TikTok
Primary acquisition engine — short-form video, 18–40 demographic, massive organic reach
Strategy: TikTok rewards authenticity and transformation stories. Your angle: "Veteran founder who built the tool he needed." Post 3–4x/week. Link in bio goes to pathtowork-mobile.html.
💡 Golden Rule:
The hook (first 1–2 seconds) is everything on TikTok. If you don't stop the scroll immediately, no one sees the rest. Lead with a problem or a surprising stat — never with your logo.
Hook Script 1: The Stat Hook
HOOK SCRIPT · 45–60 SEC
"67 million Americans say they're in the wrong career. Most of them have no idea how to get out."
[Cut to you looking at camera]
"I'm Reider. I'm a 100% disabled Marine combat veteran, and after I got out I had zero idea what to do with my life.
I looked for tools to help me figure out my next career move. Everything was either $2,000 or buried in bureaucracy.
So I built Path To Work. Free. 5 minutes. You get a personalized roadmap, a list of free certifications, and a resume — built automatically.
Veterans, people coming home from prison, gig workers, new grads — it's for anyone who needs a real plan and can't afford to waste time.
Link in bio. Take the free assessment. Tell me what you think."
[Text overlay: "5-min assessment → personalized roadmap → free resume"]
[End card: pathtowork link]
Hook Script 2: The Transformation Hook
HOOK SCRIPT · 30–45 SEC
"I went from no job, no plan, and 100% disabled — to building a tech platform in one year."
[Show yourself / show the app on screen]
"And I built a free tool so nobody has to feel stuck like I did.
Path To Work takes 5 minutes. It asks you 10 questions, figures out your strengths, and gives you a 4-week plan with real tasks, free certs, and a resume.
No account. No credit card. No gatekeeping.
If you're stuck, lost, or just need direction — link is in my bio.
Drop a 🔥 in the comments if you took it."
Hook Script 3: The "For You" Direct Address
HOOK SCRIPT · 20–30 SEC
"If you've been waiting until you have it all figured out — you don't have to wait anymore."
[Look directly at camera]
"You don't need a résumé to start. You don't need experience. You don't need to know exactly what you want.
You just need a starting point. That's what Path To Work gives you.
5 questions. A career direction matched to your actual strengths. A plan you can start today — not when you have it together.
Free. No account. Link in bio."
Hook Script 4: Screen Recording Demo
HOOK SCRIPT · 45 SEC
"Watch me take this career assessment in 5 minutes — live."
[Screen record yourself taking the Path To Work assessment]
[Voiceover]: "This is Path To Work. I'm going to answer 10 questions right now and show you what it gives me."
[Show each question — answer honestly]
[Show the results screen with the animated score counter]
"Look at that — Technology is my top match. And it gives me a 4-week plan starting today."
[Show the roadmap, check a task, show confetti if you get them all]
"This is all free. Link in bio."
Hook Script 5: Comment Response / Stitch Hook
HOOK SCRIPT · 30–45 SEC
"Someone asked 'what do you do if you have a felony and no degree?' — let me show you."
[Respond to a real comment or a common question you've heard]
"Path To Work handles this. When you start the assessment, it asks what's your situation — including returning from incarceration.
The system adjusts. It routes you to paths with expungement-friendly employers. Real ones.
I built this because people keep falling through the cracks of every other tool.
Take the free assessment. Link in bio."
📌 TikTok Posting Tips:
Post between 6–9pm local time. Caption should be 1–2 lines max. Always end with a CTA ("link in bio"). Reply to every comment in the first hour — it signals to the algorithm that your video is engaging. Use trending sounds when possible but keep them subtle.
Instagram
Reels = TikTok cross-post / Stories = daily engagement / Link in bio = mobile landing page
Strategy: Cross-post all TikTok videos to Reels immediately (same file, no watermark — use CapCut to remove). Use Stories daily for polls, quick tips, and behind-the-scenes. Link in bio → pathtowork-mobile.html.
Instagram Captions (use with Reels)
Caption Template 1 — Direct & Specific
If you're between jobs and have no idea what to do next — this was built for that exact moment.
5 questions. A real direction. A 30-day plan you can start today. Free.
No résumé. No account. No fluff.
→ Link in bio.
#pathtowork #careerchange #veteransupport #freecareertool #jobsearch
Caption Template 2 — Founder Story
After 8 years in the Marine Corps, 100% disabled, I had no roadmap for civilian life.
Everything cost money I didn't have. Every tool assumed I already had a career figured out.
So I built Path To Work.
Free assessment. 30-day personalized roadmap. Resume that builds itself as you go.
If you're starting from scratch — that's exactly what this is for.
🔗 Link in bio.
#veteranowned #careeradvice #secondchance #reentry #pathtowork
Instagram Story Templates
Story Poll (run weekly)
Question card: "Biggest career obstacle right now?"
Options:
• "No clear direction"
• "Background/record"
• "No degree"
• "Need income NOW"
[Follow-up story showing Path To Work addresses all 4]
Story Tip (rotate daily)
Day 1: "Free certification of the week: Google Project Management on Coursera. 6 months. $45K+ jobs. Path To Work routes you here if business is your match."
Day 2: "Did you know? Veterans with IT certs can earn $55K–75K without a degree. Path To Work shows you exactly which ones."
Day 3: "The welding shortage is real. 400K jobs unfilled. Path To Work's Skilled Trades track gets you started in 60 days."
Facebook
Groups strategy + Page posts — older demographic, community builders, nonprofit networks
Strategy: Facebook Groups are your gold mine. Search and join groups for veterans, returning citizens, workforce development, and career changers. Post value first (tips, resources), mention Path To Work naturally. Create a Path To Work Facebook Page for your main presence.
Facebook Page Posts
Launch Announcement Post
⚡ Path To Work is live — and it's 100% free.
I built this after leaving the Marine Corps with no civilian roadmap. If you're a veteran, returning citizen, gig worker, or anyone who feels stuck — this is for you.
✅ 5-minute career assessment
✅ Personalized 4-week roadmap
✅ Auto-built resume (print-ready in minutes)
✅ Daily task tracker with streak counter
✅ English + Spanish
No account needed. No cost. Ever.
Take the assessment: [LINK]
Share this with someone who needs it. 👇
Weekly Value Post (Thursdays)
📋 Free Cert of the Week
If Path To Work routes you to the Healthcare track, here's where to start:
🏥 CNA (Certified Nursing Assistant)
→ Time: 4–12 weeks
→ Cost: Often covered by employer or state program
→ Starting salary: $35K–$42K
→ Job availability: HIGH everywhere
This is one of 6 career tracks in Path To Work — all free, all mapped out with tasks you can start today.
Take the 5-minute assessment: [LINK]
Facebook Groups — Engagement Templates
Veteran Groups Post
Hey everyone — fellow veteran here (USMC, 100% disabled). I spent 2 years after service figuring out my career path the hard way.
I built a free tool called Path To Work to make it easier for everyone who comes after me.
It's a 5-minute career assessment that gives you a personalized roadmap, free cert recommendations, and auto-builds your resume. Works specifically well for vets (military experience is weighted in the scoring).
No affiliate link. No cost. Just built it and sharing it here.
[LINK]
Happy to answer any questions about it.
Reentry / Second Chance Groups Post
Something I built for this community specifically:
Path To Work — free career assessment that accounts for your background. It knows some of you are coming home. It doesn't penalize you or ignore your situation.
It routes to careers with second-chance employers, shows free certs you can start from your phone, and builds your resume automatically.
5 minutes. No account. No judgment.
[LINK]
Share it if you think it could help someone.
LinkedIn
B2B acquisition — workforce orgs, veteran services, HR teams, corporate CSR buyers
Strategy: LinkedIn is for selling to organizations, not individuals. Connect with workforce development directors, HR executives, VSO leaders, and faith-based community org leaders. Post 2–3x/week. Lead with data and transformation stories, end with a pilot invitation.
Founder Story Post (pin to profile)
8 years in the Marine Corps. 100% disabled. Zero civilian career roadmap.
That experience taught me something: the people who most need career guidance are the least served by existing tools.
So I built Path To Work — a free guided career navigation system for veterans, returning citizens, gig workers, and new graduates.
In 5 minutes, users get:
→ A personalized career assessment across 6 tracks
→ A 4-week roadmap with daily actionable tasks
→ An auto-built, print-ready resume
→ Free certification recommendations
→ Full English/Spanish support
We're now launching pilot partnerships with:
• Veterans service organizations
• Workforce development boards
• Community colleges
• Faith-based organizations
• Corporate CSR programs
If you work with underserved populations and want to see what a 90-day pilot looks like — let's talk.
DM me or email pathtoworkadmin@gmail.com.
#VeteranEmployment #WorkforceDevelopment #CareerNavigation #Path To Work
B2B Value Post (data-driven)
The cost of a bad hire averages $17,000.
The cost of helping someone find the right career path from day one: $2,500 for a 90-day Path To Work pilot with a full cohort.
We're not a job board. We're not a resume template.
Path To Work is a guided life-to-work system that starts with a 5-minute assessment, builds a personalized 4-week roadmap, auto-generates a resume, and tracks daily progress.
Average cost of traditional outplacement services: $1,500–$15,000 per employee.
Path To Work pilot: $2,500 flat for 25–50 participants.
If you're a workforce development director, corporate HR leader, or community org serving job seekers — I'd love to run a free evaluation pilot with your team.
No obligation. 90 days. Real outcomes.
Comment "pilot" below or DM me directly.
#HRTech #WorkforceDevelopment #Veterans #Reentry
Twitter / X
Thread format for founder story + thought leadership. Secondary channel.
Thread — Founder Story (10 tweets)
1/ I was 100% disabled, fresh out of the Marine Corps, and completely lost.
I spent 2 years looking for a tool that could tell me "here's what you're good at, here's your next move, here's how to start TODAY."
It didn't exist. So I built it.
Thread on Path To Work 🧵
2/ The problem: Career tools are built for people who already have direction.
Assessments give you vague personality types. Resume builders assume you know what job you want. Job boards assume you have relevant experience to search.
For veterans and people re-entering society, none of that helps.
3/ So what actually helps?
A system that:
→ Starts with where you ARE (not where you should be)
→ Translates your real strengths into career options
→ Gives you tasks you can do TODAY, for free
→ Builds your resume as you go
→ Tracks your progress every day
4/ That's Path To Work.
5-minute assessment. 6 career tracks. 4-week roadmap. Auto-built resume. Daily task tracker. Streak counter. English + Spanish.
All free. No account required.
5/ The 6 career tracks:
💻 Technology
🔧 Skilled Trades
🩺 Healthcare
💼 Business & Sales
🎨 Creative & Digital Media
🚀 Entrepreneurship
Each one has free cert recommendations, income milestones, and a 4-week task plan specific to YOUR results.
6/ Built-in support for people others overlook:
🎖️ Veterans — military experience is weighted in scoring
🏛️ Returning Citizens — routes to second-chance employers
🚗 Gig Workers — transition to full-time or grow the gig
🎓 New Grads — debt-free certification paths
⬇️ Laid Off — fast-track to next income
7/ It's not a job board.
It's not a personality quiz.
It's not another SaaS subscription.
It's a guided system. Like a coach who never quits on you, runs 24/7, and is available in English and Spanish.
8/ The pilot program is live.
Organizations: 90 days, $2,500 for a full cohort (or free evaluation for 5–10 users).
VSOs, workforce boards, community colleges, faith orgs, corporate CSR teams — DM me.
9/ For individuals: it's free. Now. Forever (in current form).
Link: [URL]
10/ I'm a Marine. I don't build things halfway.
If Path To Work has helped you, reply to this thread. I read every response.
And if you're someone who works with the populations I described — let's talk.
pathtoworkadmin@gmail.com
#Veterans #CareerDevelopment #Path To Work
YouTube
Long-form tutorials + searchable evergreen content. Lower frequency, high impact.
Strategy: YouTube is search-based. Target high-intent keywords like "how to get a job after prison," "career change for veterans," "free career assessment." Post 1–2x per month. Quality beats quantity here.
Recommended Video Topics
Video 1 — Full Demo (10–15 min)
Title: "Free Career Assessment — I Take It Live (Path To Work Full Demo)"
Keywords: free career assessment, career test, career aptitude test free, veteran career change
Description: Full walkthrough of the Path To Work assessment, results, roadmap, and resume builder.
Thumbnail: Split-screen "STUCK" → "ROADMAP"
Video 2 — Veteran Specific (8–12 min)
Title: "Career Options for Veterans with Disabilities (No BS Guide)"
Keywords: veteran career, 100% disabled veteran, veteran employment, military to civilian career
Description: Real talk about post-service career paths + Path To Work demo for veterans.
Video 3 — Reentry Specific (8 min)
Title: "Getting a Job After Prison: What Actually Works in 2026"
Keywords: job after felony, second chance employment, reentry career help, employment after incarceration
Description: Honest, judgment-free guide to career navigation for returning citizens + Path To Work demo.
Reddit
Community value-first strategy — high-trust, high-skepticism audience. Must be authentic.
⚠️ Reddit Rule: Never post "here's my tool, use it." Reddit despises self-promotion. Instead, answer questions genuinely for 2–3 weeks in your target subreddits. Then, after you've built karma and reputation, you can occasionally mention Path To Work when it's directly relevant to someone's question.
Target Subreddits
| Subreddit | Audience | Approach |
|---|---|---|
| r/Veterans | Post-service, career confusion | Answer career questions genuinely. Share Path To Work when asked "what resources are out there?" |
| r/Exjustice (reentry) | Returning citizens | Very careful, compassionate tone. High value, zero salesmanship. |
| r/cscareerquestions | People entering tech | Answer questions, mention Path To Work's tech track when relevant |
| r/jobs | General job seekers | High volume, high opportunity. Answer "I'm lost, what do I do?" posts. |
| r/careerguidance | Career changers | Great fit. Answer openly, share Path To Work when it genuinely applies. |
| r/skilledtrades | Trade career seekers | Share Path To Work's trades track only when context is right |
| r/Entrepreneur | Business builders | Founder story angle. Share Path To Work's entrepreneurship track. |
Sample Authentic Reddit Response
Response to "I have no idea what career to go into — help?"
Hey, I was in the same spot after getting out of the military. A few things that actually helped:
1. Don't start with job titles — start with what you're actually good at and what conditions you work well in. Big difference.
2. Look at the Bureau of Labor Statistics Occupational Outlook Handbook for real salary and growth data. A lot of "hot career" lists are outdated.
3. If you want a structured starting point, I built a free tool called Path To Work (full disclosure: I'm the founder). It's a 5-minute assessment that maps your strengths to 6 career tracks and gives you a 4-week task plan. No account, no cost. It's at [link].
But honestly, the main thing is to just pick a direction and start moving. Paralysis is the enemy. You can always adjust. Good luck.
Discord
Community building + real-time engagement with your target users
Strategy: Create a Path To Work Discord server as your community hub. Also join relevant servers and participate authentically. Your Discord can become the place where Path To Work users support each other.
Path To Work Discord Server Structure
| Channel | Purpose |
|---|---|
| #welcome-start-here | Intro + link to Path To Work assessment |
| #share-your-results | Users share career path matches — drives engagement and social proof |
| #daily-wins | Task completions, streaks, progress. Builds accountability culture. |
| #tech-track | Track-specific discussion and support |
| #trades-track | Trades-specific resources and community |
| #veterans-room | Vet-specific support, benefits questions, transition talk |
| #reentry-support | Safe, judgment-free space for returning citizens |
| #job-wins | Where people announce employment — powerful social proof |
| #founder-updates | Your announcements, new features, pilot openings |
Servers to Join (not self-promote — participate)
Target Discord Servers
• Veteran gaming/community servers (organic fit)
• Tech learning servers (freeCodeCamp Discord, The Odin Project)
• Trades career servers
• General career/job search servers
• Entrepreneurship servers
Rule: Spend 80% helping others, 20% mentioning Path To Work only when directly relevant.
Substack Newsletter
Deep trust-building + SEO traffic + email list ownership
Strategy: A free weekly Substack newsletter positions you as a thought leader, drives organic search traffic, and builds an email list you own (unlike social platforms). 300–500 words per issue. Publish every Thursday.
Newsletter Name & Concept
Newsletter: "The Forge" — Weekly Career Moves for People Who Were Never Given a Map
Audience: Veterans, returning citizens, gig workers, career changers
Cadence: Every Thursday
Length: 300–500 words
Format: 1 insight + 1 resource + 1 task + Path To Work mention at bottom
Issue #1: "The One Thing That Keeps People Stuck (It's Not What You Think)"
Issue #2: "Which Free Certification Pays Off Fastest in 2026"
Issue #3: "The Hidden Job Market Veterans Almost Always Miss"
Issue #4: "How to Get a Job With a Record: The Honest Guide"
Issue #5: "Why Gig Workers Make Better Entrepreneurs Than Most MBAs"
Issue #6: "What the Trades Don't Tell You (And Why That's Actually Good News)"
30-Day Content Calendar
Your first month of social media content — planned and ready to execute. Adjust days as needed for your schedule.
1
TikTok + Reels
Launch video — Founder story hook
Script #1. This is your most important video.
2
LinkedIn
Founder story post (pin to profile)
The long-form B2B post. Tag workforce orgs.
3
Facebook
Page launch + veteran groups post
Post to 3–5 Facebook groups. Be authentic.
4
TikTok
Screen recording demo
Script #4. Show the app live. Most shareable.
5
Instagram Stories
Weekly poll — biggest career obstacle
Engage your existing followers first.
7
Twitter/X
Full founder thread (10 tweets)
Schedule for 8am. Pin to profile.
8
TikTok + Reels
Veteran-specific hook (#2)
Target #veterans, #militarylife hashtags.
10
LinkedIn
B2B data post — pilot ROI math
The outplacement cost comparison post.
11
Facebook Groups
Reentry community post
Be human. Zero sales language.
12
TikTok
The "For You" direct address (#3)
Short and punchy. 25 seconds max.
14
Substack
Launch "The Forge" newsletter issue #1
Free subscription. Share everywhere.
15
TikTok + Reels
"Gig worker to business owner" angle
Target #gigeconomy #uber #instacart
17
YouTube
Full Path To Work demo video (10–15 min)
Your highest-SEO content. Optimize title/tags.
19
TikTok
Comment response hook (#5)
Use a real question from your comments if possible.
21
Substack
Newsletter issue #2 — best free certifications
"The Forge" issue #2. Share on all platforms.
22
LinkedIn
Pilot program announcement post
Tag specific organizations you're pursuing.
24
TikTok + Reels
Transformation video — what Path To Work does in 60 sec
Show the results screen. Pure product demo.
26
Reddit
Start participating in r/Veterans, r/careerguidance
Answer 3 questions per day. No self-promo yet.
28
Substack
Newsletter issue #3 — hidden veteran job market
Include 2–3 specific employer names for credibility.
30
All Platforms
Month 1 wrap-up — share the impact counter milestone
Post the live counter number. Celebrate any real users.
Other High-Value Venues
| Venue | Why It Works | How to Use |
|---|---|---|
| Nextdoor | Hyperlocal — Sacramento + Elk Grove neighbors will try it just because you're local | Post as a neighbor sharing a free resource. "I'm a local vet who built this tool." |
| Podcast Pitching | Veteran, reentry, and career podcasts have highly targeted audiences who trust the host | Pitch yourself as a guest. Angle: "Disabled veteran builds free career tool for the overlooked." Start with smaller shows (1K–10K downloads). |
| Google Business Profile | Free, helps local and national SEO | Create a profile for Path To Work. Add photos, description, and your website link. |
| American Legion / VFW Posts | Direct access to veterans in-person | Ask to present Path To Work at a local post meeting. Bring printed QR codes linking to the mobile page. |
| Workforce Development Conferences | Room full of your exact B2B buyers | Attend NAWDP, NASWA, or state-level workforce conferences. Have your pitch deck and pilot agreement ready. |
| Church Bulletins / E-Newsletters | Faith communities read what their pastor recommends | Ask church administrators for a 50-word blurb in the bulletin or weekly email. Free placement for a good-cause tool. |
| Product Hunt | Tech-savvy audience, potential press coverage | Launch Path To Work on Product Hunt. Get supporters to upvote on launch day. Can drive 1K+ signups in 24 hours. |
| Hacker News (Show HN) | Builders and investors notice | Post "Show HN: I built a free guided career navigation tool for underserved populations." Technical crowd respects the founder story. |