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


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.

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.

Leave A Comment

Leave a Reply

Your email address will not be published. Required fields are marked *