Los Changemakers Q&A: Lisa Guadalupe Clarke, Founder of ATL Search Group and Latinas Rise
“Los Changemakers” is a video series that follows the journeys of Hispanic and Latinx small business owners in the US as they navigate the dynamic entrepreneurship landscape. Through this series, we’ll explore what inspired these entrepreneurs and how they empower others within their communities.
Lisa Guadalupe Clarke’s journey traces the arc of resilience, shaped by the challenges and triumphs of the immigrant experience. Born in New York but raised in the small town of Jucuapa, El Salvador, she spent her childhood navigating life during the Salvadoran civil war. Under the watchful eye of her single mother, her grandmother and Nanna, Lisa learned early on what it meant to survive and persevere. At 14, she moved back to the U.S., leaving her mother behind, and was forced to work multiple jobs to complete high school and college. She carried with her the weight of two worlds—one of conflict, the other of opportunity.
Like many immigrants, English wasn’t Lisa’s first language, and early on she realized that her accent often spoke louder than her skills. Despite her qualifications, Lisa was once turned away from a job simply because of how she spoke. But rather than letting that rejection silence her, she used it as motivation to build ATL Search Group—a staffing company in Atlanta dedicated to giving Hispanic and Latinx immigrants a chance and helping them find skilled work, regardless of their English proficiency. Today, Lisa’s influence stretches beyond the walls of her business. Through her nonprofit, Latinas Rise, and as a member of the Georgia Chamber of Commerce, she stands at the forefront of advocating for Hispanic and Latinx small business owners and Latina entrepreneurs.
Join us as we explore Lisa’s inspiring journey—how she transformed her acento into a powerful emblem of pride and continues to create lasting change in the community she cherishes.
Can you share your personal background and journey to become a small business owner?
Despite being born in the US, I had a thick accent from growing up in El Salvador, which shaped many of my experiences.
While working at a bank inside a mall, I became well-liked by clients. However, when the bank was sold, I was passed over for a position due to my accent, not my qualifications. This experience initially felt like a setback, but I now tell people that an accent is a sign of intelligence and should be embraced. Not everyone can think and speak in two languages. It’s my super-power.
My journey into staffing started by chance. As a temporary employee at an HR firm, I noticed a significant disconnect between minority job seekers and the companies hiring them. This realization motivated me to start my own agency, where I could guide job seekers on writing effective resumes and mastering interview techniques to improve their chances of securing positions.
How does your cultural background and heritage influence the way you run your business?
My cultural background and heritage completely influence the way I run my business and make decisions. When I first arrived in the US, I didn’t even know how to speak English, yet I had a golden ticket because I had US citizenship. But I know the growing pains people go through: not getting credit and having the skills but a poor resume that simply won’t get you the job. So, I can empathize with everything that people with the same struggles have gone through, and that directly affects how I run my business, so it doesn’t keep on happening to other candidates. My network within the Hispanic community has also provided me with valuable insights about this community, greatly influencing the success of my business.
In what ways has technology played a role in the growth and success of your business?
Technology has been instrumental in streamlining and enhancing our business operations. Microsoft 365 serves as the backbone for all our company-related activities, ensuring seamless integration and consistency across our operations. I rely heavily on Excel to efficiently track employee commissions, using its powerful formulas to keep accurate records. For contracts and staffing documentation, Word is indispensable, while PowerPoint is crucial for crafting compelling client presentations and proposals.
I’ve used Microsoft software since college and find it reliable and trustworthy. This continuity allows me to focus on my business without the need to invest time in learning new tools. Overall, Microsoft products have been pivotal in helping us operate efficiently, present professionally to clients, and maintain strong internal communication.
How do you actively engage with and give back to your local community?
I think it’s very important to actively engage and give back to the community so that we can all grow together. For example, I actively participate in local and national events, support numerous nonprofit organizations, and direct a portion of my business revenue as a donation to the community.
I’m the founder of Latinas Rise, a nonprofit where I like to dedicate my time and business knowledge to support Latina business owners, helping them grow and thrive in a competitive landscape. Additionally, I serve on the boards of several non-Hispanic, Hispanic and Latinx organizations and I am the only Latina small business owner on the Georgia Chamber of Commerce board, which is comprised of over 400 members. I have the opportunity to have a voice for my community.
Also, one of the ways I engage with the community is because I’m a networking enthusiast and love to attend numerous events to connect with clients and community members. I’m particularly involved with first-generation high school, college students and support initiatives aimed at uniting various Hispanic and Latinx organizations.
As a Latina entrepreneur, what advice would you offer to aspiring entrepreneurs looking to start their own small businesses?
I would give aspiring entrepreneurs the following advice:
- It won’t be easy, but if anyone can do it, it’s you.
- You will make mistakes, but you will learn from them.
- You must be a little crazy to be an entrepreneur because you work harder than anyone else in your company.
- If you’re passionate about something, it doesn’t feel like work; it feels like a blessing.
- Your accent makes you stronger, not weaker.
