Tackling misconceptions: Zoe Bennett on building bridges between defence and business

Zoe Bennett, a multi award-winning inspirational speaker and member of the Armed Forces Regional Employer Engagement Group, is passionate about breaking down barriers between the military and the business world.

In this interview, she shares her perspective on the importance of creating stronger links between defence and enterprise — and why addressing lingering misconceptions around hiring reservists is key to unlocking untapped potential in the workforce.

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

As a member of the Armed Forces Regional Employer Engagement Group and a premier member of the Greater Birmingham Chamber of Commerce, I help build bridges between the defence community and the business world.

My work involves encouraging greater understanding and engagement, ensuring that service leavers, reservists, and their families are valued within the workplace.

I champion events and discussions that help employers realise the unique strengths veterans bring to the table.

What is the Forces Engagement Board and why is it important for our region?

The Forces Engagement Board brings together key stakeholders to ensure that Armed Forces communities across the West Midlands are supported effectively.

It serves as a vital platform to share best practice, align efforts and promote opportunities for collaboration.

Its role is key in ensuring no one is left behind and that businesses understand the benefit of tapping into such a skilled and dedicated talent pool.

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

One common misconception is that service leavers might struggle to adapt to civilian life or business environments.

In truth, they are among the most adaptable individuals.

Their leadership skills, work ethic and ability to work under pressure are second to none.

Some businesses also assume that employing reservists means frequent absence when in fact their presence brings discipline, teamwork and a sense of duty.

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

Yes, we are seeing real progress in sectors such as manufacturing, logistics and engineering.

These industries often align well with military skill sets.

Many of these companies not only employ service leavers but also support them with career development and structured mentoring which helps them thrive.

The health and education sectors are also beginning to embrace this approach more widely.

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

One great example is a regional manufacturing  firm that signed the Armed Forces Covenant and made a commitment to employ veterans and reservists.

They created a tailored training and onboarding programme to support smooth transitions.

As a result, they have seen greater team cohesion and improved staff retention.

Other businesses can learn that it is not just the right thing to do, it is good for performance and culture.

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

The Covenant is a public pledge to treat those who serve or have served with fairness and respect.

For SMEs, it opens the door to recruitment channels rich in potential.

It also demonstrates commitment to social responsibility which is increasingly valued by customers and clients.

Signing the Covenant helps create inclusive workplaces and builds stronger connections within the community.

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

Stronger links can be built through improved awareness and more frequent interaction.

Encouraging more employers to attend Armed Forces events, meet veterans and hear first hand stories can shift perspectives.

There is also room to create tailored business programmes that help translate military experience into industry specific roles, ensuring smooth transitions for service leavers.

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

I would like them to reflect on the real value of service not just to the nation, but to our economy and communities.

Armed Forces Week is a moment to pause and recognise the talent and dedication that veterans, reservists and service families bring.

Business leaders should consider how their organisations can become more open and inclusive towards this unique group.

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 will be a powerful showcase of resilience, strength and hope.

For Birmingham, it offers a chance to lead on inclusion, healing and honouring those who have served.

It will shine a global spotlight on the city’s commitment to the Armed Forces and provide businesses with a chance to engage with veterans in meaningful ways.

The long term impact will be stronger communities and greater respect for the ongoing contribution of our service personnel.