Being recognised for one’s social initiatives is not enough to be regarded as an employer. It is this gap that the Luxembourg Red Cross aims to bridge by launching, on 1 October, its first employer brand. Under the leadership of its new chief executive, 
Turning commitment to the organisation’s values into job applications, and subsequently into long-term careers: this is the challenge facing its head of human resources, Dorothée Schneider. It is her responsibility to raise the profile of the organisation’s roles, make career opportunities more visible and strengthen employees’ sense of belonging.
With a staff turnover rate of 7.8%, the situation might, at first glance, appear comfortable. However, the Red Cross must both support the growth of its workforce and plan for staff turnover. According to information provided at the press conference, many senior staff members are expected to retire in the coming months. At the same time, recruitment needs remain significant. Between 2018 and 2025, the workforce grew from 2,398 to 3,360 staff members, representing a 40% increase. Between 2024 and 2025, recruitment rose by 10.5%.
In particular, the organisation is looking for care assistants, qualified and graduate educators specialising in non-formal education and child protection, social workers, nurses and personal care assistants. There is also a need for staff in support roles, ranging from catering to IT and logistics.
Raising the profile of different professions
Recruitment must enable the Red Cross to ensure the continuity of its activities and support their development. To raise the profile of its roles, it is launching a communications campaign under the slogan ‘Combine your career with your convictions’. Staff profiles, digital and printed materials, and a new careers website are designed to help candidates envisage themselves in the roles on offer. The aim is to show what it means, on a day-to-day basis, to support, educate or protect, whilst providing access to employment and career progression opportunities.
However, the issue goes beyond simply advertising available posts. It is about building a shared employer identity with which healthcare professionals, educators and support staff alike can identify. The humanitarian mission serves as a rallying point. It must also be reflected in the way we meet professional expectations: skills development, career prospects and the working environment.
Visibility can encourage people to apply. However, it does not, on its own, solve the recruitment challenges faced by the care, social services and education sectors, which are under considerable strain.
A commitment put to the test in the field
The Red Cross has a strong argument in its favour: the value of the work it carries out. Its staff work with people facing precarious circumstances, addiction or difficult family situations. Their contribution is direct and tangible. This close contact with vulnerability also places demands on them. Marc Wagener emphasised the commitment of the teams dealing with complex situations, particularly in the areas of drug addiction, prostitution and outreach work. Added to this reality is the pressure on health and support services.
The employer brand must therefore balance these two aspects: the meaning of the role and the conditions under which it is carried out. Communication centred on a sense of purpose can attract candidates. Retention also depends on the support provided to staff, their ability to develop their skills, and the career prospects on offer.
Dorothée Schneider emphasises the commitment to providing a modern working environment where everyone can fulfil their potential. The credibility of this promise will depend on how it is put into practice in the teams’ day-to-day work.
A home to bring teams closer together
Marc Wagener hopes to make the future headquarters, the Maison de la Croix-Rouge, a further selling point. Located on Rue des Scillas in Howald, in the immediate vicinity of the transport hub, the 14,000-square-metre building is due to come into use gradually from June 2027, starting with the first support functions. The first services for service users are due to open in July, followed in September by the blood transfusion centre and the training centre. The relocation of all the relevant services is due to be completed by December 2027. Ultimately, the site will accommodate 600 people.
According to the chief executive, this reorganisation should facilitate collaboration, bring together departments that are currently scattered across different locations, and strengthen the sense of belonging to the organisation. The total cost of the project amounts to €127m, of which €39m is provided by the State, in particular to ensure the quality and long-term viability of blood transfusion facilities.
This new environment will help to deliver on the employer’s promise. For an organisation whose activities extend well beyond its head office, its appeal will also be built up within each department, in line with the realities on the ground.
