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

by Samuel Pordengerg Mar 22, 2023 News
“Colleague-Generated Content”: TUI

  • 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

After three years of the corona epidemic, tourism is back. The people want to travel and that's why the company is increasing teams. There are over a thousand vacancies in holiday destinations and the source markets of the tour operators. TUI is updating its employer branding due to this background. The focus is on authentic content from employees which they share on their own social profiles. They are seen as particularly trustworthy by surveys.

We are focused on authenticity with the realignment of our employer branding. Employees give feedback on their work at the company. From the beginning, our colleagues were involved. Both internal and external branding of the employer is done. Potential new employees and our own colleagues are addressed by it. It shows what it's like to work for the group in a way that's easy to understand.

The newly designed employer branding is launched in a video that is based entirely on colleague-generated content. The ambassador programme will give employees ongoing insight into their work. Out of the 61,000 employees at the company, more than 25 thousand are on the professional networking site. The social media training programme is already established by the company. More than 2000 employees have participated.

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The slogan is an important part of the employer brand. Working in a tourism company 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 and place of work. These aspects were fed back by employees in an internal survey.

The concept for the new employer branding was developed by the agencies.

You can find more information here.

The group is a leader in tourism. The group's headquarters are in Germany. The company's shares are listed on the regulated market of the Hanover Stock Exchange and on the open market of the Frankfurt Stock Exchange. The group has 21 million customers and offers integrated services.

Under one roof, the entire tourism value chain can be found. There are over 400 hotels and resorts with premium brands such as RIU, TUI Blue and Robinson, as well as 16 cruise ships from theMSEuropa and theMSEuropa 2 in the luxury class and expedition ships. Leading tour operator brands and online marketing platforms across Europe are included in the Group. In addition to expanding its core business with hotels, cruises, successful joint ventures and activities in holiday destinations, the company is also focusing on the expansion of digital platforms. The group is changing into a digital company

Corporate culture is based on global responsibility for sustainable economic, ecological and social action. The positive effects of tourism, on education and training, and on strengthening environmental and social standards with projects in 25 countries are some of the things the TUI Care Foundation is focused on. Holiday destinations are supported in their development by it.