More than a commitment: Steve Lees on the benefits of engaging with Armed Forces

For Steve Lees, Armed Forces Engagement Lead at Jaguar Land Rover, supporting the Armed Forces isn’t just a commitment — it’s a decade-long mission embedded in the business.

Through his role, Steve plays a pivotal role in strengthening ties between defence and industry across the region.

In this interview, he reflects on the importance of the Armed Forces Covenant, tackles common misconceptions about hiring veterans and reservists, and shares how employers can benefit from tapping into the skills, resilience, and leadership the Armed Forces community offers.

Can you tell us about your role and how you're involved in Armed Forces engagement across the West Midlands?

I am the Armed Forces engagement lead for Jaguar Land Rover which sits within our Global DE&I team in the People Chapter. 

I have been in this role since July 2018 and JLR have had a dedicated Armed Forces Engagement Lead since late 2014. 

JLR have been actively involved in Armed Forces engagement both nationally and across the West Midlands for well over a decade. 

We signed the Corporate Covenant in 2014 and re-signed the Armed Forces Covenant in 2021 and have held the Gold Award on the Defence Employer Recognition Scheme since 2015. 

I have been the Chair of West Midlands Gold Award Association since March 2019 and a sitting member of the Regional Employer Engagement Group (REEG) since 2018.

As Gold Award holders, JLR have actively promoted and advocated for Armed Forces engagement, supporting many organisations

In your view, what are the biggest misconceptions businesses have about hiring or supporting service personnel?

One main misconception is the employment beyond service - that veterans need favouritism in terms of support and there's still some misconceptions of the "mad, bad and sad" image, often portrayed by TV dramas and films. 

Veterans and service leavers are very credible candidates with excellent transferable skills and experience. 

Helping both veterans/service leavers and hiring managers understand this to create equitable opportunities is what is required.

Another is about supporting Reserve Forces, where people think that as soon as you have a supportive Reserve Forces policy all your reservists are going to be called up to deploy overnight. 

It's a two-way relationship with employers to support both the reservist and the employer.

The commitment to the Armed Forces Covenant (AFC) is also a misconstrued topic - that by signing the AFC you will be legally bound by commitments you may not be able to meet at a later date should business circumstances change (as they frequently do). 

The AFC is a pledge to ensure nobody will be disadvantaged as a consequence of military service. 

Pledges should always be generic and not quantified (eg "we will have supportive recruitment processes to ensure equal opportunities..." rather than "we will hire 100 veterans by...")

Are there particular industries or types of businesses in the West Midlands that are leading the way in this space?

JLR are the most recognised exemplar in the Midlands, having been ERS Gold Award holders since 2015 with a large, thriving Armed Forces employee network.

There are also some fantastic SMEs not only doing great things in this space themselves but actively encouraging others. These include NMiTE, Black Country Chambers of Commerce, Shropshire CC, Telent, Warwickshire Police etc, along with many veteran-owned businesses (particularly in Herefordshire).

Can you share an example of a business that has successfully engaged with the Armed Forces — and what others can learn from them?

JLR have recruited over 1600 veterans into sustainable employment since 2014 and over 90 reservists with at least one employee being supported for mobilisation every year for the last decade.

JLR also have an active employee-led Armed Forces Community Network, made up of veterans, reservists, military spouses/partners, former military dependants, military parents and allies with no previous military connections.

What does the Armed Forces Covenant offer employers, and why should more SMEs sign up?

The Armed Forces Covenant is a pledge that nobody will be disadvantaged as a consequence of military service.

The Defence Employer Recognition Scheme (ERS) however, provides a great handrail to provide mutual benefit. 

In very simple terms, the Bronze Award level is that a company/organisation has made the pledge to support, Silver is that they are actively meeting those pledges and Gold is that they are encouraging and supporting others to do it.

The Armed Forces Covenant also;

Attracts and retains good talent - it resonates across all employees and veterans/reservists add value within an organisation as leaders, mentors, coaches, mental health champions etc.

Resonates with customers who see a brand as a force for good when seeing what they do for the AF community.

Provides plenty of networking opportunities - I have regularly connected people and functions within JLR to other companies and organisations on matters outside of Armed Forces engagement through the veteran/AF network. 

Looking ahead, what are the biggest opportunities or priorities for building better links between defence and business?

The latest Defence Review acknowledges the need for a whole nation approach. 

If the UK is to adequately prepare to defend itself against emerging threats to the security and economy of this nation, this will have to be done in concert with industry and communities with shared experience, understanding, knowledge and capabilities.

What would you like people — especially business leaders — to reflect on during Armed Forces Week?

Opportunity - everyone, regardless of how big or small the organisation, can add value and gain in return.

With Birmingham set to host the Invictus Games in 2027, what do you think the impact of the event could be — for the city, for veterans, and for the wider business community?

The Invictus Games would be a great spotlight on a community of businesses, organisations, charities and services already doing brilliant things to support a strong Armed Forces community in the Midlands, on a global stage.