Reframing the trades

By Jenny Yu.  

SkillsUSA empowers students to find pride and purpose in technical education while connecting them directly to industry opportunities. 

As SkillsUSA continues its mission to prepare students for technical and professional excellence, Chelle Travis, the organization’s national executive director, believes the key to solving America’s workforce challenges begins with awareness, pride and connection. 

In the first article of this series, we explored how SkillsUSA bridges education and industry to build career-ready leaders. But just as vital as technical skills, Travis said, is changing how students — and society — view skilled trades themselves. 

“I no longer want to be known as the best-kept secret,” Travis stated. “There is a visibility and awareness problem of the opportunities and a perception problem of skilled careers. These careers are not a fallback option. They shouldn’t be a second choice. They are careers of first choice that should be celebrated.” 

That message is spreading nationwide through SkillsUSA’s partnerships, competitions and digital outreach. The organization’s members learn not just technical skills, but also leadership, communication and professionalism — attributes employers say set them apart. “Education and industry don’t always speak the same language, and we sit in between,” Travis said. “We can bridge that gap so that our business partners know the students they’re getting, and our students have an opportunity at an early age to try on multiple careers to see what fits for them and gain that confidence.” 

The organization is also focused on celebrating students’ choices through events such as National Signing Day, which honors those committing to skilled careers, apprenticeships or technical education with the same enthusiasm as a college athletic signing. “We lift those stories up,” Travis noted. “We have major events across the country and bring in sports figures that have a connection to the skilled trades to help us elevate that voice and show that we, as a nation, take pride in the dignity of work.” 

Travis added that one of her favorite parts of the job is seeing that impact firsthand. “My favorite part is student impact,” she shared. “I get to see the change in their lives each and every day and how the work that we are doing not only impacts them, their families, their communities, their states, but our nation.” 

Learn more about how SkillsUSA is empowering tomorrow’s trade professionals to take pride in their skills and see their value in the workforce.