By “blue-collar identity” it’s assumed that Rooney is suggesting that the team should put a larger emphasis on running the football next season. Offensive coordinator Bruce Arians has been let go which may have had something with his tendency call passing plays.
The idea seems a little short-sighted considering that the strength of their offense lies in their ability to move the ball through the air. Mike Wallace and Antonio Brown are to of the best young wide receivers in the game and a healthy Ben Roethlisberger gives the a pretty formidable passing attack.
It would still make sense for Pittsburgh to upgrade their depth at running back either in the free agent market or the draft.