Akili King served four years in the Army National Guard. Then he served as an Army Ranger and a military intelligence officer. When he left the military, the U.S. Army veteran found himself searching for a new purpose. He tried manufacturing. It paid the bills. But he knew his calling was somewhere else. Then he found coaching, as a sports coach who builds character. That's when he found what he'd been looking for: a way to pour his military leadership into work that mattered in civilian life.
Research published in Psychological Science suggests that people with a sense of purpose tend to live longer, healthier lives. Other studies show that a career without purpose or fulfillment can lead to low engagement. That's a common reason people leave a job in their first year. For veterans, the purpose problem isn't a lack of ability. It's turning a military mission into civilian meaning. That's exactly what coaching works on.
The Purpose Crisis Among Transitioning Veterans
One study, written as a doctoral thesis, talked with veterans who changed careers. It found four themes. Veterans felt torn about who they were. They had to find new purpose. They had to grasp and explain their military skills. And they had to fit into a new community. The research found that veterans have valuable skills and experience. But they usually need help turning those strengths into words that civilian employers understand.
Along the way, veterans may end up underemployed, unfulfilled in new careers, and unhappy at work. The civilian market is fast-moving and varied. The military is structured. That sharp contrast makes the transition harder. It isn't a personal failure. It's what you'd expect when moving between two very different kinds of workplaces.
Since 2001, more than 2.8 million veterans have moved back into civilian life. They've faced problems like unemployment, trouble getting benefits, and fitting military skills to the job market. Stand Beside Them is a national nonprofit that coaches post-9/11 veterans. It says many veterans feel lost and struggle to find their career direction after 20-30 years in the military.
What "Purpose" Actually Means in Career Context
Purpose isn't vague inspiration. It's a framework that links what you can do to results that matter. Research on veterans who find meaning in coaching says purpose often runs both ways. Helping others brings fulfillment, and being fulfilled leads to better results in life and work.
For you, purpose in a career after the military might look like this:
- Mission alignment - Your work ties to values and goals that matter to you
- Capability utilization - Your role actually uses the leadership skills you built in service
- Impact visibility - You can see how your work makes a difference
- Identity coherence - Your job feels like part of who you are, not separate from it
- Growth trajectory - You're growing toward something meaningful, not just collecting paychecks
When these pieces line up, work gives you purpose. When they're missing or out of line, even a career that pays well feels empty.
Why Coaching Uniquely Addresses the Purpose Gap
Research shows coaching helps veterans in the four areas above. This is how it helps with each part of the purpose crisis:
1. Identity Integration: From Military Leader to Civilian Leader
The dissertation research named identity conflict as a main theme. For many people, a career is a big part of who they are. Changing jobs or industries brings a sense of loss. You become unsure of who you are and where you fit.
Coaching helps you carry your military identity into your civilian work identity instead of throwing it away. You don't stop being a leader when you take off the uniform. You bring that leadership into new settings. A coach who knows military culture helps you see that the leader you were in service is the same person now. You're just working on different terrain.
One Stand Beside Them participant described it this way: "My coach helped me reframe challenges and increased my confidence and optimism about life after the military. The coaching helped me move forward with my education/career, and to see that I wasn't stuck in my life; the only way that was stuck was my way of thinking."
2. Skills Translation: Making Your Capabilities Visible
Research keeps finding that veterans struggle to put military skills into civilian words. You ran hard supply runs on tight deadlines, but your resume says "managed supply chain operations." You led teams through high-stress moments, but your LinkedIn profile says "supervised personnel." The words don't show the full picture.
Coaching gives you a clear process to find, explain, and show the skills that carry over. The Veterans' Coaching Program at Texas A&M says they "believe in the unique talents and experiences of our veterans and are committed to helping them translate these assets into meaningful careers that ignite their enthusiasm and fulfill their aspirations."
This isn't just resume writing. It's learning to see what you can do. Many veterans truly don't see that staying calm under pressure, running complex operations, or building strong teams is exactly what employers badly need. Coaching makes visible what you've been taking for granted.
3. Purpose Clarification: Connecting Capability to Meaning
Research from Soldiers to Sidelines shows a huge jump in veterans seeking coaching certifications since the COVID-19 pandemic. Before the pandemic, they had about 40 certified coaches. Today they have more than 500. The growing interest points to two needs. Young athletes are hungry for steady guidance and leadership. And veterans leaving the military in uncertain economic times are finding purpose in something familiar.
"We teach character-based coaching, where winning is only part of the game," said Akili King, now national ambassador program director for Soldiers to Sidelines. "Military veterans know better than anyone that mission-success is the result of training, developing skills, and learning from experiences."
Coaching helps you get clear on what really matters to you after service. Then it finds career paths that fit those values. It isn't about which job pays the most or which role sounds most impressive. It's about which work gives you the meaning you're looking for.
4. Network Development: Building Connections That Support Purpose
Research stresses that coaching builds a sense of community. Veterans can connect with others who've been through the same things, which creates a network of support and understanding. That connection gives the sense of belonging and camaraderie many miss after leaving the military.
Good coaching doesn't just work on you alone. It connects you to other veterans, industry professionals, and mentors who can speed up your transition and keep supporting you. Stand Beside Them has 200+ certified coaches in 30 states, including veterans who know the transition firsthand. That network becomes a resource that lasts beyond the coaching itself.
5. Strategic Career Planning: Building Purpose-Driven Trajectory
Research from Liberty University found that career coaching helps people adjust to new jobs and grow as leaders. Changing careers isn't just about landing a new job. It's about building a path that gives lasting meaning and growth.
Coaching gives you a way to plan your career well beyond the job search in front of you. Where do you want to be in 5 years? In 10 years? What experience and skills do you need to build? What roles will use your strengths while helping you grow? Planning like this turns a job search into building a career.
The Data on Coaching Effectiveness for Veterans
Research gives clear evidence that coaching works. The International Coaching Federation's 2023 study found that 86% of organizations saw a return on their coaching investment. For the people being coached, results include:
- 72% correlation between coaching and increased employee engagement
- Stronger leadership growth, tracked through better 360-degree feedback
- Higher retention (you stop job-hopping because you're finally in the right role)
- Better decision-making, measured through how often strategic projects succeed
Studies found that people who got career coaching were 70% more likely to move up within a year than those who didn't. And it wasn't just a link. Controlled research showed the coaching caused the gain.
For veterans, coaching helps with the four problems research found. The thesis study on veterans changing careers said its findings "emphasize the need for personalized career transition coaching that supports personal growth, professional development, and social adaptation."
Real Examples: Veterans Finding Purpose Through Coaching
The research isn't just numbers. It includes documented stories of change:
Anthony Goliver, Marine Corps veteran: After seven years in service, Goliver joined Soldiers to Sidelines and landed a coaching job with UCLA football. He's now working on a master's degree in coaching and leadership. He found that what he learned about leading in the military carries straight over: "Military leadership is a lot more human-focused than people tend to think. It's the dozens of discussions we have leading up to high-crisis moments that allow teams to execute and trust one another."
Brady Nix, Army veteran: Nix was named Soldier Coach of the Month for November 2024. He described his transition: "I had just relocated to Washington, DC and was searching for something that would provide structure and purpose to my life." After connecting with Soldiers to Sidelines, he found meaningful work in several roles. He became Head Strength and Conditioning Coordinator, Defensive Line Coach, Team Chaplain, and Character Development Program Coordinator. "Soldiers To Sidelines hasn't just changed my life—it's given me a new sense of purpose and direction."
Stand Beside Them participant (30-year military career): "Before meeting my coach I was struggling to determine if I was on the right path with my professional life. My coach worked with me, introducing techniques that allowed me to apply analytic methodologies to determine what my career goals and expectations were. She assisted me in defining core competencies, exploring professional interests and career paths, as well as discussing techniques to lead more fulfilling whole-life."
The Coaching Process: What Actually Happens
Research on coaching veterans into civilian life shows a clear, step-by-step approach:
Phase 1: Assessment and Goal Clarification (Weeks 1-4)
Your coach helps you look at where you are now. You name your values and priorities, put your transferable skills into words, and set clear career goals. This phase deals with identity conflict and starts clarifying your purpose.
Phase 2: Strategy Development (Weeks 5-8)
Together you build a plan. You put your skills into words for the jobs you want. You grow your network. You get ready for applications and interviews, and you plan how to ask for fair pay. This phase helps you explain your skills.
Phase 3: Implementation and Adjustment (Weeks 9-16)
You carry out the plan with ongoing coaching support. You work through obstacles, celebrate wins, and adjust based on results. This phase gives you accountability and a way to correct course.
Phase 4: Integration and Sustainability (Weeks 17-24)
As you land a new role or move up in your current one, coaching helps you settle in well. You use your strengths, keep growing as a leader, and build career habits that last. This phase sets you up for success long after the transition.
Why Veterans Make Excellent Coaches (And Why That Matters)
Lumia, a coach training school, finds that military service prepares veterans well to be coaches. The discipline, grit, and leadership built in the military carry right over. As one veteran coach puts it, coaching lets you use your gift to lift up and guide people. You help them see what they can do and break down what's in their way.
This matters because many effective coaches for veterans are veterans themselves. They know military culture, speak the language, see the transition challenges, and show what a successful adjustment looks like. When your coach is a veteran, you don't have to explain the military world. You're working with someone who already gets it.
People in the military pick up many skills that matter in civilian life. Coaching lets veterans use those skills in a new place while helping others. That two-way purpose lasts. You find your own joy in the work while you help someone else.
The ROI of Purpose: What Coaching Investment Returns
Research on the return on investment (ROI) of coaching gives clear data. A PricewaterhouseCoopers study found a 7x average return. A Manchester, Inc. study found a 5.7x return on executive coaching. MetrixGlobal Research calculated a 788% ROI through gains in productivity and retention.
But for veterans looking for purpose, the return goes beyond money:
- Reduced transition time - A clear approach speeds up finding a role that fits
- Better role alignment - A search driven by purpose leads to positions that truly fit
- Increased confidence - Seeing your skills and getting good results build self-assurance
- Sustained engagement - Work that fits your purpose keeps you motivated over time
- Life satisfaction - When your career gives you purpose, your overall well-being improves
One Stand Beside Them participant put it this way: "The value I received from coaching is life changing and boundless—both in what it does for the veteran psyche and morale, and for our society by successfully incorporating veteran into employment mainstream."
When to Seek Coaching: The Right Timing
Research points to several good times for veterans to start coaching:
Pre-separation (6-12 months before): Coaching before you leave helps you build a transition plan early. That shortens any gap without work and raises your odds of landing a first job that fits.
Early transition (0-6 months post-separation): Coaching gives structure and support during the most uncertain time. It speeds up settling into the civilian workplace.
Career pivot (any time): Maybe your job doesn't give you purpose or use your skills. Coaching helps you find a better fit and plan how to get there.
Advancement preparation: As leadership opportunities come into view, coaching builds your readiness and confidence to go after senior roles and succeed in them.
The Bottom Line: Purpose Through Professional Development
The research is clear. Veterans moving into civilian careers gain a lot from coaching. It helps them carry their identity forward, translate their skills, clarify their purpose, build a network, and plan their careers. The dissertation study concluded that coaching is a "valued approach to assist veterans in their transition."
You didn't serve just to collect a paycheck after you got out. You served with purpose and a mission. Your career after the military deserves the same clarity and meaning. Coaching gives you a clear process. It helps you see what purpose looks like for you now, turn your military skills into civilian impact, and build a career path that keeps fulfilling you.
The research shows it works. Veterans in many industries tell how they went from feeling lost to finding purpose. The question isn't whether coaching helps veterans lead with purpose after deployment. The question is: are you ready to invest in finding yours?
Ready to silence your inner critic? Book a free 30-min discovery call → Click here to schedule
Comments
Post a Comment