Tourism company TUI is updating its employer branding strategy, content and design to attract new employees as travel picks up again after the Covid-19 pandemic. The company currently has around 950 vacancies in holiday destinations and its tour operators’ source markets. The focus of the strategy is on authentic content generated by employees, which is shared on social media sites such as LinkedIn and Instagram. A new video highlights colleague-generated content, and the company is launching an ambassador programme to provide ongoing insights into employees’ work. TUI also has an established social media training programme for employees.