Tui uses staff-generated content in recruitment drive

Tui Group is seeking to fill around 950 vacancies in holiday destinations and source markets by using a video based entirely on staff-generated content.

It contains self-recorded films of Tui personnel, including airline crews, teams in hotels, resort reps and head office teams.

Using the slogan ‘Let’s Tui it’, the company also aims to highlight what working for Tui is like via an ambassador programme for employees to provide ongoing insights into their jobs and updated employer branding.

More than 26,000 of Tui’s 61,000 staff are on LinkedIn and the company wants to focus on authentic content from employees, which they share via their own profiles on social networks such as Instagram.

Surveys show that their insights are perceived by applicants as particularly trustworthy, according to the group

Aspects fed back by employees in an internal survey as the defining characteristics of working at Tui included 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

Head of global talent attraction Lena Weber said: “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.”

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