Transforming Field Service for Gen Z and Women in the Digital Age

As older employees exit the workforce, organizations are confronted with a looming talent gap that threatens operational continuity and service quality.

At the same time, technological innovation is transforming how field service is delivered. From predictive maintenance powered by the Internet of Things (IoT) sensors to AI-driven diagnostics, AR-based remote support, and cloud-connected service platforms, the industry is undergoing a digital transformation that changes not only the tools used but the very nature of the work itself.

This shift creates a compelling opportunity to redefine field service roles in ways that resonate with a new generation of workers, particularly Generation Z, the digital natives who are entering the workforce with different values, expectations, and skillsets. Gen Z is not only tech-savvy but also deeply driven by purpose, flexibility, and meaningful work. Yet, despite the secure career prospects and growing tech-forward nature of field service, it remains a career path that many young people overlook.

Equally pressing is the gender imbalance that persists within the field service and manufacturing landscape. These fields remain male-dominated, both in perception and reality, making them less appealing to women, particularly in frontline, technical, or mechanical roles. Cultural stereotypes, lack of female representation, and historical exclusion from skilled trades contribute to a gender gap that limits diversity and innovation.

To successfully navigate this transition, field service organizations (FSOs) must look beyond traditional recruitment strategies. They need to actively reshape their employer brand, cultivate inclusive work cultures, and redesign roles to better align with modern career aspirations. Embracing digital transformation, enhancing work-life flexibility, and promoting STEM engagement among underrepresented groups are essential for building a sustainable, future-ready workforce.

The Aging Workforce: An Impending Challenge

A substantial portion of the field service workforce is approaching retirement age. According to research by PTC, nearly 73% of companies perceive an aging workforce as a potential threat to their field service operations. This is consistent with research by Copperberg and peers in the field, showing that this demographic shift is creating a pressing need to attract and train new talent to fill the impending gaps.

The situation is further complicated by the fact that many seasoned technicians possess specialized knowledge and experience that is not easily replaced. The loss of these skilled workers could lead to a decline in service quality and operational efficiency. Moreover, the transition period required to train new employees adds to the urgency of addressing this issue proactively.

Evolving Job Expectations and the Talent Gap

Field service roles are still perceived as physically demanding and male-dominated, which deters many potential entrants, particularly women and younger individuals. But this perception is increasingly misaligned with the reality of modern field service work. The industry is undergoing rapid digital transformation, driven by technologies such as IoT, AI, augmented reality (AR), and remote diagnostics.

These tools are reshaping the nature of field service jobs from physically intensive to tech-integrated, from isolated field visits to cloud-connected problem solving. However, this evolution also demands a new kind of workforce, one with strong digital fluency, collaborative instincts, and a clear sense of purpose. The challenge is that the industry has been slow to adapt its talent strategies, and this lag contributes to the widening talent gap.

To bridge this gap, FSOs must align their offerings with what the modern workforce, especially Gen Z and women, expects from their careers:

• Digital fluency: Modern workers expect roles that involve advanced technology. Digital transformation in field service attracts talent by enabling smarter, more efficient, and less physically taxing work environments.
• Purpose-driven work: Gen Z is highly motivated by a sense of purpose. According to Deloitte’s Global Gen Z & Millennial Survey, 89% of Gen Zs consider purpose important to job satisfaction. Moreover, 54% say meaningful work is a top priority when evaluating a potential employer, and 44% have left a job because it lacked purpose.
• Inclusivity and representation: Diverse workplaces are no longer optional. Many women in STEM roles still experience workplace bias, which significantly affects attraction and retention. Inclusive hiring practices and visible female role models are essential. Research has shown that, despite earning 50% of science and engineering bachelor’s degrees, women constituted only 35% of the STEM workforce in 2021. Their wages were consistently lower than those of men.
• Work-life balance: Flexibility is one of the top priorities for Gen Z. Since the pandemic, it has been consistently reported within the industry that remote and hybrid work models are crucial to making field service roles viable for younger employees.
• Skill and career development: 70% of Gen Zs report developing career skills at least weekly, often during their personal time. They value on-the-job learning, mentorship, and soft skills like communication and empathy just as much as technical skills.
• Environmental responsibility: Sustainability is a core value for younger workers. According to Deloitte, climate change is the top concern for Gen Z, influencing their career decisions and expectations of employer responsibility.
• Remote and hybrid opportunities: Gen Z expects technology to enable autonomy. And this creates a triple benefit as remote monitoring and diagnostics not only meet that expectation but also reduce costs and carbon footprints.
• Tech-integrated roles: The more digitized the job, the more attractive it becomes. Emerging tech like AR and AI not only helps solve problems faster, but also appeals to a generation raised on digital interfaces. 

Gen Z: The Digital Natives Seeking Purpose and Flexibility

Generation Z, born between 1997 and 2012, is entering the workforce with distinct expectations and values. Research shows that Gen Z values flexibility and purpose over traditional job perks, with many seeking careers that align with their values and offer opportunities for growth and development. 

Interestingly, the rise of artificial intelligence and automation in white-collar jobs has led many Gen Z individuals to reconsider trade professions. A survey found that 42% of Gen Z adults are working in or considering skilled trade careers, with 37% holding bachelor’s degrees. This indicates a shift toward more stable, hands-on roles that offer tangible results and job security.

The motivations behind this trend are multifaceted. Concerns about job displacement due to AI, dissatisfaction with corporate wages, and the high cost of higher education are driving Gen Z to seek alternative career paths that offer more security and practical benefits. Trade jobs are perceived as less susceptible to automation and provide a clear pathway to financial stability without the burden of student debt. 

Moreover, Gen Z’s comfort with technology situates them well for modern field service roles that increasingly rely on digital tools and platforms. Through digital transformation, FSOs can attract this tech-savvy generation by offering roles that combine hands-on work with technological integration. This approach not only addresses the talent gap but also aligns with Gen Z’s desire for meaningful and flexible work.

Bridging the Gender Gap in Field Service

Despite progress in gender equality, women remain underrepresented in STEM fields and technical roles, including field service positions. The 2025 Global Education Monitoring (GEM) Report by UNESCO highlights that while women now constitute a majority of university students in many countries, they are significantly less likely to pursue or remain in STEM disciplines. Technical and vocational training remains heavily male-dominated, especially in low-income nations where gender gaps are wider. Digital access disparities and skill gaps further limit women’s opportunities in STEM careers. 

Three main factors contribute to this disparity:

• Cultural perceptions: Field service roles are often perceived as physically demanding and unsuitable for women. These stereotypes can discourage women from considering careers in these fields.
• Lack of role models: The scarcity of women in leadership positions within these industries perpetuates the cycle of underrepresentation. Without visible role models, aspiring female professionals may lack the inspiration and guidance needed to pursue and persist in these careers.
• Workplace bias: Women in STEM frequently report experiencing discrimination and bias, which affects retention. According to research, half of the women in STEM jobs say they have experienced at least one form of gender-related discrimination in the workplace, including earning less than their male counterparts and being treated as if they were not competent because of their gender. 

To attract more women, organizations must actively challenge these perceptions, promote inclusivity, and provide clear steps for advancement. This includes implementing mentorship programs, ensuring equitable pay, fostering inclusive workplace cultures, and highlighting successful female professionals in field service roles. By addressing these issues, FSOs can tap into a broader talent pool and drive innovation through diverse perspectives.

Digital Transformation: Modernizing Field Service Roles

Field service roles have been viewed as physically demanding, hands-on jobs centered around maintenance and repair. However, the infusion of digital tools is fundamentally changing the nature of this work.

IoT enables connected devices to communicate real-time data back to service centers, allowing technicians to anticipate issues before they become critical. This predictive maintenance reduces emergency callouts and enables smarter scheduling. AR, on the other hand, equips technicians with real-time visual overlays to guide them through complex repairs or enable remote experts to assist on-site workers virtually. This not only accelerates problem-solving but also lowers the learning curve for less experienced employees. AI-driven diagnostics automate the analysis of system defects and recommend precise solutions, turning the field service role into a hybrid of manual and high-tech problem-solving.

Digital transformation in field service is essential for streamlining operations and improving service delivery. These advanced technologies increase efficiency and accuracy, allowing organizations to better meet customer expectations while reducing technician burnout caused by physically demanding tasks.

The shift toward tech-integrated roles aligns with the digital fluency of younger generations, particularly Gen Z, who expect technology to be part of their work experience. Modernization is not only about operational gains but also about talent attraction and retention. The ability to work with cutting-edge technology appeals to women and younger workers who may otherwise avoid traditional field service roles due to outdated stereotypes about physical labor and technical complexity. 

So, by integrating digital tools, FSOs can transform their workforce into tech-savvy problem solvers rather than just manual laborers. This transformation opens the door for a more diverse, inclusive workforce and enhances the appeal of field service careers to the digital-native generation and women seeking opportunities in STEM-related roles.

Embracing Hybrid and Remote Work Models in Field Service

The COVID-19 pandemic was a catalyst for the widespread adoption of hybrid and remote work models in field service. While traditionally, field service roles required physical presence on-site, the advancement of digital tools now makes remote diagnostics, virtual consultations, and flexible scheduling more feasible than ever.

FSOs can leverage remote diagnostics to analyze equipment health and troubleshoot issues without sending technicians on-site for every problem. Virtual consultations, often enabled by AR and video technologies, allow experts to assist field technicians or even customers directly, reducing travel time and enhancing response speed. Flexible scheduling facilitated by digital platforms gives technicians greater control over their working hours, a feature highly prized by Gen Z workers who seek better work-life balance.

Offering remote and hybrid work options is critical to attracting and retaining skilled workers from younger generations. Gen Z, in particular, values flexibility and the ability to integrate work with personal life without sacrificing career development or social engagement.

Moreover, hybrid and remote work models align with the environmental consciousness prevalent among younger employees. Reducing the need for travel reduces carbon footprints and operational costs, which are two factors that resonate strongly with Gen Z’s activism for sustainability. This environmental alignment adds further appeal to field service careers modernized for a post-pandemic world.

Strategies for Attracting Gen Z and Women to Field Service

To address the widening talent gap, field service organizations must reimagine how they present and structure work. Attracting Gen Z and women requires intentional design of workplace culture, job roles, career pathways, and technology integration. These groups are not just looking for employment, they are looking for meaningful, inclusive, future-forward environments where they can thrive and contribute. The following strategies can help field service operations evolve into exactly that:

• Promote inclusive work cultures: Build environments where diversity is visible, equity is practiced, and all employees feel valued and safe to contribute. Psychological safety and strong representation matter.
• Highlight career pathways: Clearly communicate advancement opportunities, from entry-level roles to leadership positions, especially for women and underrepresented groups who may not see themselves reflected in traditional field service leadership.
• Invest in training and development: Offer structured mentorship, upskilling programs, and support for certifications. Help employees build both technical and soft skills needed for career mobility.
• Leverage technology: Integrate IoT, AR, mobile platforms, and AI-powered diagnostics to modernize job functions, reduce physical demands, and appeal to the digital fluency of younger generations.
• Enable flexible work arrangements: Implement hybrid work models, flexible hours, and job-sharing to align with Gen Z’s expectations for work-life balance and caregiving equity, likewise critical for women professionals.
• Engage in community outreach: Collaborate with schools, STEM programs, and trade education institutions to introduce field service careers to young people early, especially young women, through apprenticeships, workshops, and female-led panels.

Field service is on the cusp of reinvention, not just in tools and technologies, but in people, purpose, and potential. Organizations that proactively meet the expectations of emerging talent will not only fill critical roles, but they will also gain a workforce that is more diverse, more resilient, and better equipped to lead the industry into its next chapter.