Customer Stories > United Rentals
United Rentals
How United Rentals Built a Veteran Recruitment Engine with Strategy, Storytelling, and Technology
The Company
United Rentals is the world’s largest equipment rental company, committed to helping veterans transition into civilian careers.
Industry
Equipment Rental & Construction
Number of Employees
20,000
28%
Increase in veteran applicants within
six months of launch.
3%
Engagement rate on veteran
career page featuring
Talent Attract videos
100+
Veteran apply click in under 12
months
The Challenge
United Rentals wanted to expand its veteran recruitment strategy by authentically sharing veteran employee stories through scalable, engaging presentation content.
This has been one of the most enjoyable and impactful projects I’ve worked on.
~Kelli French, United Rentals
The Solution
United Rentals partnered with Recruit Rooster to strengthen their veteran recruitment strategy through a fully integrated ecosystem of tools, technology, and storytelling. Their solution includes a dedicated military careers site supported by job-matching tools, veteran-focused resources, and Talent Attract–powered video content.
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A Dedicated Veteran Career Site
A streamlined, military-focused career hub that helps veterans and military families easily explore roles aligned with their experience.
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Military Skills Translator
Instantly maps MOS/AFSC/Rating codes to matching United Rentals jobs, improving clarity and job alignment for veterans.
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Job Search by Military Base
Lets military-connected talent find opportunities near their current installation or future relocation area.
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Veteran Resources Hub
Offers transition guidance, benefits information, and career insights to support veterans exploring civilian roles.
-
Talent Attract Video Testimonials
Authentic veteran-led video stories highlight culture, career growth, and real experiences across the company, featured on the site, in job posts, and in digital outreach.
The Outcome
United Rentals created a comprehensive, high-impact veteran recruitment experience, one that informs, inspires, and converts. By combining a dedicated military career site, job-matching tools, veteran resources, and Talent Attract video storytelling, the company has significantly strengthened its pipeline of mission-driven, highly skilled veteran talent.
Recruit Rooster’s tools made it easy to capture and share authentic veteran stories.
-Kelli French, United Rentals
Impact and ROI
United Rentals created a comprehensive, high-impact veteran recruitment experience, one that informs, inspires, and converts. By combining a dedicated military career site, job-matching tools, veteran resources, and Talent Attract video storytelling, the company has significantly strengthened its pipeline of mission-driven, highly skilled veteran talent.
Why It Matters
Veteran recruitment requires more than job listings. It requires clarity, relevance, and trust. Transitioning service members need to quickly understand how their skills translate, where opportunities exist, and whether
an employer truly values their experience.
By combining a dedicated military career site, job-matching tools,
location-based search, veteran resources, and authentic video storytelling, United Rentals created an experience that meets veterans where they are. The result is a recruitment approach that not only scales across a large
organization, but also builds real connection with the military community and turns interest into action.
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