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The American Red Cross is on a mission, not just to deliver vital humanitarian and relief services in times of crisis, but also to attract the right talent to fuel those efforts. In a competitive job market, the organization recognized the need to reshape its employer brand to resonate with individuals seeking purpose-driven careers. And to proactively build a team of passionate employees who will literally risk their lives for the causes.

Charlene Santis, Senior Director of Talent Acquisition, a recruiter who climbed the ranks at the American Red Cross, has witnessed the evolution firsthand, and she and her team were instrumental in developing a fresh employer brand. “We recently implemented a new employer value proposition (EVP) called ‘We are your career for a force for good,'” Santis explains. “This EVP rests on three pillars: rewarding and stimulating work, a meaningful mission, and a dependable community.”

This new brand identity reflects the reality of working at the Red Cross. The work is challenging and varied, offering opportunities for growth and development. But the true differentiator lies in the mission itself.  “You’re not just coming to work every day,” Santis says. “You’re making a real difference in people’s lives.”

Building a Talent Pipeline for Critical Roles

The impact of successful hiring on the Red Cross’s ability to deliver its mission is undeniable. Blood donation, for example, is a life-saving service heavily reliant on a staff of phlebotomists that can scale up quickly in the times of widespread blood shortages. The organization utilizes a mix of in-house methodology and invests in outsourced recruitment strategies to swiftly fill these crucial roles like lives depend on it (because they do). They also have a “no experience necessary” policy, and will support career development, or those looking to transition or learn new skills by offering formal medical training that upskill and reskill their blood specialists to be successful and meet the qualifications of the job. 

However, the Red Cross also faces the challenge of managing a high volume of applications, with vacancies often exceeding 1,400 per month. Their team of 36 recruiters leverages Workday, a recruitment platform, to streamline the process and ensure compliance. While they acknowledge the potential of AI tools, they reserve their budgets for those critical times of volume hiring, and opt for more traditional methods of starting and pausing their recruitment marketing promotions based on response volume so that they can filter through applications, and still maintain a positive candidate experience. 

Responding in Crisis: The Maui Wildfires

The Red Cross’s commitment to its mission extends beyond its employer brand. Their Talent Acquisition (TA) team exemplifies this dedication through their rapid response to the Maui wildfires. Faced with the urgent need to hire 65-80 staff members in a short timeframe, the team deployed talent advisors directly to the disaster zone.

This herculean effort involved setting up an in-person recruitment station and conducting walk-in interviews. Santis emphasizes this commitment: “The TA team understood the urgency and leaned in to make sure the Red Cross could continue to function and deliver assistance.” As an extension of the recruitment division is the recruitment of volunteers who follow a standardized process of qualifying and running background checks and support volunteers with adequate training, with constant communication and opportunities to stay engaged. Some may be wondering how the Red Cross prepares their volunteers to respond with such short notice to sudden climate disasters, and they monitor the paths of storms, and mobilize volunteers to prepare for impact before the storm hits.  

Flexibility and Transparency: A Winning Combination

Recognizing the shift in the job market, the Red Cross embraces a flexible work environment.  “We were named one of the best employers for flexible work,” Santis points out.  This is particularly relevant for their disaster response teams, who often work remotely or in hybrid models.

Drawing a parallel between the Red Cross’s approach to work arrangements and its response to the Maui wildfires, Santis emphasizes the importance of transparency.  “As an organization, we need to be upfront and honest about the business needs, whether it’s for in-person or work-from-home positions,” she says. This honesty becomes part of the employee value proposition, fostering trust and attracting talent who value similar principles.

The Red Cross’s commitment to a purpose-driven employer brand, coupled with its agility and responsiveness, positions the organization to attract and retain talent who share its values. This, in turn, ensures its ability to deliver life-saving services and support communities in their greatest times of need. 

By the way, March is Red Cross awareness month, and we here at RecruitmentMarketing.com are partners and supporters of their mission. If you are looking for a cause to support, consider joining the Red Cross community. To learn more, visit https://www.redcross.org/. 

For more tools to help your recruitment marketing efforts, visit our marketplace now. Happy hiring!

Katie Fortunato

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President, Talivity Katie Fortunato is a passionate, purpose driven entrepreneur and executive. She is the President and co-founding employee of Talivity (formerly RecruitmentMarketing.com), a leading B2B marketplace for talent acquisition professionals. She oversees the company's growth efforts, strategic direction, content production and operations, and is dedicated to building a world class community to help navigate and improve the ever-evolving recruitment marketing landscape. She has held various roles across talent acquisition, media and entertainment. Her career began in recruiting where she was a hiring manager for a national workforce solutions provider, then worked at AOL and later as the Director of Partnerships at Dow Jones & Co, specifically for The Wall Street Journal, where she launched new lines of business. Katie also moonlights producing new works by emerging theater artists. She supports initiatives helping people move their lives “onward and upward” as the President of the Onward & Upward Foundation.