This information came from a session during the 2024 ELEVATE conference and expo. Don’t miss ELEVATE in Phoenix, Arizona, on Nov. 2-5, 2025.
Latinos make up more than 80% of the workforce in the landscape industry, but less than 10% of Hispanics are leaders in the industry.
“As leaders, we are not doing enough to truly empower our workforce,” says Pam Berrios, franchise business coach with Neighborly and their landscaping brand, The Grounds Guys.
Berrios says that landscape companies can’t talk about empowering their Spanish-speaking/Latino workforce without understanding first understanding their cultural differences, language and generational traumas.
“We need to meet them halfway,” Berrios says. “Make it a little easier for them. Provide training in their native language.”
Successfully Hosting Spanish-Language Training
When deciding to offer training in Spanish for your team, begin with the end in mind. Ask yourself, ‘What do I want them to get out of the training?’ and ‘What skills do I want them to gain through training?’
This could vary from specific landscape-related skills to communication or leadership skills. Berrios advises setting goals and expectations. You should not try to do too much all at once. Also, understand that many of your Latino team members are not used to classroom training.
Consider if you want to conduct the training in-house or outsource it. Also, think about the varying literacy levels and learning methods of your team to ensure efficacy. The training should be engaging, fun and memorable.
Berrios notes that understanding individuals’ backgrounds can also help explain certain behaviors. You need to recognize where people are coming from with empathy and care.
“There’s a huge difference between caring and your team’s perception of how you care,” Berrios says.
Berrios says many Latinos come from families who tell them to stay in their lane and not to strive for something greater. Sometimes, all it takes is planting a seed for them to feel comfortable pursuing the next level up.
As you create a Spanish-language training program, consider your ideal group size. If you have more employees who struggle with literacy, a smaller group (15-20 max) is better. This allows them to connect and create communities.
Also, think through when, where and how frequently these classes will be held. Berrios says hosting these sessions in a space outside of their normal environment can help them feel special and sets the bar high as it doesn’t feel like their normal day-to-day.
Your training program should have clear next steps and accountability. Your team members may be reluctant to ask for help but empower them so they know you are invested in their success. Developing your people fosters, loyalty, collaboration, engagement and support.
“Investing in your people is your only appreciating asset,” Berrios says.
Share Success Stories
After developing a successful Spanish-language training program, have those trailblazers share their personal story, so others can see they can follow in their footsteps.
For instance, Edgar Reyes, an irrigation technician with Ruppert Landscape, moved to the U.S. from Mexico in 2006 and at the time the only English he knew as ‘press start’ from video games. He had no growth at other landscape companies but after joining Ruppert, he was able to move up in the company.
Similarly, Hector Del-Cid, an area manager with Ruppert Landscape, says as he has progressed through the different training programs he has advanced in the business. He says many others can see themselves in him.
Empowering and advocating not only fosters loyalty but also creates a collaborative environment where everyone learns from one another. This support enhances engagement and alignment with the organization’s mission and goals. It’s a win-win for both employees and the organization.
For more content like this, register for next year’s ELEVATE in Phoenix, Arizona, on Nov. 2-5.
