Beyond the Badge: How Herc Rentals Built a 5-Star Veteran Program

BONITA SPRINGS, FL – May 19, 2026 – Herc Rentals has secured the highest distinction for veteran employment, the 2026 VETS Indexes 5-Star Employer Award, marking a significant advancement from its 4-Star designation in the previous two years. This recognition places the equipment rental supplier among an elite group of companies demonstrating an exceptional commitment to hiring, retaining, and supporting military veterans.

The achievement reflects a deliberate and sustained effort by the company to integrate military talent into its workforce. “Veterans bring integrity, leadership and a deep sense of responsibility that align directly with our purpose of helping our customers and communities to build a brighter future,” said Larry Silber, Herc Rentals chief executive officer. “Advancing from a 4-Star to a 5-Star designation reflects the progress we’re making to ensure veterans have the tools, support and opportunities to build successful civilian careers while strengthening Team Herc.”

The Gold Standard of Veteran Employment

The VETS Indexes Employer Award is not a simple commendation; it is one of the most rigorous and comprehensive assessments of veteran employment practices in the United States. The methodology, developed with input from veteran employment experts, involves a data-driven survey analyzing nearly 300 factors. This includes metrics on veteran recruiting, hiring, retention, career development, and support for military spouses and members of the National Guard and Reserves.

VETS Indexes operates as an independent provider of ESG-focused indexes, lending significant credibility to its awards. The evaluation process is objective, focusing on key performance indicators rather than subjective essays, ensuring that the 5-Star rating represents a quantifiable, top-tier commitment. Participation is free for employers, removing financial barriers and encouraging broad participation.

By achieving this status, Herc Rentals joins the ranks of other nationally recognized 5-Star employers such as Comcast, Lowe's, and Merck. This places the company in distinguished company, highlighting that its veteran programs meet a national standard of excellence and are comparable to those of some of the largest and most respected corporations in the country.

A Blueprint for Success: Inside Herc's Veteran Initiatives

Herc Rentals' ascent to 5-Star status is the result of a multi-faceted strategy designed to create a welcoming and growth-oriented environment for former service members. The company's approach goes beyond simply stating it is "military-friendly" and delves into structured programs that address the unique needs of veterans transitioning to civilian careers.

A cornerstone of this strategy is targeted recruitment. Herc Rentals actively participates in the Department of Defense's Employer Support of the Guard and Reserve (ESGR) and the U.S. Army Partnership for Youth Success. These partnerships provide direct pipelines to military talent, allowing the company to engage with service members before they even leave the military.

Once on board, the support continues through the company’s Veterans Resource Group (VRG), launched in 2019. This internal network serves as a crucial support system, offering mentorship, fostering a sense of community, and assisting with recruitment and retention efforts. With over 650 veteran employees as of last year—131 of whom were promoted—the VRG helps ensure that veterans don't just get a job, but build a career. This commitment is further validated by a consistent stream of accolades, including the Military Friendly® Gold designation and the HIRE Vets Medallion Award from the U.S. Department of Labor.

More Than a Mission: The Business Case for Hiring Veterans

While supporting veterans is a laudable act of corporate social responsibility, leading companies like Herc Rentals understand it is also a powerful business strategy. The skills honed in the military—leadership under pressure, complex problem-solving, technical proficiency, and an unwavering commitment to teamwork—are directly transferable to the fast-paced, logistics-heavy equipment rental industry.

Hiring veterans provides a significant return on investment. Studies have shown that veterans often exhibit lower turnover rates, reducing the high costs associated with recruitment and training. Their discipline and work ethic can lead to enhanced productivity and operational efficiency across teams. By actively recruiting from this talent pool, companies gain a workforce that is adaptable, resilient, and trained to execute complex missions with precision.

Furthermore, the federal government encourages this practice through financial incentives. Programs like the Work Opportunity Tax Credit (WOTC) can provide businesses with thousands of dollars in tax credits for each eligible veteran hired. This makes the decision to invest in veteran talent not just a cultural positive but a financially astute one. The societal benefits are equally compelling, as meaningful employment for veterans strengthens communities, reduces unemployment, and contributes to national economic growth.

An Industry-Wide Trend: The Race for Military Talent

Herc Rentals is not alone in recognizing the value of military veterans. The equipment rental sector as a whole has become a hotbed for veteran employment, with major players like United Rentals and EquipmentShare also boasting robust, award-winning veteran programs. This industry-wide trend has created a competitive landscape where companies vie for the best military talent by offering superior support, clear career pathways, and a culture that understands and values military experience.

This competition is raising the bar for what it means to be a truly veteran-ready employer. Best practices now include participation in programs like the DoD SkillBridge, which allows service members to complete internships during their final months of service, providing a seamless transition to a civilian role. The establishment of active Employee Resource Groups, strong mentorship programs, and flexible policies for Guard and Reserve members are becoming standard expectations.

The skills veterans bring are particularly well-suited for the equipment rental industry, which relies on logistics, maintenance, and operational excellence. Military experience in mechanics, engineering, supply chain management, and leadership translates directly to roles ranging from technicians and sales representatives to branch and regional managers. As the industry continues to grow and face skilled labor shortages, the veteran community represents a critical and highly qualified talent pipeline, making robust support programs an essential component of long-term workforce strategy.