3 million searches & 40,000 saves: how Flexa helped TUI attract more aligned talent in one year

Employer branding is central to our talent strategy at TUI. As a global travel company with a huge breadth of roles across many markets, functions and teams, it’s essential that we communicate a clear, authentic and compelling view of what life at TUI looks like to be attractive to the right talent. Our employer brand helps us stand out in a competitive landscape by highlighting what makes us unique, all backed up by internal and external research - our purpose of making people happy on holiday, our flexible ways of working, our team culture and feeling of fun and togetherness, and the opportunity to grow in an international environment and feel empowered to do so. Our employer branding strategy also supports retention by aligning employee expectations from the outset and highlighting to our current colleagues why TUI is a great place to work.

Visibility is critical. With such a wide variety of career paths across our teams, we need to ensure that the right people are seeing the right opportunities. That means being present on platforms where jobseekers are researching companies, showing up on social media, and working with partners like Flexa to reach like-minded candidates. There are still many misconceptions about working at TUI. We hear a lot that some people only associate us with travel agents in store or flying roles, when in reality we offer an incredible breadth of opportunities across multiple countries and business areas. From software engineers and UX designers to HR advisors and engineers, we have a role for everyone. The more visible we are, the more we can change those perceptions and show the world the full breadth of careers available at TUI.

Flexa has been a brilliant partner in helping us articulate and verify our approach to flexible working and being an inclusive business. As one of Flexa's verified employers and through our presence on Flexa's online platform, we can further establish ourselves as a flexible employer, and give transparency to candidates about what they can expect if they join TUI, especially around remote and hybrid working, inclusive benefits, and wellbeing support. We can also reach and attract candidates with the right skills who align with who we are and what we stand for and are actively looking for a flexible and inclusive workplace.

We look at a mix of qualitative and quantitative data to measure our employer brand. That includes employer attractiveness scores, social media engagement rates, click through rates, ENPS, careers site traffic, and application rates. Flexa has helped us broaden our reach and improve engagement, particularly with candidates who may not have previously considered TUI, including those looking for flexible roles or companies committed to inclusion. We've also seen an increase in inbound interest through Flexa’s platform, especially from candidates with specific expectations around work-life balance and values alignment.

It was a very smooth and insightful process. The verification helped us to understand what our colleagues felt about the flexibility and benefits we offer, and gave us helpful prompts to think about how we communicate and evolve our offering. It also gave us confidence that what we’re sharing with potential candidates is credible, clear and externally validated. It is reassuring to know all companies have to be verified before their company profiles are published with Flexa.

At TUI, we're building a culture where everyone truly belongs - that's what our 'Come As You Are' philosophy is all about. We're making this real through company-wide initiatives including working with AccessAble to conduct accessibility audits at some of our major global offices, launching a dedicated global disability inclusion project and partnering with Business Disability Forum to strengthen our strategy. Our Disability Employee Network Group and Neurodiversity Community Network are driving change, whilst new inclusive hiring practices and inclusion training are helping us ensure we're putting our principles into practice every day. We're also making sure our digital platforms and content reflect diverse experiences. By working with partners like Flexa, we're reaching more disabled and neurodivergent talent who might not have previously seen TUI as an option - because we know diversity makes us stronger.

We're a people business, and our culture is built around passion, trust and care for our customers and for each other. Our mindset is summarised by ‘Let's TUI it’ which describes our unwavering commitment to creating happiness and tackling challenges every day, together, with our positive, can-do attitude. Attracting candidates who align with these values and mindset means we’re more likely to create an engaged, motivated workforce that delivers great experiences for our customers. When our people feel connected to the purpose and values of the business, they thrive, and so do we as a company.