At the annual Employer Branding Awards 2024, TUI took home the award Employer branding company of the year, in competition with companies such as Atlas Copco, Essity and Stockholm City.

The prestigious award is presented by Universum, one of the most recognized employer branding specialists in the world, and is awarded to organizations that demonstrate a comprehensive and strategic commitment to their employer branding work. TUI is awarded the prize for using employees in communication in a ”smart, engaging and effective way” and for the employees ”both enjoy and stay for a long time.”

– Winning Employer Branding Company of the Year truly expresses the fantastic work that the teams at TUI have done. Our strategy is clear. It is thanks to our people that we drive success and that we are an attractive employer. We show this by highlighting our colleagues across TUI in our communications, says Marc Göranson-Svare, HR Manager at TUI in the Nordics.

Several key initiatives have led to TUI's success in employer branding. In 2023, the travel operator launched a new employee value proposition (EVP), “Let's TUI it”. TUI has also focused on highlighting authentic content on social channels that showcases employees, combined with highlighting the many benefits of working at TUI.

– Successful employer branding benefits our business because we can have much more efficient and shorter recruitment processes. We see that we have a strong attraction towards students, young professionals and senior professionals when we advertise vacancies at TUI. This is also noticeable in the quality of our candidates and that our new employees choose to stay at TUI, says Marc Göranson-Svare, HR Manager at TUI in the Nordics.

According to the press release.