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If your friend paid a competitive wage with the other company using the same equipment, while also providing an equal or better working environment, he would be able to retain the employees, and find an equilibrium for those moving to and from his competitor.
The only reason he would need a contractual limitation is if he was offering worse wages or a worse working environment.
Counter point, the other company pays better because they save on training costs.
3000 isn't much when it comes to onboarding costs, so I don't think that's why, but imagine if it cost 10k,20k, etc.
For clarity, I'm very much in favor of this ruling. But I also sympathize with the above reply.
You have options like offering a guaranteed raise or bonus
An employer could offer an immediate $15,000 signing bonus to anyone who already has the certification, effectively outsourcing their training costs while pocketing the extra 5k of the 20k true cost