One year forced break and now back again? The travel industry had to deal with many challenges. The students of the Master’s program in Organizational and Human Resources Development now want to prove that employee recruitment and long-term employee retention at TUI Austria works even in times of crisis.
On September 9, 2021 the starting signal was given for the practical project of the Master’s program in Organizational & Human Resources Development with TUI Austria. With 50,000 employees worldwide, 500 of them in Austria, TUI is the largest tourism group in the world. Denise Mach (Learning & Development) and Markus Ebner (Director of Finance & Administration) from TUI Austria guided the students at the kick-off meeting through company content and background information on the topic of “Employer Branding at TUI”. The students are now challenged in six groups to develop an employer branding concept that positions TUI Austria GmbH as an authentic and attractive employer and addresses specific target groups.
Current challenges – a wide-ranging question
After the one-year forced break, the travel industry is ready to take off again. What is needed are new ideas and approaches to motivate employees to stay with the company in the long term. Challenges such as an unfavorable salary structure in the tourism sector need to be overcome through successful employer branding.
In the next two months, the students will be confronted with the task of working out a corresponding concept in small groups by means of literature research, the analysis of best practice examples, an investigation of current measures and other empirical methods, which will increasingly transport an attractive image of the company to the outside. “Think Travel – Think TUI” should also be understood and communicated to (potential) employees. An exciting journey begins.