Build the Bridge: How VEO Turns Training into Retention and Growth

The first ISSA VEO conference in Chicago wasn't just a new event on the calendar; it felt like a redirect for the industry.

For Efrain Ramirez, a leader with BradyPLUS and a founding supporter of VEO, the value of being in the room was unmistakable: This gathering makes the workforce-the industry's greatest asset-the center of the conversation. In his words, VEO is about more than recognition. It is about elevating the people who keep buildings open and healthy, and developing them so they can grow into supervisors, general managers, business owners, and even CEOs.

Ramirez has watched the industry talk about tools and training for years, and he acknowledges that ISSA has long supported frontline professionals. What feels new is the clarity and focus VEO brings. The message is simple and strong: Invest in the people first. Teach, mentor, and map the career ladders so the day-to-day skill of keeping spaces clean becomes a springboard to leadership. That is the distinction he sees with VEO, and it is why he believes being here matters.

Watch the Spanish version of this interview here.

Why VEO matters

If you ask Ramirez what makes VEO different, the answer starts with intent. VEO is not just a showcase of products or a series of lectures. It is a forum built to create paths and build bridges. Sessions and side conversations concentrate on how companies can nurture talent, how supervisors can coach, and how individuals can move from the frontline to decision-making roles. Ramirez sees VEO as a catalyst that ties everything together: training that leads to confidence, confidence that leads to opportunity, and opportunity that leads to ownership, of your work and, for some, of your business.

He is quick to urge other owners to come see it firsthand. If you missed Chicago, he said, put next year on your calendar. If you have questions, reach out to those who attended. Ask them what VEO looks like and what it feels like to sit beside peers who have climbed the same ladders you are building. Ramirez's advice is practical. Talk with organizers and participants. Learn how they are aligning workforce development with business goals. Then bring a colleague next time and expand the circle.

From humble beginnings to clear pathways

Ramirez's own story underscores his conviction that careers in this industry are built step by step. He came to the United States from Colombia in the 1990s with little money and big uncertainty. His first snow was in Boston in February, a shock that captures how far from familiar home can feel. What bridged that gap were opportunity and work. He took the jobs in front of him, learned quickly, and kept moving. Decades later, he stands as proof that the cleaning industry is rich with chances to grow if someone shows you where the rungs are.

That is why VEO resonates. It turns individual stories like his into a shared framework. Ramirez sees VEO as making the path visible. You can start on the ground floor-literally-and move up. You can become a lead, then a manager, then a general manager. With the right mentorship and a plan, you can start a company. He emphasizes that the point is not to promise an easy road; it is to clarify the road and surround people with the support to take it.

A founder's mindset and a standing invitation

Ramirez talks about VEO with the urgency of an entrepreneur because he views workforce investment as a growth strategy, not a box to check. Companies that treat training as a budget line and coaching as a habit see the benefits cascade: fewer vacancies, stronger culture, better service, and customers who notice and stay. For owners and executives, he frames attendance as a chance to widen their vantage point. Listen to what frontline staff are saying about schedules, equipment, and recognition. Swap notes with peers who have tested new ladders and learned what sticks. Bring those insights home and build them into your next-year plan.

He is equally direct with individuals at the beginning of their careers. You do not need a perfect résumé to belong in these conversations. You need curiosity, effort, and the willingness to raise your hand for training. VEO exists to meet you there. Come to learn. Come to find a mentor. Come to see yourself in someone who started the way you are starting now. "The opportunity is there," Ramirez said. "The path is there." VEO is making that path clearer.

What happens next

The simplest measure of VEO's success will be what attendees do when they get home. Ramirez points to actions you can take immediately. Schedule your next crew training and give a promising technician a stretch assignment. Outline three rungs on your internal ladder and post them where everyone can see them. Pair a new hire with a mentor and set a 30-60-90-day plan. If you own a business, meet with your managers and ask, "What would it take to promote from within more often?" Then commit the budget and time to make it real.

There is also a broader invitation in his message. If you are part of ISSA but have not explored VEO, reach out. Ask questions. Volunteer to help. If you are not yet connected to ISSA, consider how joining could plug you into a network that is aligning training, career growth, and leadership across the industry. Ramirez believes the momentum is real, and he wants more people to feel it.

VEO's first year proved there is an appetite for a workforce-first movement. The conversations in Chicago were energetic because the stakes are practical: Better jobs, stronger teams, and healthier businesses. Ramirez frames it with a builder's clarity. Find the people. Teach the skills. Draw the map. Then take the first step together. The path is there. VEO is shining a light on it. And for owners, managers, and frontline pros, that light is an invitation: Build the bridge, then walk it.

Interested in shaping the future of VEO? Consider joining our ISSA VEO Committee to help guide programming and initiatives throughout the year. Click here for more information.