Amazon CEO Jeff Bezos says the company plans to hire 25,000 veterans and military spouses, furthering the tech giant’s steps into the civic spotlight. Amazon also plans to train 10,000 vets and military spouses in cloud computing.

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Amazon CEO Jeff Bezos vowed to hire 25,000 veterans and spouses of active-duty military personnel over the next five years, joining a 5-year-old White House program to support military families and furthering the tech giant’s steps into the civic spotlight.

Veterans returning from America’s recent military forays have been made a cause célèbre by other corporate leaders, including Starbucks CEO Howard Schultz, who co-wrote a book about them with former Washington Post editor Rajiv Chandrasekaran.

Amazon has also made an effort at hiring veterans in the past — about 10,000 since 2011.

But Bezos’ very public announcement, made at the White House on Thursday, seems to indicate a changing step for a company that’s been criticized in the past for standoffishness when it comes to public involvement.

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It underscores how, as Amazon’s business soars, its public profile rises as well — as does the standard it’s held to.

“We believe this is the right thing to do for our veterans and military spouses, for Amazon, and for our hundreds of millions of customers — and we’re excited to keep hiring and training these incredible leaders,” Bezos said in a speech at an event with first lady Michelle Obama and Jill Biden, wife of Vice President Joe Biden.

Beyond hiring the 25,000, the company also committed to training 10,000 additional veterans and military spouses in the booming business of cloud computing.

Amazon, which has significantly increased its lobbying spending in recent years, has also made a greater case for its economic impact, showcasing on its website how its platforms help create millions of jobs. It has also stepped up its participation in local civic affairs, allowing one of its buildings to become a temporary homeless shelter for families run by Mary’s Place. This week Bezos matched $1 million in donations for the nonprofit, which focuses on homeless women.