1) Market Better

Andrea Jensen, president/owner of Tri-City Services in Wisconsin Rapids: Too often, HVAC is offered as an alternative to college: “If college isn’t for you, just get a job in the trades and make a lot of money.” While it’s true that HVAC can be financially rewarding, this really overlooks the skill required to be successful. HVAC is not, and should not be, a backup plan; it’s a highly technical field that requires expertise in multiple areas. It can be a challenging and even dangerous job at times, which is why true professionals in the industry are constantly learning and improving their skills.

HVAC and trades jobs are fulfilling, skilled trades for people who enjoy working with their hands, solving technical problems, and seeing the impact of their work, and that makes HVAC a great field. You get to see the fruits of your labor every single day, sometimes multiple times a day. You get to fix, install, and maintain systems that people rely on every day. This job is more than just fixing a mechanical piece of equipment, it’s about serving the customer — keeping them safe and healthy.

It’s time to reframe the way we talk about HVAC careers. This isn’t just a trade — it’s a skilled profession. By highlighting the expertise, dedication, and impact of HVAC professionals, we can encourage more women to see this field as an exciting and viable career path. When we do, we strengthen the industry and create more opportunities for success for everyone.

So how can employers encourage women to apply? By highlighting all of the above in everything we do in our communication with our current team members, in all of our interactions within the community, job ads (simply state “Women encouraged to apply!”), and all external marketing.

Angie Snow, principal industry advisor at ServiceTitan: When I started my career in HVAC in 2007 after leaving my job as an elementary school teacher, I was often the only woman in the room. Raising my four children at the time, I experienced firsthand many unexpected benefits of the trades including job stability and work-life balance. To showcase a day in the life, the flexibility and financial security of the industry, and their respective company, contractors should leverage social media. This can be a great way to connect more personally with women considering a career switch to the trades.

I would also encourage business owners to consider offering flexible scheduling, if they don’t already. When I co-owned and operated Western Heating, Air & Plumbing alongside my husband Ryan, we offered employees four-day work weeks to promote balance. This allowed our employees to create a schedule that worked best for them and show up as their best selves.

Lara Beltz, vice president/co-owner of Beltz Home Service Co.: The way you advertise your open positions matters. Many job postings unintentionally use language that discourages women from applying. Phrases like "seeking tough, hardworking guys" can send the wrong message. Instead, highlight qualities like dedication, problem-solving skills, and attention to detail — attributes that many women naturally excel at. Women need to see that they are not just welcome but valued in your company. Invite potential female hires to participate in ride-a-longs to experience firsthand the welcoming and supportive environment of your shop.

2) Consider The Female Side

Karen Crnkovich, president and chief hand shaker at DMC Service in Olathe, Kansas: Employers need to consider the barriers to women and working parents in their workforce and how they can address them. Do they have a flexible work schedule so parents can attend school activities, volunteer at school, the timing of the first/last call of the day to accommodate dropping kids at school?

Lianna Schwalenberg, service technician for the K Company in Akron, Ohio: Business owners looking to hire more women should start to think of their team as a football roster. Not everyone looks the same or has the same physique, but every person, every position is equally important to winning the game.

For example, the service department could allow women to specialize in smaller or more technical equipment. Of course, this applies to men and women, but jobs ought to be assigned to the people who are most capable and who express interest in doing the task. Personally, I have a lot of customers who specifically request me every time they have a service call, and I believe it is in part because I am a woman, and that is totally okay. This speaks volumes to the importance of helping women find the position they are best at and allowing them to succeed in it.

While physical differences are factors to consider when sending a male versus a female technician to a job site, simple accommodations make up for this. For example, my van is modified so that I can access my 32-foot ladder safely. And because of how heavy it is, they also gave me a shorter, significantly lighter ladder so I do not need to access the 32-footer as often.

Stephanie Taylor, MD, M Architecture, medical advisor to ThinkLite Air, and ASHRAE distinguished lecturer: It’s important to normalize and support female needs. For example, allowing flexible work schedules that allow time for childcare demands, maternity leave, and even breast pumping for nursing moms.

Beltz: While the trades often require physically demanding work, flexibility can make a huge difference in attracting and retaining female employees. Offering options like adjustable schedules, job-sharing, or family-friendly policies can make your company more appealing.

3) Provide Mentorship Opportunities

Taylor: A very important resource for bringing women into HVAC is having women mentors available for other women. In my experience, being supported and guided by another woman who probably went through some of the same challenges is invaluable. For example, I was mentoring a young female engineer and told her that I was scared to leave my hotel room during my first ASHRAE conference. My mentee's eyes widened, and she said, "Really, I thought I was the only one who had ever felt this way!" Feeling shy, insecure, unqualified, etc., and feeling alone is a terrible combination. Mentors and women's groups can overcome many of these obstacles.

Understand that women have trouble promoting themselves, so create a buddy system for writing self-evaluations. Create networking events that include activities women are comfortable with.

Snow: Mentorship and fostering a sense of belonging within your organization is also critical to recruitment and retention efforts. LadyTitans, a customer-led diversity charter with more than 1,000 members, which I currently serve on the advisory board for, was created to empower women and enact change in the industry through advocacy, education, and community. Creating community groups or partnering with similar organizations can not only instill a sense of empowerment but facilitate more career growth and networking opportunities for women in the industry.

Crnkovich: Join women-specific trade groups, like WHVACR — the more connected you get with these thriving groups, the better.

4) Partnerships And Community Outreach

Schwalenberg: There are not a lot of women interested in HVAC fieldwork to begin with. Attracting female technicians to the company only by way of advertising or asking for more women to apply will predictably be a fruitless endeavor. Most women who become technicians are either taught by family or friends who already own an HVAC business, or they decide to go to school to learn the basics. By creating and maintaining close partnerships with the local trade schools, businesses can offer opportunities to women who are perhaps still thinking about HVAC and give them an exciting offer to join their team. It doesn't even have to be a post-secondary school. There are many high schools in America that begin introducing aspiring young students to the skilled trades.

Crnkovich: Increase community outreach efforts. Partner with schools of all levels — especially elementary and middle schools — to talk to girls about the amazing career opportunities in the trades. The earlier we can 'plant seeds' that the trades are a great space for women, the better. Partner with local trades organizations to host 'she works' events so girls and women can get hands-on opportunities to learn about the trades.

Snow: I’d also encourage businesses to partner with nonprofit organizations that address causes close to them. While operating Western Heating, Air & Plumbing, we advocated for The Emily Effect, which provides resources and support for women suffering from perinatal mood disorders like postpartum depression. Giving back to the community not only enhances business impact, but forges more meaningful connections with current and prospective employees by showcasing the values of your organization.

Beltz: Many young women never consider a career in HVAC simply because they don’t know it's an option. Growing up, no one ever mentioned the trades to me — not even though my grandfather owned an HVAC business. It’s hard to pursue a career you don’t even know is an option. Partner with local schools (especially elementary), technical colleges, and trade organizations to introduce HVAC as a viable career path. Offer hands-on workshops, internships, or even sponsorships for female students interested in the field. Use resources from Explore The Trades to teach them the vast opportunities that are in the trades. The earlier we expose young women to the trades, the more likely they are to pursue them.

5) Put Women In Charge Of Men

Taylor: An example of "putting women in charge of men" could be creating small groups focused on specific tasks and selecting women to organize and lead the exercise. Too often, women feel less confident in a traditionally male workforce, and will therefore hang back when it comes to volunteering to lead. Unfortunately, this perpetuates the pattern of women being less confident. My point here is to create scenarios where a person's usual response, i.e. to be outspoken (men) or more withdrawn (women), does not determine the leadership dynamics.