We started following the Auer Steel and Heating Supply Company in 2024. It was interesting to see on social media a distributor who was committing resources to HVACR advocacy and outreach. The team was going to local high schools, tech colleges and hosting events every month to get the next generation inspired to join the HVACR Channel.
Auer Steel’s goal (led by Jon Hirsch) is to bring the next generation of HVACR professionals into the industry. They as a HVACR distributor are one of the most active advocates promoting the benefits of the HVACR channel to the next generation.
This advocacy work is a true commitment they focus on in the upper Midwestern states they serve. Our first article highlighted their investments and commitment to adding value for the channel Auer Steel, investing for customer and the next generation’s success – HVACR Trends
Our second article focused on that contined progress. Update : Auer Steel continuing to partner with end customers to recruit future associates – HVACR Trends
When we interviewed the Auer Steel | Home team they were very excited about their new update state of the art customer training center. They continue to run programs with high schools, technical colleges, government agencies, and training certifications with end customers every month. In the past 90 days, Auer has run programs with:
High School Outreach
Auer Steel hosted a program in Racine, Wisconsin with two groups of high school students to talk about careers in HVAC.
Jon Hirsch shared “We covered a lot of ground—discussing income potential, diverse career paths, and education options, and emphasized one of the most important benefits of the HVAC industry: job security. Heating, cooling, and ventilation are things everyone needs, which means the demand for skilled professionals isn’t going anywhere.”
One of the highlights was getting hands-on with the students. Jon and the team guided them through building a rectangular copper assembly using soldering, flaring, and push-connect fittings.
In Milwaukee, they hosted Students and provided a hands-on experience building a copper assembly following a 27-step process. The students learned how to use essential tools, cut, flare, and solder copper—gaining practical skills that are foundational in the trade. Beyond the hands-on work, we had great conversations about:
✔️ The diverse career paths available in the HVAC profession
✔️ Income potential and job stability in the skilled trades
✔️ Where to pursue education and training in HVAC
✔️ The role of technology in shaping the industry’s future
This advocacy work is important and an investment in the channel to bring in that next generation we need for the industry to thrive.
End Customer Training Focus
Auer Steel and Heating Supply hosts a five day entry-level maintenance technician training program. They made the investment in a state of the art training center where they help educate and introduce the next generation to careers in the HVAC profession.
Jon shared that they have an industry educator with over 25 years of hands-on experience, Tim Haag that guide sand train these new HVAC technician
Auer Steel has ongoing 5-Day Maintenance Technician Training Programs that are creating relationships and helping their end customers get the training their new associates need.
Jon Hirsch shared about one group of graduates “We couldn’t be more excited for our four new entry-level technicians! Over the past week, they gained hands-on experience, built essential skills, and are now ready to hit the ground running as HVAC maintenance technicians. This program is designed to provide a strong foundation in HVAC maintenance, ensuring our graduates are prepared to step into the field with confidence.”
I think there is an immediate and long-term business benefits for their programs
The benefits of an organized and consistent recruitment and outreach program are significant-
- Auer helps their customers recruit prospective employees (which is difficult for our channel) and help them train new associates to be successful . This is more than just talking the talk. They are helping end customer partners find great people and then train them.
- That first experience you get in a new job is the most memorable. If you think back to any job you started those first days are the ones you remember the longest. That young person who learned how to build a copper assembly for the first time from the Auer team in class that decided to join HVAC will likely never forget the company that helped them learn their first skill.
- It is likely recruiting for the end customers to join the trades might surface some candidates who want to join the Auer Steel and Heating Supply team.
- As a manufacturer partner of Auer Steel, they are building real personal relationships with end customers in that “first week” of their jobs. That is long term loyalty and relationship building that you want to grow your brand and business you want to be a part of.
The long-term benefits are almost as great as the short term, and it is very difficult to measure precisely the benefits. Not every training programs is a home run but they all have value if you stay with the approach. It is clear that the relationship benefits of similar programs for 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 jgunderson@channelmkt.com or share a comment below.
Jon is my former manager (early 1990s). He is a rockstar and leading the industry with his training and recruiting for our industry!
Tom, Thanks for the kind words on the article about Mr. Hirsch. Jon is a great advocate for the channel.