Luxembourg Red Cross Unveils Employer Brand, Plans New Maison de la Croix-Rouge

On Thursday 1 October 2026, the Luxembourg Red Cross presented its ambitions to strengthen its attractiveness as an employer and further develop its activities under its 2030 Strategy, including a new employer branding campaign and the future Maison de la Croix-Rouge (Red Cross House), scheduled to open in the second half of 2027.

The Luxembourg Red Cross’ new Director General, Marc Wagener, outlined the plans at a press conference at the organisation’s headquarters in Luxembourg City, in his first public address since taking up the role, alongside Dorothée Schneider, Director of Human Resources.

The presentation focused in particular on the organisation’s growing workforce and recruitment needs, its efforts to attract and retain employees in an increasingly competitive labour market, and plans to bring a number of its teams and services together at the future Maison de la Croix-Rouge.

“Our motto is helping people. And so there are people being helped, of course,” Marc Wagener told Chronicle.lu following the press conference, highlighting the central role of human resources in the organisation. “That's the vulnerable populations that we try to address with our product portfolio and our services. And it's also people that help. So you can see it both ways.”

Referring to the Luxembourg Red Cross’ workforce and volunteers, he added: “It's these people that are helping other people, these 3,400 workers and 1,500 voluntary workers that Red Cross Luxembourg has, that was the main focus today. So basically what can we do in order to have the best motivated, dedicated people that are also in line and in tune with the fundamental principles and values of the Red Cross movement? What can we do to support them? What can we do to be an attractive employer?”

The Luxembourg Red Cross is one of the country’s largest employers. Its workforce grew by more than 40% over seven years, from 2,398 employees in 2018 to 3,360 in 2025, reflecting the expansion of its social, educational, care and support activities.

Presenting the organisation’s human resources strategy, Dorothée Schneider noted that this growth requires continuous recruitment at a time when care, social support and education professions are under significant pressure on the labour market. Recruitment at the Luxembourg Red Cross increased by 10.5% between 2024 and 2025, while the organisation recorded an employee turnover rate of 7.8%.

Dorothée Schneider also highlighted a gap between public awareness of the Luxembourg Red Cross and recognition of the diversity of its activities. According to figures presented at the press conference, only 6% of people associate the Luxembourg Red Cross with the youth sector.

Against this background, the Luxembourg Red Cross has launched its first employer brand under the tagline “Match your profession with your convictions”. The initiative aims to increase awareness of the diversity of professions and career opportunities within the organisation, while supporting its efforts to attract and retain employees.

The campaign features six employees - Claude, Rouslan, Emil, Seth, Lissa and Katia - who share their professions, experiences and motivations through a series of video portraits. According to the Luxembourg Red Cross, their stories are intended to reflect the diversity of career paths within the organisation and the common humanitarian values behind its different activities.

As part of the initiative, the Luxembourg Red Cross has also launched a new career website designed to facilitate access to information about professions and employment opportunities offered by the organisation and its affiliated entities. The platform aims to help prospective candidates better understand the diversity of possible career paths, development opportunities and the organisation’s culture.

The initiative forms part of the Luxembourg Red Cross’ 2030 Strategy, through which it aims to become a leading employer in the Greater Region. Its priorities include attracting and recruiting talent, retaining employees, strengthening employee engagement and corporate culture, supporting work-life balance and continuing to invest in training and skills development.

The second major project presented during the press conference was the future Maison de la Croix-Rouge, which will bring together teams and services currently spread across several locations.

Marc Wagener explained that the project is intended to improve both internal cooperation and access to the organisation’s services: “Today they are based in different buildings all over the place. [...] We are going to regroup and integrate all our teams in order to serve our beneficiaries even better and to be able to have the best possible service for blood donors, for people seeking help, for also people that want to follow our first aid trainings, for instance.”

He added that the aim is to bring these services together at “one modern site” that will be easily accessible by train, bus, car and on foot.

The future Maison de la Croix-Rouge is expected to bring together around 450 employees and more than twenty services currently located across different sites. The project is intended to improve efficiency and cooperation between teams while providing a central point of access for beneficiaries, blood donors and members of the public.

The Luxembourg Red Cross presented the project as more than a new building, highlighting increased efficiency and performance, stronger collaboration, sustainability and responsible financing among its main ambitions. The organisation also identified the Maison de la Croix-Rouge as one of the pillars of its 2030 Strategy.

The new site is scheduled to open in the second half of 2027.