The Auer Steel and Heating Supply Company team continues to create programs that matter for their end customers and the channel.
In September, we first started featuring Auer Steel’s work (led by Jon Hirsch) to bring that 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. The 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
So, with the new year arriving, I wanted to update our readers on their progress. The Auer Steel | Home team continues to run programs with high schools, technical colleges, government agencies, and special events with end customers every month. In the past 60 days, Auer has run programs with:
Dave Jones Plumbing & Heating and the Boys & Girls Club of Dane County – one-day high school HVAC workshop.
Dave Jones, based in Madison WI, specializes plumbing, heating, electrical, and fire prevention.
“With 650 employees and a training center, they were the perfect partner for this event. Together, we welcomed high school students, alongside my friend Stephanie Johnston, Assistant Vice President of Career Development with the Boys & Girls Club.” said Jon Hirsh
During the six-hour workshop, the team taught the students-
• Basic electricity concepts, including Ohm’s Law and AC/DC current.
• Explored the sequence of furnace operation.
• Completely disassembled and reassembled two furnaces, connecting them to gas and electricity to demonstrate their operation—blowing the students away!
• Wrapped up with our hands-on copper assembly activity, a 27-step process that requires cutting, flaring, soldering, and using push connect fittings to build a pressurized copper rectangle.
Wauwatosa East High School technical education event
This was an event that highlighted the diverse opportunities in the HVAC industry and skilled trades for 37 students at Wauwatosa East. From job shadowing to apprenticeships, they showed various paths into the profession, emphasizing the job security and rewarding careers students can enjoy. They also highlighted education options, from one-year certifications to associate or bachelor’s degrees.
“As always, the hands-on activity and teaching the students how to solder copper was a hit. There’s something about working with fire and solder that sparks excitement.” Jon Hirsch shared.
Racine Horlick High School- Hands on HVAC Workshopw
Auer Associates Tim Haag and Laura Majewski, spent the day introducing students to HVAC careers at the Auer Steel training center.
“The highlight of the day? Tearing apart furnaces and putting them back together again! The students said this hands-on experience was their favorite part of the day, giving them a real taste of what working in HVAC is all about.” Jon Hirsch stated.
I think there is much to be admired, and a real short and long-term business benefits for the effort.
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). This is top level relationship building. This is more than just talking the talk. They are helping end customer partners find great people.
- Great personal experiences and “word of mouth” is gold. The groups they work on their programs own homes and know people. That leader will likely 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.
- The attendees of these hands-on programs may not decide to become HVAC professionals, but they are all potential HVAC customers. If the furnace goes out at home, I think the attendees will call that contractor who taught them how to cut, flare and solder copper at the workshop
- Some of the recruiting for the end customers to join the trades will likely surface some candidates who want to join the Auer Steel and Heating Supply team.
- As a manufacturer partner of Auer Steel, they are proving that they are trying to grow your business and help you potentially partner with key end customers.
The long-term benefits are almost as great as the short term, and it is very difficult to measure precisely the benefits. I am sure some of the training programs are home runs while others are singles. I believe 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.
