Alright – so today we’ve got the honor of introducing you to Angel Rodriguez. We think you’ll enjoy our conversation, we’ve shared it below.

Angel, looking forward to hearing all of your stories today. Can you talk to us about a risk you’ve taken – walk us through the story?

When it came to being a social worker, I thought I had it all figured out. I would serve as a government employee and work with communities for my entire career before I retired. I never thought I would be an entrepreneur and could serve families, communities, and organizations as a business owner. I started my career as a social worker in Los Angeles County. I worked my way through the system as an intern, a social worker, a child abuse investigator, a court officer, a supervisor, a program manager, and finally as an executive leader in San Bernardino County. After I hit my 23rd year of service in the field of public child welfare, I knew it was time to make a change. I just didn’t know how I would do it. At that point, it was early in the pandemic and everything felt uncertain. My body, mind, and spirit were telling me that I needed to move on. I thought that meant I should look for a new job. My initial thought was to try working in philanthropy or in the nonprofit sector. After trying to get a few jobs, and being unsuccessful, I had a serious conversation with my wife. The spark of entrepreneurship ignited and we decided that I would become the CEO of our own firm. It would mean taking a risk. But it would be a risk full of purpose and passion.

Our first client was an Indigenous Tribe, native to Los Angeles County, seeking federal recognition. We started working together in late 2020 in an effort to support their efforts to reclaim their members and find a way to create a healing and welcoming space in the neighborhood. We have continued our partnership over the last 4 years in order to achieve the goals we set forth. This project has been a testament to the courage to take a leap, to the power of partnership, and a commitment to create a legacy of meaningful change.

Since late 2020, we have served more than 30 clients and we are looking to grow and scale. Our vision is to lead transformational change in a variety of ways in public child welfare and in communities of color. Our mission is to champion excellence and pioneer innovative solutions that aim to ensure effective leadership and resource utilization with the ultimate goal of delivering optimal outcomes for all communities involved.

I know that I did everything I could from inside the system. Now I get to do the work I want to do from outside the system and using the lens of prevention. I can effect change with a multitude of clients and broaden my scope.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I was raised in Los Angeles as a First-Gen Latina and continue to call LA my home. My maternal side of the family is Mexican and my paternal side is Nicaraguense. As a young girl, I didn’t necessarily grow up thinking I would be a social worker. If someone asked me what I wanted to be when I grew up, I would give what I thought was a standard, or expected, answer of what I thought was a professional job – a doctor, a veterinarian, or something like that. It wasn’t anything I had a passion for. It was what I thought was expected of me. At one point, I wanted to be a dancer because I had started studying ballet. I just didn’t know how I would make that a lifelong career.

My family valued service, community, and education and the message growing up was that I would study hard and get a “good job.” When I happened to take a social work class in my undergraduate studies at Whittier College, it was a natural fit. I knew I found my calling. After my senior year internship, I began my journey in government service. I learned so much about how systems work and what the challenges were that kept them from being fully functioning. I think eventually, that’s how I decided to shift into entrepreneurship. I knew that I could have a business where I could approach social issues from a different lens.

At rfc21, we provide 4 main services – curriculum development, leadership coaching, grant management services, and expert witness work for law firms litigating cases in child abuse and neglect. There are other projects we are willing to take on if they are a good fit. We do that on a case by case basis after consulting with a potential client.

What sets us apart from others in our field is that we have decades of experience in the largest counties in the country. We have a vast network of professionals and personal connections, and we have worked on some of the most high profile and unique projects. We are personable, resourceful, and trustworthy individuals that are committed to our clients’ success. I am really proud of that and very proud of the work we have done so far.

Any insights you can share with us about how you built up your social media presence?

When I first started the business, I knew I needed social media accounts. I made sure to reserve all the social media handles I needed. And then, they just sat there. Unused. I didn’t want to do anything wrong. I didn’t want to make mistakes. I tried to figure out how other entrepreneurs were using their accounts but I wasn’t sure that those businesses were like mine.
Finally, about 3 years into the business, I found an online community of Latina entrepreneurs at We All Grow® Amigahood®. I forged a connection with so many women there and learned so much about entrepreneurship. I felt comfortable asking questions about how they were putting themselves out there on social media. One day I decided to take that leap and start posting on Instagram. I didn’t know if I was doing it “right” or if there was a magical way of doing it but I figured I would learn by doing. And I did. I made mistakes. And I gave myself grace (eventually).

I built my audience by being in community with other entrepreneurs. I engage with other people on socials. I stopped obsessing about how many people were following me at some point because what really mattered to me is that the people who were engaging actually cared about the content I was putting out there. I didn’t want bots or followers for the sake of followers.

My advice would be to just get started. Be willing to stumble a bit. Figure out your brand personality and voice. Practice it. Once you are comfortable with it and you have been working on it, hire a brand designer that can help you refine it and give you some creative direction. It makes all the difference in the world. Now I feel more confident in what I am doing and how I am doing it. I have learned very simple things that give my brand a cohesive look and voice. It matters.

What’s been the best source of new clients for you?

I am fortunate enough to have a long history in the field, with a vast network of professionals across various areas of social work. Over the years, I’ve had the privilege of collaborating with an incredible array of dedicated individuals, each contributing uniquely to our shared mission of supporting communities and advocating for those in need. My journey in this field has allowed me to build a reputation as someone who is experienced, resourceful, reliable, and trustworthy.

It’s deeply gratifying to see how my work has resonated with my peers. The professionals I’ve known for decades, some of whom I’ve mentored and others whom I’ve learned from, have often reached out to see if I’m interested in collaborating with them or taking on new clients. These connections are not just professional; they are built on years of shared experiences, challenges, and triumphs.

Their trust and confidence in my abilities mean everything to me. It’s not just about the work we do but the relationships we build along the way. Being recognized by those who understand the complexities and demands of our field is incredibly humbling and motivates me to continue striving for excellence. It’s a testament to the power of integrity, consistency, and a genuine commitment to making a difference.

Contact Info:

• Website: https://www.rfc21.com
• Instagram: https://www.instagram.com/rfconsult21/
• Facebook: https://www.facebook.com/RFConsulting21
• Linkedin: https://www.linkedin.com/in/angel-y-rodriguez/
• Other: https://www.rfc21.com/links

Image Credits

Orit Harpaz
Kita Zuleta
Jade Blairs