An emergency rescue locator for locating persons and pets in the water is provided. The emergency rescue locator comprises a life jacket having a front side and a rear side and a locating system mounted to the life jacket. The locating system comprises an inflatable pole having a first end and a second end and an inflating mechanism in fluid communication with the first end of the pole. Upon the locating system becoming immersed in the water, the inflating mechanism instantly and automatically activates to inflate the pole causing the second end of the pole to be positioned at a point above a water surface. The locating system immediately and continuously pinpoints the persons' or pets' location until rescued.