The travel and tourism giant announced on Wednesday (22 March) that it will focus on using colleague-generated content for its recruitment campaigns, as employees’ feedback is perceived as more trustworthy by future applicants. 

“Employees give real insights into their work at Tui,” said head of global talent attraction Lena Weber. “It conveys in an authentic and accessible way what it’s like to work at Tui.”

Aimed at both prospective applicants and current employees, the new strategy was launched in a video solely made of self-recorded videos of Tui colleagues – including airline crew members as well as hotel staff and travel representatives. 

The group is also starting an employee ambassador programme as well as introducing a new slogan, ‘Let’s Tui it’. According to Tui, the new slogan sums up “what working in one of the leading tourism companies is all about.”

The announcement comes as Tui has ramped up its staff in the UK and overseas following the end of travel restrictions. In December, the group offered to cover cadets’ upfront costs as a way to entice more people to enter its pilot training scheme, while in April last year it offered 1,500 technology and e-commerce positions.