Each March we celebrate the important role of women throughout American history. Dating all the way back to the Revolutionary War, women have had a vital impact within our military community -- often going without recognition. As we near the end of this Women’s History Month, we spoke to three women veterans to highlight their stories and share their perspectives in communicating within the military-connected community. Here’s what we learned.

Amy Bernard serves as the Senior Program Manager for Veteran Economic Opportunity as part of the Military Service Initiative at the George W. Bush Institute. She manages strategic efforts to promote the partnerships, collaboration, and alignment among organizations that focus on employment, higher education and meaningful career pathways that are crucial to the economic success of post-9/11 Veterans. 

Through her work with the Military Service Initiative team to integrate research findings and policy recommendations, Amy leads the Veteran Higher Education Task Force, a convening of 35 organizations to coordinate and work together to address the gaps and challenges for veterans and military affiliated students attending Institutions of Higher Learning. She has also led the strategic policy and programmatic planning of the Stand-To Veteran Leadership Program military curriculum. This program highlights the latest in employment, higher education, entrepreneurship, health and well-being and ongoing policy work in the veteran community. This program also spotlights national thought-leaders in veteran transition research. These efforts are crucial to the work that improves veteran transition outcomes and builds up the veteran population as future leaders across the nation. 

Major Amy Bernard retired from the United States Marine Corps in the Spring of 2019, where she served as a Logistics Officer in a myriad of domestic and global Command and Staff positions. She last served as the Executive Officer of a Battalion at Camp Pendleton, California. She deployed in 2005 and 2007 in support of Operation Iraqi Freedom and most recently in 2017 in support of Operation Inherent Resolve. She was selected to represent the United States Marine Corps as the first female Officer to attend Command & Staff College in New Zealand, earning a Master of Arts degree in International Security from Massey University. 

Amy Bernard is a Dallas/Fort Worth Ecosystem Ambassador for Bunker Labs, focusing on building strategic relationships between veteran entrepreneurs and the local city and business leadership. She is also a City Leader for the Dallas/Fort Worth U.S. Veterans Chamber of Commerce where she continues to build a network amongst veteran business owners. 

Amy Bernard is originally from Irving, Texas and completed her undergraduate degree at Texas A&M University. In the spring of 2019, she also completed a second Master of Arts degree in Athletic Administration from Concordia University. In her spare time, Amy is a WSET 2 Sommelier and enjoys sharing her love and knowledge of wine amongst friends. 

How has your experience as a woman in the military-connected community helped to shape your career? 

“I believe that my career in the United States Marine Corps prepared me to be a confident leader. Over the years, I developed a leadership philosophy that worked while in the military, which I also believe translates to leadership outside of the military. This philosophy encompasses the “3-P’s” of professionalism, passion, and pride. These character traits drive me as a leader, but more importantly drive me in my work and the way that I attempt to inspire and lead others.” 

“My current work with the Military Service Initiative at the George W. Bush Institute found me during my transition. I did not set out looking to work on initiatives for the veteran community, but it has been a wonderful opportunity to work with other veterans transitioning from the military into employment, higher education, and entrepreneurship. It was an eye-opening experience to assist others while navigating my own transition from active duty. This role has given me the ability to continue serving through passion projects that make a difference in the lives of my veteran peers, as well as their spouses and families.”

 At Evocati, we believe that there is great value in mentorship. Have you had a mentor or influence in your life that has left an impact on you? If so, how?

"I agree that mentorship is critical, especially in the military/veteran lifecycle. It has been very important to me as I have grown in my professional life. I was lucky to have had several great mentors during my time in the Marine Corps. One that is recently memorable was the mentor that I sought out during my retirement and transition to the civilian workforce. She was assigned through American Corporate Partners, and her advice from the perspective of a woman in a senior leadership position inside of a large corporation was invaluable. Now that I have been in the workforce outside of the military for nearly two years, I am so thankful for the way that she was open and honest with me about her experiences and how to be prepared for next steps. While a consummate professional, she also became a confidant and a friend that I could share my concerns and insecurities with about my own transition into a new world of business. Not all mentors wear multiple hats, but when they do, it can be a special relationship. Her mentorship has now helped me understand more about the differences between military and civilian networking and leadership styles and how to find and embrace my strengths in a whole new world.”

 What should practitioners know about marketing to women in the military-connected community?

“Women in this community are strong, independent, highly- experienced and educated and they are motivated to make a difference. They are steady and passionate leaders.  They deserve an opportunity to show their professional capabilities that they earned through their wealth of knowledge, experience, and skills that can be applied across the workforce in areas such as small business, academic, industry, non-profit, philanthropy, and government. Women in the military community desire to be recognized for their service and their role as leaders across this nation.”

Joshica Kiah is the CEO of JOSHICA BEAUTY LLC. She is an honorably discharged military veteran. She served six years in The United States Air Force where she worked as a Supply Chain Technician. While working for the Air Force she gained Logistics, Communication, Project Management, Computer and Administrative skills. She also has Fiscal Analyst experience after working for the United States Department of Justice. She studied Small Business Entrepreneurship, Soap making and Hospitality with a certificate in Hospitality Management Services and Material Management. She has been in business selling luxury natural hair and skincare online for five years and has grown in popularity on Etsy and social media. She believes in growing your hair while growing your self-worth and the importance of taking care of your mental, emotional and physical well being through the use of self-care. You can find Joshica on social media @joshicabeauty sharing hair care and self-care tips. Joshica is currently preparing for her debut book launch, Spring 2021, and working to scale her business for national distribution.

 How has your experience as a woman in the military-connected community helped to shape your understanding of the world? 

“Being a woman in the military-connected community has helped shape my career because it has allowed me to network with other men and women and receive mentorship from entrepreneurs who have different experiences and who can offer advice on team building, day-to-day operations and ways to grow my business. It allows me to offer my unique perspective and feel included in a community of experts and industry professionals. After serving six years in The United States Air Force, I grew accustomed to being a part of the  "military family.” Being able to continue that camaraderie outside of the service lets me know that I still have the support of fellow service members. Having that support provides an extra push towards maintaining my business while managing my personal life. Being a woman in the military-connected community has allowed me to take full advantage of the information and guidance that is available within the community. Having that network that now expands beyond the Air Force makes me feel like I have a large team that is focused on seeing my business grow and ensuring that I succeed.”

 At Evocati, we believe that there is great value in mentorship. Have you had a mentor or influence in your life that has left an impact on you? If so, how?

“I believe in the importance of a mentor and I currently have an influence in my life that has helped me both personally and professionally. The person that has influenced my life has allowed me to accept myself for who I am which enables me to encourage other women to love and accept themselves for who they are. Having a mentor allows me to surround myself with the best people, brainstorm ideas and to get feedback on my processes. Having a mentor has literally changed my life and has allowed me to stay focused on my goals. There are days when I feel overwhelmed or what people call now “imposter syndrome,” feeling a sense of inadequacy, but that is when I can talk to my mentor to motivate me and help me to not push myself beyond my limit. When talking with a mentor I begin to understand that I have a purpose and I was designed to do what I do. I’m able to realize that no one can do what I do the way that I do it, and knowing that I offer unique value can in turn allow me to change someone else’s life, that is what keeps me going.”

What should practitioners know about marketing to women in the military-connected community?

“I’ve heard from other veteran women who have been ignored and excluded from military-connected communities simply because they were women. They were neglected and turned away from veteran services and were told that they were not veterans because they were women. Now that military-connected communities are including women more, women want to know that the community has their back. They want to feel that they are a part of the military family, as well, and most of all they want to know that they are safe. When it comes to marketing to women, I focus on making them feel accepted in the community. My business is all about building your self-worth and learning to accept yourself the way you are. I focus on building character and the self-esteem of women who have been mistreated and have oftentimes felt betrayed in the past by what they once considered a family. When it comes to marketing to women I focus on winning their trust in letting them know that I am here for them and that they have the support that they need from a fellow veteran. I utilize social media platforms as a tool to communicate with women and create a space where they are comfortable sharing and connecting. I use platforms like Instagram and Facebook to share inspirational quotes and articles. I use my YouTube platform to share my ideas on natural hair and self-care and ways to take care of your mental, physical and emotional well being. I utilized Linkedin to connect with them on a professional level and start conversations that can result in partnerships. I find ways to meet them where they are and work on making connections and building meaningful relationships. I always make my message of personal development clear and I am consistent in providing content that encourages and motivates them to be their best selves.”

Kristin Saboe, Ph.D. leads surveys, research, and talent strategy for HR at The Boeing Company. Additionally, she is responsible for the company’s HR Veterans and Military Families work. Kristin holds both a Master’s and Ph.D. in Industrial-Organizational Psychology from the University of South Florida. Prior to Boeing, Kristin served in the U.S. Army as a Research Psychologist, where she conducted research, oversaw the Army’s research programs and policies related to risk-taking behaviors and psychological readiness, and served at the Pentagon as an advisor to top government leadership. She continues to serve as an officer in the Army Reserves. Prior to serving in the Army, Kristin held roles as a think tank fellow, university lecturer, and academic researcher. She is currently an adjunct professor at Georgetown University.

Kristin is an avid volunteer, seasoned public speaker, and published author in a variety of academic and non-academic media. She is the author of a forthcoming edited book, Military Veterans Employment: A guide for the data-driven leader. She is the recipient of the 2019 Society for Military Psychology's Early Career Psychologist Award and the 2020 Society for Industrial and Organizational Psychology's Early Career Practitioner Award. She was selected in 2019 as a George W. Bush Institute Veterans Leadership Program scholar.

 How has your experience as a woman in the military-connected community helped to shape your understanding of the world? 

“My experience both doing work in the military and veteran space as a scientist-practitioner and also as a veteran has entirely made me who I am. It is work and a lifestyle that gives me purpose and focus. It is really a privilege to know what it feels like to wake up and know you are creating impact in a way that improves the life of others. My time in the military gave me truly unique experiences that allowed me to grow as a person and as a leader. And my continued professional work as a researcher and expert in veterans employment gives me the privilege of being surrounded by my passionate and ambitious colleagues that together want to better the world. There is nothing better than being motivated by the passion, intellect, and leadership of the people that surround you.”

 At Evocati, we believe that there is great value in mentorship. Have you had a mentor or influence in your life that has left an impact on you? If so, how?

“I wouldn’t be doing what I do nor would I be where I am without mentors and influencers in my life giving me guidance, pushing me, and reassuring me at key moments in time. I owe so much of my growth, success, and opportunities to the mentors I have had during different stages of my life. My mentors have been particularly instrumental when I’ve faced difficult decisions personally and professionally, like whether to make a career leap. They’ve also been my support crew and cheerleaders when a little push was all I needed to shine. Mentors serve as accelerators on our life’s journey – I am so thankful for mine. I have learned just as much from being mentored as mentoring others. There is so much to gain from relationships focused on unleashing the potential of others.”

 What should practitioners know about marketing to women in the military-connected community?

“I think marketing to women in the military-connected community is no different from marketing to any other population segment or group of individuals – identify that group’s value proposition and what matters most to them. Then ensure you deliver with a sustainable solution to the issues and experiences that matter most to that population. Women in the military-connected community are as diverse as women and other groups outside of the military-connected community. For instance, for many military spouses, one of the most important career benefits is workplace flexibility so their job can move with them when their spouse moves duty assignments. Equally, the value proposition for a women veteran or caregiver will be nuanced and incumbent on that person’s priorities. When marketing, take the time to get to know your audience, know their value, and provide for the things that matter most to them with substantive solutions that are lasting.”