With technology and automation transforming agriculture, the industry is grappling to come up with new ways to attract, cultivate and hang on to skilled workers in this ‘new collar’ job landscape. In many ways, it’s a good problem to have. For an industry that has been passed off at times as outdated, volatile and back breaking, this wave of digital transformation and innovation has brought ‘sexy back’ to the sector and workforce we rely on to feed the world.
Farming has always rewarded the multi-talented – but the skills required today, and into the future, look a lot different than they did a decade ago. With ag technology and automation playing an increasingly important role in this sector, it becomes more vital to attract and retain skilled workers into the field – literally.
So, what exactly are new collar jobs in agriculture, and why are they important? Traditionally, agricultural jobs have been categorized as either blue collar (manual labor) or white collar (management and administrative roles). However, with the integration of technology and automation, a new category of jobs has emerged that requires a unique skill set and blends elements of both blue and white collar roles. These jobs, known as new collar jobs, require a combination of technical knowledge, problem-solving skills and adaptability.
New collar jobs encompass a wide range of tech-savvy roles that leverage technology and automation to improve productivity and efficiency. These include precision agriculture technicians, drone operators, data analysts, robotics engineers, agricultural technologists and agronomists and experts in soil health. Unlike traditional agricultural jobs, which often relied on physical strength and manual labor, new collar jobs require expertise in operating and maintaining advanced technologies, analyzing data and making data-driven decisions that can have a direct impact on climate change – a popular career draw for current and upcoming generations.
Yet, it won’t be easy. As technology continues to advance, there is a growing demand for workers with technical expertise across all sectors. Industries such as IT, engineering and healthcare are offering attractive salaries and benefits to attract talent. Large farms and ag / food companies across the entire supply chain must remain competitive.
To address these challenges, the agricultural industry must actively promote and communicate the opportunities and benefits of working in agriculture. This could include targeted marketing campaigns, partnerships with educational institutions and engagement with youth organizations. It is also important to invest in training and development programs that provide individuals with the technical skills and knowledge needed to secure the industry’s future.
Case study: Trimble and The Ohio State University
Trimble and The Ohio State University will open two state-of-the-art Trimble Technology Labs for the College of Food, Agricultural, and Environmental Sciences (CFAES). The multidisciplinary labs will enhance Ohio State's teaching, research and outreach activities in food and agricultural engineering and construction management.
The benefits will extend far beyond Ohio State, says Scott Shearer, PhD, professor and chair, CFAES Department of Food, Agricultural and Biological Engineering. “These labs will emphasize sustainable agricultural practices, exposing students to production methods, precision agriculture and the use of technology to reduce environmental impact,” he says, adding that there will also be a significant digital component. “We will be responsible for educating and developing the next generation of professionals as agricultural and food systems are digitized.”
Amy Northcutt, the director of education and outreach at Trimble, says this kind of hands-on access to ag technology is vital to ensuring a strong and vibrant workforce into the future. Exposing students to the latest innovations not only generates excitement about working in the industry, but it also helps to prepare them to work in a rapidly evolving landscape.
A look to the future
One major trend that will shape the agricultural workforce in the coming years is the increasing integration of artificial intelligence (AI) and automation. AI-driven systems and robots will continue to revolutionize farming practices, enabling farmers to streamline operations, reduce labor-intensive tasks and make data-driven decisions that boost yields and enhance sustainability. But to succeed, the industry needs workers with technical expertise in operating and maintaining these technologies.
Furthermore, the increasing importance of data in agriculture will shape the demands of the workforce. As farmers collect and analyze vast amounts of data from sensors, drones and other technologies, the need for workers who can effectively interpret and leverage this data will grow. Data analysts, agricultural technologists and precision agriculture technicians will play a crucial role in helping farmers make data-driven decisions, optimize crop yields and manage resources efficiently.
Through new and current partnerships, ongoing collaboration among food industry stakeholders and a growing interest in producing food sustainably, the agriculture sector is well positioned to attract a workforce that ensures a safe, productive and prosperous future.
