A new initiative in Virginia is taking a different approach to reducing veteran unemployment.

Instead of focusing on helping veterans with job searches, Virginia Values Veterans will help employers that want to hire, train and retain them.

The Department of Veterans Services announced V3 this week during a conference attended by more than 40 employers.

Companies participating in V3 will go through a certification process that includes developing a pipeline to recruit veterans, completing a pilot program, and setting goals for hiring and retaining veterans.

The certification process will be developed by TMG Inc. and the state agency.

TMG president Joe Barto says veterans already have a strong work ethic, team orientation and other basic skills and characteristics that companies seek.