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Careers in travel and tourism: Uniform employer branding for TUI

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HANOVER – TUI will use illustrations surrounding the future of travel to attract new employees and appear consistent as an employer for the current 67.000 employees. The redesigned employer branding campaign presents TUI Group as an ideal employer for all those wishing to reinvent travel. The motto of the new campaign: It/s our people that make us number one. The new concept focuses in particular on digitalisation. A special focus was placed on the subject of digitalization in the new concept.

Sybille Rei, Human Resources Director TUI Deutschland, is TUI Group’s HR director in charge of the new employer branding campaign. “Today we are the world’s leading tourism group. Highly motivated and qualified employees have made us who we are: Number one within the travel industry. The new campaign reflects the performance but also intends to motivate future challenges, especially in the field of digitization. Therefore we also want to target new colleagues from areas, which perhaps did not have us as a potential employer in mind yet. The new branding also ensures a uniform and up-to-date approach to addressing potential applicants for all other vacancies.”

The new employer branding campaign will be rolled out in 14 European markets by the end of the current financial year, starting in Germany. All channels through which potential applicants may inform themselves about TUI Group vacancies have consistently changed to the new branding. Apart from classical job advertisements in newspapers or magazines, these channels also include posters, social ads for Xing or Linked and Facebook. And, of course, the website has also been redesigned.

“I am delighted that we now have a consistent employer branding across all markets, in line with the rebranding of our master brand. On the digitalisation path, TUI offers great scope for action for digital experts. This is the focus of our new employer branding campaign. Uniform employer branding in all markets is a clear signal to potential applicants and existing employees that they are pursuing their professional career at the world’s number one tourism group,” said Erik Friemuth, Group Chief Marketing Officer TUI Group.

The renowned creative agency Kolle Rebbe has implemented the concept and developed a toolbox for all markets. For the time being, 19 motives are available, covering the different job profiles with the organisation.

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