Veterans Day 2026 lands on Wednesday, November 11 — smack in the middle of a work week, which is exactly where it belongs for those of us who run Wisconsin businesses. It’s a day with a specific origin: the armistice that ended the fighting of World War I took effect on the eleventh hour of the eleventh day of the eleventh month in 1918. Congress made it a federal holiday as Armistice Day, and in 1954 renamed it Veterans Day to honor everyone who has worn the uniform, in every era, living or gone.
Memorial Day is for the fallen. Veterans Day is for the living. That distinction matters, because the people we’re honoring this week are our neighbors, our customers, our employees, and — in a lot of Wisconsin shops — the person running the second shift.
Here’s what I’d suggest a Wisconsin business owner actually do about it. Three things: honor, hire, and buy local.
Veterans Day 2026: First, a little perspective on Wisconsin veterans
The U.S. Census Bureau counts 288,078 veterans living in Wisconsin, based on its 2020–2024 estimates. The same source counts 3,867 veteran-owned employer firms in the state — businesses with payroll, not just sole proprietors. (Census QuickFacts, Wisconsin)
That’s about one in every sixteen adults, and in a lot of our rural counties the share is considerably higher. If you employ twenty people in Wisconsin, odds are good you already have a veteran on the payroll. If you have fifty, you may have two or three. Many of them don’t talk about it. This week is a fine time to ask.
1. Honor: say it out loud, and say it specifically
Most of us mean well and do nothing. A generic “Happy Veterans Day” post on the company page is better than silence, but barely. Here’s the better version, and it takes about an hour:
– Ask your team who served. A simple note to the whole company works: “We’d like to recognize our veterans on Wednesday. If you served, and you’re comfortable being named, let us know.” Some will opt out. Respect that.
– Recognize them by name and branch, in a short all-hands, a company email, or a post on LinkedIn — with their permission. “Dave in shipping, U.S. Army, 1998–2004” says more than a stock photo of a flag ever will.
– Give them the mid-week nod. Veterans Day isn’t a paid holiday at most small companies, and that’s fine. A paid half-day, a catered lunch, or simply letting a veteran employee leave early to attend a local ceremony costs very little and is remembered for years.
– Show up locally. Nearly every Wisconsin community has a Veterans Day observance — American Legion and VFW (Veterans of Foreign Wars) posts, school assemblies, county courthouse ceremonies. The Wisconsin Department of Veterans Affairs (WDVA) maintains a statewide calendar at (dva.wi.gov).
The point is specificity. Honoring “veterans” in the abstract is easy. Honoring Maria in quality control, who was a Navy corpsman, is what people notice.
2. Hire: the Wisconsin veteran is the worker you’ve been looking for
Every manufacturer, contractor, and shop owner I talk to in southeastern Wisconsin has the same complaint: they can’t find people who show up on time, follow a process, and don’t need to be told twice. That is a near-perfect description of someone who has spent years in the military.
Veterans come out of service with habits that map directly onto a plant floor or a job site: safety discipline, respect for a checklist, comfort with shift work, and experience operating and maintaining equipment that costs more than some buildings. Many hold technical certifications — in electronics, logistics, diesel mechanics, IT (information technology), and heavy equipment, etc. — that are directly transferable, or close to it.
Wisconsin makes it easy to find them:
– Job Center of Wisconsin (jobcenterofwisconsin.com) is the state’s free job board, run by the Department of Workforce Development (DWD). Post there and your opening is visible to veterans who search specifically for veteran-friendly employers.
– Local Veterans Employment Representatives (LVERs) are DWD staff whose entire job is matching veterans with Wisconsin employers. They’re free to use, and they know the candidates.
– The Vets Ready Employer Initiative is DWD’s annual recognition for employers who hire, retain, and support veterans. It’s free to apply. The 2026 application window ran April 30 through July 31, and winners are announced each fall around Veterans Day; 2025’s class recognized 25 employers, eight of them first-timers. Put the 2027 cycle on your calendar now. (DWD Vets Ready)
– DoD SkillBridge lets active-duty service members spend their last months of service working for a civilian employer — at no salary cost to the employer. If you’ve got a role that takes training, this is a way to try before you hire. (skillbridge.osd.mil)
One more point worth making to a veteran candidate: Wisconsin exempts military retirement pay from state income tax. For a retiree choosing where to settle after twenty years of service, that’s a real reason to pick Wisconsin — and your opening — over a job across the border.
3. Buy local: put veteran-owned Wisconsin businesses in your supply chain
Those 3,867 veteran-owned employer firms are machine shops, trucking companies, electrical contractors, IT providers, and marketing shops. Most are small. Many are excellent. Few get asked.
If you buy anything — raw materials, freight, building maintenance, software, uniforms — you have a supply chain, and you have some say in who’s in it. The easiest Veterans Day commitment a business owner can make is to look at that list and ask: is there a veteran-owned Wisconsin company that could do this?
Where to look:
– The Wisconsin Veterans Chamber of Commerce (wiveteranschamber.org) maintains a member directory and runs networking events statewide.
– The U.S. Small Business Administration (SBA) certifies Veteran-Owned Small Businesses (VOSBs) and Service-Disabled Veteran-Owned Small Businesses (SDVOSBs). If you sell to government or large primes, those certifications matter to your customers too. (sba.gov)
– Ask. Your current vendors know who else is in the trade. “Do you know any veteran-owned shops that do X?” is a question that gets answered.
Buying local from a veteran-owned firm isn’t charity. It’s a conversation with someone who understands deadlines, accountability, and what it means to have your name on the work.
Beyond the week
Veterans Day 2026 is one Wednesday. The habits are what count: knowing who on your team served, posting your openings where veterans will see them, and giving a veteran-owned supplier a fair shot at the next quote.
Happy Veterans Day!
Thanks to WISX.com for sharing this blog so we could share it with you.
At WisX, Mark Mullarky and I spend our days helping Wisconsin owners run smarter companies — better IT, better security, better marketing, and increasingly, sensible use of AI (artificial intelligence). None of that works without the right people. This week, take an hour and make sure the ones who served know you noticed. Keith Klein is co-principal of WisX.com and founder of OnYourMark.com LLC in Menomonee Falls. Mark Mullarky is co-principal of WisX.com and founder of Great Lakes Tech Services in Waukesha. WisX is a collaboration between OnYourMark and Great Lakes Tech Services, serving Wisconsin businesses with plain-English guidance on technology, security, marketing, and growth.
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