A former British Army Captain and Sandhurst graduate, Hugh Andrée has become a trusted recruitment strategist and advisor to government, business, and the military community. Through his company weServed, a platform providing lifestyle services, mentoring and tailored recruitment pathways, he’s helping veterans transition into meaningful civilian careers.
Recent government figures suggest that around two‑thirds of UK employers express interest in recruiting ex‑service personnel, reflecting a growing recognition of the value they add to civilian workplaces. Hiring veterans means bringing in people who already possess training, qualifications and practical experience gained during their military careers: 92% of working age veterans have qualifications. “The majority of veterans do not need charity, they need the opportunity to demonstrate the leadership and resilience they already possess,” says Andrée.
From Army Officer to Veteran Advocate
After a decade in the British Army, he entered the corporate world and soon recognised a critical gap. Veterans were leaving service with skills that could transform industries, yet many employers overlooked them. In 2009, he launched ForceSelect, the UK’s first recruitment consultancy dedicated to veterans. With the backing of senior figures such as General Sir Mike Jackson and author Andy McNab, the business placed thousands of ex-service personnel into roles across logistics, engineering, and defence.
“Veterans are assets, not victims,” says Andrée, a phrase that has guided his work with policymakers, businesses, and the wider public to shift perceptions of what it means to be a veteran.
Meaningful Partnerships
The role of partnerships in amplifying messages that matter cannot be overstated. This means collaborating not only with senior figures and influencers but also with veterans themselves, aligning on shared goals and strengthening community voices in a way that feels authentic and purposeful.
“Military leaders and influencers alike have one thing in common. They value integrity. If you’re trying to reach veterans or their families, don’t just slap a poppy on your campaign. Invest in real conversations and relationships.”
Andrée stresses that authenticity underpins the most effective partnerships. He has seen campaigns thrive when organisations approach the veteran community with genuine curiosity and respect. “Influencers want alignment. Military leaders want purpose. Don’t pitch a transaction, invite them into a mission.”
Trust is the cornerstone of veteran engagement, and meaningful, mission‑driven work resonates far more strongly with this community than superficial or short‑term campaigns. When military leaders endorse an initiative, it carries weight because it has been earned. “Honor that trust with substance, not just style,” Andrée says.
This resonates far beyond the veteran sector. An Edelman Trust Barometer survey found that nearly 70% of people say trust is a deciding factor in their brand choices, and audiences respond best to authentic stories rather than polished campaigns.
In an age where brand messages compete for attention, the ability to create partnerships rooted in integrity and purpose offers lessons for any organisation. The key is alignment: ensuring that all parties share a common goal and are committed to outcomes that benefit the wider community.
Advocacy at The Highest Levels of Power
Since their establishment, ForceSelect and weServed have helped to spark national conversations around how Britain values its veterans and, in doing so, how employers, the media, and government think about the veteran community.
Andrée’s advocacy efforts have reached the highest levels of government, including the Prime Minister and Veterans Minister Johnny Mercer. His call for cross-party responsibility reflects a belief that support for veterans should remain above political divides, and consistently reminds policymakers that most service leavers do not need handouts, but opportunities to apply their skills in the civilian economy.
Leading with Purpose
Authentic partnerships change lives. For Andrée, these relationships are about ensuring that veterans and their families are fully recognised for their contribution to society. His own career demonstrates that aligning with trusted voices, from decorated military leaders to respected influencers, can multiply impact and deliver long-term value.
“If you’re building something that really matters, especially in the veteran space, bring in voices that already command respect. Partner wisely, lead with purpose, and watch the impact multiply.”
For more on Hugh Andrée’s work, connect with him on LinkedIn or visit his website.
