As I was going through my story idea notebook on what to write for this week’s column, I saw a LinkedIn notification on a posting from Jon Hirsch.
I started following Jon’s work as Director of Business Development for Auer Steel & Heating Supply Company (HVACR distributor with locations in Wisconsin, Minnesota, Michigan and North Dakota) about a year ago.
What jumped out and appealed to me about Auer Steel’s efforts is they have structured programs for their customers which include business training programs, product training centers, and future employee recruiting.
Many leading HVACR distributors have a foundation of in-depth training backed with well-equipped training centers like Auer Steel that add value to the channel and their dealer partners. Auer Steel’s commitment to recruiting and evangelizing to find the next generation of HVACR professionals for their end customer channel partners (contractors) is a program that not as many distributors and manufacturers in the channel use.
Auer Steel – Recruiting Outreach-
Auer Steel Programs recruiting outreach photos – courtesy of Jon Hirsch
Jon leads direct outreach programs including Auer Steel’s one day HVAC workshops at local high schools and technical colleges. The Auer Steel approach is more than just showing up at a career fair with a banner and talking about the industry. Their recruiting approach is part of hands-on workshop approach that I think is effective.
Jon was kind enough to share some quotes and context for this article –
Jon stated “I had the privilege of attending the second day of the Racine County Build My Future event, where 1,000 high school students from area schools explored exciting career opportunities in construction and manufacturing. It was great to reconnect with Travis Wetzel from Union Grove High School, Julie Beth Farvour from Burlington High School, and Darrell Perry from Racine Horlick—all dedicated educators guiding their students toward promising career paths. A special shoutout to Emily Easter and Adam Powell, the 5th generation owners of Wisconsin Fuel, for rolling up their sleeves and teaching students how to cut, flare, and solder copper while discussing the many opportunities in the HVAC profession.”
Wisconsin Fuel Heating and Cooling is HVAC contractor and supported Jon with his hands on workshop. Auer Steel takes a two-pronged approach to add value for their partners.
- Auer Steel participates in organized events (like the Racine County Build My Future Event)
- They work with local high schools and tech schools using a one-day workshop approach bringing students into their training facilities.
Jon shared some details on one of his recent One-Day Workshops “At our recent one-day high school HVAC workshop at the AUER STEEL Woolworth training facility in Milwaukee! We hosted students from Saint Francis High School, Rufus King High School, and Greenfield High School.
During our 6.5-hour training, we gave an overview of the HVAC industry followed by a hands-on experience with electrical trainers where we taught the students to use a digital multimeter and explained the sequence of operation of a furnace. Then we moved into the lab where we showed them the sequence using a real furnace. Then the students were grouped into teams where together, they disassembled and rebuilt three furnaces. The best part of this activity was hooking the furnaces up to gas, attaching an electrical pigtail and jumping R to W and firing the furnaces up to demonstrate that they actually worked. We wrapped up the day teaching them how to build a closed-loop copper assembly.” It has taken off as Jon shared that “We’re excited to announce that we have three more HIGH SCHOOL WORKSHOPS scheduled on October 31, November 8, and December 5.”
The benefits of this organized and consistent recruitment and outreach program in my opinion are as follows.
- Trying to help your end customers recruit prospective employees (which is difficult for our channel) is top level relationship building. Auer Steel can point to these programs with their customers as proof they are trying to help their end customer “partners” find potential employees. This is more than just talking about helping your end customer partners find great people. It is actually putting in that extra effort and showing that you are a true partner.
- The students who attend these hands-on programs even if they do not decide to become HVAC professionals are all current and potential HVAC customers. I believe if you were 17 and went through a hands-on workshop with great people and had fun doing it, you would remember that. If the furnace goes out at home, I think they might call that contractor who taught them how to cut, flare and solder copper at the workshop.
- Great personal experiences and “word of mouth” is like gold. The teachers that Jon works with to deliver great workshops own homes and know many people. Do you think they might call the contractor who did such a great job with their students and be an advocate for Auer Steel’s partners with others? Five-star ratings online are good, but personal experiences and recommendations have the ultimate value.
- Some of the recruiting for the end customers to join the trades will likely surface some candidates who like what they saw and learned but may prefer working for a distributor like Auer Steel.
- If you are a manufacturer partner of Auer Steel, does it appear to you that they are actively trying to grow your business and help you potentially partner with key end customers? Yes, it certainly should.
I understand that this effort it may be unclear what the precise return on investment is for this program. The long-term benefits are almost as great as the short term, and it is very difficult to measure precisely the benefits. I think the relationship benefits of similar programs for you as a distributor and manufacturer in the HVACR channel do have great value.
As always, I appreciate your feedback and questions, please feel free to reach out to me at john.gunderson1217@gmail.com or share a comment below.
