For the specific case of burial under rubble it might be better to work on sensing sounds rather than using radio broadcasts. If the person can move they may be able to tap on concrete with another piece of concrete. Using three or more phones (plus BLE or WiFi for timing coordination) placed on the rubble it might be possible to triangulate the location of the tapping. While there are professional (expensive) versions of this (like the heartbeat detector mentioned above), giving the capability to everyone could be useful. Adding the BLE emission/detection couldn't hurt and when the trapped person runs the app it could give them instructions to maximize their chances of detection. For tapping those instructions might be to tap three times once every five minutes to minimize the physical energy required. That would mean the three sensing phones would need to wait 5 to 10 to 15 minutes to do detection and acquire a location. Tapping on stones could work by itself since people can put their ears to the rubble and listen for the tapping, so the main benefit of the app might be just to tell the person what they should do in their situation (tell the trapped person to tap 3 times every five minutes, tell the rescuer to listen for 3 taps occurring every five minutes, providing a timer to indicate the 5 minute intervals could be useful too). Five minutes might not be optimal, some research would be needed on that, and it may depend on the energy level of the trapped person so perhaps the sensing cell phones should be left in place for hours or days. Ideally all phones would have this as an emergency app that would provide advice and help with BLE beacons, timers, cellular calls, sensing, and whatever in any situation.
In general this seems like a difficult problem and worthy of some extended research.