. What they often lack is a clear path into civilian employment—and a system that understands how to translate their military experience into corporate language. That’s where we come in.
The Power of Second Chances
Veterans aren’t the only group we tend to overlook. Over the years, I’ve worked with workforce development boards, community initiatives, and training centers aimed at helping people reenter the job market—many of them formerly incarcerated or coming from generational poverty. What I’ve learned is that untapped potential is everywhere. It’s just not always where we expect it.
I’ve seen firsthand what happens when you give someone a second chance and pair it with the right training and mentorship. You don’t just change their trajectory—you often change the trajectory of their family for generations. That’s not an exaggeration. Employment is one of the most powerful stabilizers in any community. When people are given meaningful work, they find purpose. They build confidence. They become contributors instead of being written off.
Purpose-driven workplaces understand this. They don’t just fill jobs—they build careers. And they do it by meeting people where they are, not where we think they should be.
Culture by Design, Not by Default
Creating a purpose-driven workplace isn’t just about who you hire. It’s about how you build culture. One of the biggest mistakes I see companies make is assuming culture will take care of itself. It won’t. Culture is what you tolerate, what you celebrate, and what you invest in. If you want to create an environment where people from different backgrounds thrive, you have to be intentional.
That means offering more than just job training. It means creating mentoring programs. It means making room for growth. It means making sure that veterans and underserved talent aren’t stuck at the entry level with no clear way up. Purpose-driven companies don’t just say the right things. They build systems that reinforce those values every day.
In our veteran-focused training center in Atlanta, we didn’t just teach technical skills. We focused on soft skills, confidence-building, and mentorship. We made sure that participants saw a future, not just a paycheck. And the results were powerful—not just for the individuals, but for the companies that hired them.
Why This Matters—Now More Than Ever
We’re living in a time of real change. Workforce gaps are growing. Communities are still recovering from economic disruption. And people are looking to employers not just for income, but for purpose. I believe we’re at a crossroads where companies can either double down on what’s always been done—or take a new path and lead with intention.
As business leaders, we have the resources and the reach to create real change. We can design workplaces that lift people up instead of keeping them out. We can challenge the assumptions that hold people back. And we can measure success not just in quarterly gains, but in long-term impact.
David Rocker didn’t start his career thinking he’d end up opening veteran training centers or working with workforce development boards. But over time, I’ve realized that helping people find meaningful work is one of the most valuable things we can do. Work gives people a place in the world. It gives them stability. And when done right, it gives them pride.
So if you’re in a position to hire, train, or lead—ask yourself not just who’s qualified on paper, but who’s ready to grow. Ask what barriers you can remove. Ask how your workplace can be a place of purpose.
Because when you build with intention, you don’t just build a stronger company. You build a stronger community.