Taking one look at TUI’s careers page, it doesn’t take long to understand why they are one of the largest and most recognised tourism companies in the world.
But the adjectives ‘largest’ and ‘recognised’ don’t always mean attractive. In fact, quite the opposite most of the time. The bigger the organisation, the less valuable and visible the employee, right?
With 65,000 employees worldwide, this is a hell of a challenge for TUI to address. But fair play to them with this video, made possible through the voices of their people all around the globe. The whole intention is to connect with each other by their individual vlogs and all be under one roof for a day…figuratively speaking. It is so perfect and brilliant for a huge travel company.
The message is as clear as day.
It could have, and probably would have, been far easier for the TUI bosses to do this the traditional way.
But, instead of the bosses hiring a professional production company to come in and shoot them in 4K while they tell the viewer what it’s like to work for the company, they want to show it.
And it’s shown through the people who matter most — using only their smartphones. It’s raw, it’s real, it’s unapologetically authentic.
What I appreciate further is that this clearly wasn’t random, improvised, or a happy accident in any way. Sure, it wasn’t scripted either — but it was definitely planned, structured, and executed with aplomb. Someone led the project, and briefed the employees around the world what the concept of the video is…and then left the rest up to them.
Admittedly, the polished edit does look as if it was handled by a professional (or at least someone in house with post-production skills), but the content wasn’t…
The content was employee-generated.