Hanover, 22 March 2023

“Colleague-Generated Content”: TUI's new employer branding focuses on authentic messages from employees

  • Slogan “Let’s TUI it” sums up what working in one of the leading tourism companies is all about
  • Currently 950 job vacancies in holiday destinations and source markets

Tourism is making a comeback after three years of the Corona pandemic. People want to travel and that means TUI is ramping up teams to meet demands. TUI currently has around 950 vacancies in holiday destinations and the tour operators' source markets. Against this background, TUI is updating its employer branding – in terms of strategy, content and design. The focus is on authentic content from employees, which they share via their own social profiles on networks such as LinkedIn or Instagram. Surveys show that their insights are perceived by applicants as particularly trustworthy.

“With the realignment of our employer branding, we are focusing on authenticity. TUI employees give real insights into their work at TUI. Our colleagues were involved in the redesign from the very beginning. The employer branding is directed both internally and externally. We use it to address potential new employees as well as our own colleagues. It conveys in an authentic and accessible way what it's like to work for TUI,” says Lena Weber, Head of Global Talent Attraction at TUI Group.

The newly designed employer branding is launched in a video that is based entirely on colleague-generated content: It solely contains self-recorded videos of TUI colleagues - including airline crews, teams in hotels, travel representatives in the holiday destinations and head office teams. TUI is also launching an ambassador programme for employees to provide ongoing insights into their works. Today, out of TUI’s 61,000 employees more than 26,000 are present on LinkedIn. TUI has an already established Social Media training programme to support employees to communicate effectively on platforms such as LinkedIn. Since 2019, more than 2,000 employees have taken part.

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The slogan “Let's TUI it” is an integral part of TUI’s new employer brand. It sums up what working in one of the leading tourism companies is all about: creating unique experiences for travellers, having fun as part of a team, taking the initiative on the job to solve problems, and great flexibility in terms of one's own career, place of work and working hours. These aspects were fed back by employees in an internal survey as the defining characteristics of working at TUI.

TUI worked closely with the agency MSL UK on developing the concept for the new employer branding.

More information can be found here.

About TUI Group

The TUI Group is one of the world's leading tourism groups and operates worldwide. The Group is headquartered in Germany. TUI shares are listed in the MDAX index of the Frankfurt Stock Exchange and in the regulated market of the Lower Saxony Stock Exchange in Hanover. TUI Group offers its 19 million customers integrated services from a single source and forms the entire tourism value chain under one roof. The Group owns over 400 hotels and resorts with premium brands such as RIU, TUI Blue and Robinson and 17 cruise ships, ranging from the MS Europa and MS Europa 2 in the luxury class and expedition ships in the HANSEATIC class to the Mein Schiff fleet of TUI Cruises and cruise ships operated by Marella Cruises in the UK. The Group also includes Europe's leading tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with more than 130 modern medium- and long-haul aircraft and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises via successful joint ventures and activities in vacation destinations, TUI is increasingly focusing on the expansion of digital platforms. The Group is transforming itself into a global tourism platform company.  

Global responsibility for sustainable economic, environmental and social action is at the heart of our corporate culture. With projects in 25 countries, the TUI Care Foundation initiated by TUI focuses on the positive effects of tourism, on education and training and on strengthening environmental and social standards. In this way, it supports the development of vacation destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.

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