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A practical project, a tour operator and a suitcase full of insights

January 14, 2022

“You have to travel to learn.” is an old saying by Mark Twain that can be applied to this year’s practice project: A cooperation with the tour operator TUI Austria enriched the (method) suitcase of the Master students with numerous employer branding insights.

“Boarding Completed” was the motto at the kick-off of the PE practice project with TUI Austria in September 2021, followed by a challenging and eventful journey to which the students of the Master’s program in Organizational and Human Resources Development were invited. The focus was on developing employer branding measures that position TUI Austria GmbH as an authentic and attractive employer and address specific target groups.

After a total of 15 expert interviews, 4 focus groups, 6 benchmarking and numerous document analyses, the students presented a wealth of recommendations to TUI Austria representatives in December 2021. Among other things, new job titles, ideas in the area of social media presence, podcast and storytelling potentials as well as internal marketing initiatives were shown and highlighted. This was followed by a lively exchange and virtual applause from Denise Mach (Learning & Development), Markus Ebner (Director of Finance & Administration) and Jasmin Schiefer (Teamlead Trading & Trading Sales).

“Even before the pandemic, the topic of employer branding was enormously important for TUI. It was therefore particularly valuable for us to take the opportunity to develop ideas and innovative approaches together with the students of the HRO Master’s program,” says Denise Mach. “As a former graduate, I was particularly pleased to work together with students on new strategies on this exciting topic and thus also give them an insight into practice. True to the motto from practice for practice – I am very much looking forward to implementing the results!”.