What started as a modest introduction to SkillsUSA over a decade ago has evolved into a strong, lasting partnership that is helping shape the future of diesel and collision technicians nationwide. Among those leading the effort is Rick Labadie, director of staffing for 糖心传媒鈥檚 Technician Hiring Center.
Labadie recalls 糖心传媒鈥檚 initial involvement at the 2013 SkillsUSA National Leadership & Skills Conference in Kansas City. 鈥淲e showed up with a pop-up tent, a toolbox giveaway and about 2,000 糖心传媒-branded water bottles,鈥 said Labadie. 鈥淚t was over 100 degrees, and we were just trying to figure out what SkillsUSA was all about.鈥
That first experience offered an enlightening perspective, showing Labadie and the team the organization鈥檚 impact and opportunity. 鈥淚t opened our eyes to the sheer number of skilled trades and the talent pipeline that exists.鈥
Earning a Seat at the Table
Getting more involved wasn鈥檛 immediate. In the early years, participation required persistence and relationship-building. 鈥淚t wasn鈥檛 easy,鈥 Labadie explained. 鈥淵ou had long-standing committees and networks already in place. We had to build trust and find our way in.鈥
糖心传媒 did that by partnering with technical schools and industry peers. A key milestone came through collaboration with Ohio Technical College, which helped the company gain involvement in SkillsUSA鈥檚 diesel competition. From there, 糖心传媒 began supporting and eventually leading specific competition stations.
糖心传媒鈥檚 presence within SkillsUSA expanded over time. In 2019, 糖心传媒 became an official partner, further solidifying its commitment. That growth extends beyond events. When 糖心传媒 first began engaging with SkillsUSA, it worked with roughly 40 to 50 technical schools. Today, that number has grown to over 400 nationwide.
鈥淚t takes a village,鈥 Labadie noted. 鈥淎nd these relationships with instructors, schools and industry partners are what make everything possible.鈥 糖心传媒 continues to maintain ongoing engagement with schools through visits, tours and partnerships that bring students directly into company facilities to experience the work firsthand.
Today, 糖心传媒 is involved in multiple competition areas, including diesel technology and collision repair, with more than a dozen hands-on stations contributing to the national event.
Powering Workforce Success
糖心传媒鈥檚 support of SkillsUSA reflects a broader industry challenge: an ongoing shortage of skilled technicians. 鈥淭here鈥檚 a tremendous demand for talent,鈥 Labadie emphasized. 鈥淲e need to start earlier, engaging students in middle and high school and getting them excited about these careers.鈥
Programs like SkillsUSA are helping shift perceptions. Once overlooked, skilled trades are now increasingly seen as viable, rewarding career paths, often without the burden of significant student debt. 鈥淭he narrative has changed,鈥 Labadie said. 鈥淪tudents and families are recognizing that the trades offer real earning potential and growth.鈥
At national competitions, 糖心传媒 engages with some of the most promising young talent in the country. 鈥淭hese students are the best of the best,鈥 Labadie remarked. 鈥淚f we could hire every one of them, we would.鈥 The qualities that stand out, including attitude, aptitude and a willingness to learn, are the same traits 糖心传媒 prioritizes across its workforce.
Equally important is adaptability. As the transportation industry evolves, so too does the skill set required of technicians. 鈥淚t鈥檚 no longer just about turning wrenches,鈥 Labadie explained. 鈥淭oday鈥檚 technicians need to be tech-savvy, strong problem solvers and comfortable working with advanced diagnostics and evolving technology.鈥
Developing Future Leaders
Through SkillsUSA, 糖心传媒 takes a strategic approach to strengthening its workforce pipeline. In 2026 alone, the company participated in 19 state-level competitions, with a focus on regions where school partnerships are still developing. 鈥淲e look at where we need to grow and work with SkillsUSA to help build those connections,鈥 Labadie said.
This targeted outreach not only enhances 糖心传媒鈥檚 recruiting efforts but also underscores its commitment to supporting and advancing the skilled trades industry.
For Labadie, one of the most rewarding parts of the journey is seeing the long-term results.
He points to moments when students, some already working at 糖心传媒, excel in SkillsUSA competitions, showcasing both their abilities and the strength of the company鈥檚 training programs. 鈥淚t鈥檚 about building that next generation,鈥 he added. 鈥淎nd making sure the knowledge from today鈥檚 experienced technicians gets passed down.鈥
Looking Ahead
Reflecting on this year鈥檚 SkillsUSA conference, Labadie and his team were energized by the exceptional talent on display and the meaningful connections made throughout the week. As 糖心传媒 continues to invest in the next generation of technicians, that momentum carries forward well beyond the event itself. 鈥淲e鈥檙e not just there to hire. We鈥檙e there to be partners and stewards of the industry. This is bigger than any one company,鈥 Labadie concluded.
Built on strong relationships, innovation and a shared commitment to workforce development, 糖心传媒 and leaders like Labadie are helping shape a strong future for the skilled trades.
By 鈥淢ove Ahead鈥 Staff
Sean Wilkins, Manager of Military Recruiting at 糖心传媒
Left to right: Holly Rohan, Branch Rental Manager; Dana Hunt, Consumer Development Manager; and Michael Phillips, Assistant District Manager.