As a digital marketing professional at one of the top commercial mechanical firms in the DC region, Stacey Holsinger began questioning why certain construction roles were so hard to fill. To gain real insight, she assigned two interns to shadow an HVAC technician and document a day in his life. The resulting video resonated widely—garnering over 300,000 views, driving significant traffic to the company’s career page, and generating fresh interest in the skilled trades. That success ultimately inspired Stacey to launch @Chat_CTE—a national social media campaign on Instagram and TikTok that connects career explorers with the trades through authentic, short-form interviews with industry professionals.
Now, as a digital marketing consultant and owner of Steel Toe Communications, Stacey Holsinger is a trusted partner to contractors looking to showcase their work, build credibility, strengthen company culture, and attract top talent. She stays deeply engaged in the contracting community as co-host of the weekly Morning Huddle Construction Show podcast. Stacey also gives back by supporting skilled trades education—volunteering at construction career day events, hosting interns through the Montgomery County Maryland Public Schools Internship Program, and running @Chat_CTE on Instagram and TikTok. A recent graduate of the Harbor Freight Leadership Lab, Stacey credits the program for fueling the vision and momentum behind @Chat_CTE, turning a passion project into a powerful platform for career exploration in the skilled trades.
How did you come up with the idea for @Chat_CTE?
SH: The idea first came to me about nine years ago while I was working for a large mechanical contractor in the DC area. I was closely collaborating with the HR department and noticed that certain positions—like HVAC technicians—were consistently difficult to fill year after year. The competition for talent was fierce, and I knew we needed a more creative approach to get people’s attention.
I thought back to MTV’s Cribs and had an idea: what if we did a ride-along video with an HVAC tech to show what the job is really like? YouTube was just starting to take off, and I figured—even if nothing came of it—it would at least be a fun learning experience. But the video ended up performing incredibly well. It sparked conversations like, “I always wanted to be an HVAC tech, but I never really knew what the job involved.” That feedback stuck with me. I wanted to do more, but with a full-time job, I just didn’t have the capacity to keep producing that kind of content.
Fast forward to the Harbor Freight Leadership Lab—that experience was a turning point. It gave me the time, tools, and community to finally bring this idea to life. I realized: I’ve been sitting on something that works. Now with the rise of short-form video and platforms like Instagram and TikTok, the timing was perfect. I was all in.
As for the name, Chat_CTE was the perfect fit—modern, catchy, and rooted in the mission to spark real conversations around careers in the skilled trades.
What segment of your audience has had the most positive response to @Chat_CTE content?
SH: Three of our most enthusiastic supporters so far have been the unions, SkillsUSA, and Associated Builders and Contractors (ABC). The union community has an incredible sense of brotherhood—they truly rally around one another and regularly share our videos with their members. SkillsUSA brings that same energy, with a strong spirit of camaraderie that’s made a big impact. And ABC member companies have been especially generous—welcoming us onto their job sites, giving us behind-the-scenes access, and allowing us to film interviews that give real exposure to the trades.
We’ve also seen strong engagement from eighth graders, high school students, and CTE instructors. Lately, parents have even started reaching out with questions like, “Can you help my child find an internship?” So now, we’re researching companies that offer summer internships and plan to share that info soon—to help students and families connect with contractors who are hiring interns right now.
What is one thing you know now that you wish someone had told you when you started @Chat_CTE 10 months ago?
SH: There’s so much I’ve learned. Coming from a marketing background—not the trades—I was only familiar with the most well-known careers. But the truth is, there’s an incredible variety of opportunities in the skilled trades that most people don’t even realize exists. I had no idea there was an entire industry dedicated to elevators. Now, solar energy is gaining traction as a trade, and there’s a whole sector focused on fire sprinkler systems. Organizations like SkillsUSA really opened my eyes to just how many pathways are out there—ones that often go unnoticed by the general public.
I’ve also come to understand that the routes into these careers are incredibly diverse. Some people start as interns or apprentices, others attend community college and earn a construction management degree. I even met a woman who began her career as a nurse, took a receptionist job at a construction firm, and worked her way up to become a project manager. There’s no one-size-fits-all path—and that’s what makes the trades so exciting and accessible.
What are you most excited about going forward?
SH: Ideally, I want our channel to be a truly authentic space—where career explorers can watch a video and say, “I never felt like college was the right fit, but then I saw this electrician’s story and it clicked. Now I’m in the trade and loving it.” Or “I had no idea what a pre-apprenticeship was until I saw your video, and now I’ve had the chance to explore three different trades before choosing my path.”
That’s the kind of impact we’re aiming for. And looking ahead, I’d love to bring on major sponsors to help grow the channel—so we can produce even more high-quality, inspiring content that opens doors for the next generation.
Based on what you’ve learned, what advice would you give high school skilled trades teachers to motivate the next generation of trades professionals?
SH: I’ve spoken with a lot of CTE instructors and business owners, and one thing is clear: building strong local relationships is key. If you’re a carpentry or masonry teacher, start by reaching out to a local contractor in your trade—whether it’s a masonry or general construction company—and begin forming a partnership.
These relationships don’t have to start big. Something as simple as organizing an annual job site visit for your students or inviting a tradesperson to speak in class or give a live demo can go a long way. Once the connection is established, the benefits grow on both sides. Contractors can build trust with students—potential future hires—and with instructors who can refer talent. Teachers may also gain access to extra resources; contractors often have scrap materials sitting around that they’d gladly donate if someone just asked.
The bottom line: take the first step to build that local connection. It can open doors, enrich your program, and create real opportunities for your students.
