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American Iron and Steel Institute Training

Utility Lineman Training Video Short

Training a New Workforce
Utility lineworker training is a big priority for the American Iron and Steel Institute. That's because utility lineworkers - often called linemen - play a major role in the widespread acceptance of the use of steel distribution poles in America's power distribution system. To create a favorable environment for steel early in a lineworker's career, AISI created the AISI Lineman Training Workshop series to provide hands-on knowledge to soon-to-be linemen at community colleges across the country. The challenge was how to showcase this valuable job skill to a wider audience of utility line students and professionals.

Speaking Their Language
With a median age of 25, today's utility line worker is truly a creature of the digital age. They frequent linemen industry-specific web sites where videos and image galleries are popular places to share experiences. To capture and broadcast a major training session at the Northwest Lineman Community College a short, fast-paced video of the two day training was produced. It positioned steel as the material of the future, and a great resume skill to have now. The video was posted on YouTube and other lineworker sites and an email announcement was sent to other students to promote a "pass-along" visual.

A Gradual Attitude Adjustment
Lineworker instructors and students responded to the video, passing it along to coworkers and friends, which was the intended response. With each viral connection, steel gets stronger.

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