Over the past year, Walser Automotive Group advanced a comprehensive Beyond the Yellow Ribbon (BTYR) initiative that made it the first automotive company in Minnesota to be officially proclaimed a BTYR Employer. Guided by an executive sponsor and a cross-functional steering committee, Walser launched the Veterans at Walser (VAW) employee resource group; signed an ESGR Statement of Support; implemented veteran-focused recruiting (including guaranteed interviews and partnerships with the MN Department of Veterans Affairs/DEED); and strengthened military-inclusive HR policies—96 hours of paid military training leave, an active-duty pay differential, and continued 401(k) vesting and COLA during leave. Company-wide training, a Veteran Resource Hub, and consistent internal communications kept the mission visible, while community engagement spanned Flags for Fort Snelling, Wreaths Across America, Every Third Saturday, and military-family meetups (including collaboration with Women of Walser). Customer-facing activations—such as a stackable $250 Veteran Customer Discount and promoting Support Our Troops license plates—extended the impact beyond Walser’s walls.
This strategy was matched by meaningful financial support: Every Third Saturday ($23,255, partner since 2021), Eagle Group of MN Veterans ($19,650, since 2024), Operation Homefront ($5,000, since 2023), 23rd Veteran ($28,987, since 2024), and Folds of Honor ($10,000 in 2025). These investments complement ongoing employee- and family-focused events (Welcome Home celebrations, Veterans Day meals, mental-health awareness campaigns) and elevate Walser’s role as a trusted private-sector partner to Minnesota’s military community.
Participation has been organization-wide: 148 employees are engaged through the VAW ERG across all Walser dealerships and affiliates. Looking ahead, Walser has submitted Shifting Gears, a 256-hour accredited training program to the Department of Military Affairs as an on-the-job pathway supported by the GI Bill—a structured, one-year route to sales proficiency. With the BTYR framework now embedded in operations, Walser aims to hire 50 veterans annually, sustain its steering-committee review cycle, and celebrate the BTYR anniversary each year—continuing to set a statewide standard for veteran inclusion, military-family support, and community impact.
