Recruiting on character for TUI
Two distinct profiles - but only room for one campaign.
The challenge
TUI Belgium urgently needed to recruit for two very different roles: 150 Cabin Crew members and 125 Hotel Reps. Two distinct profiles - but only room for one campaign, both budget-wise and practically. Digital out-of-home (DOOH) also had to be a fixed part of the media mix.
The analysis
Applications weren’t the issue, quality was. Too many candidates dropped out during the selection process because they didn’t meet the basic requirements. The success rate was only 1 in 15.
Previous campaigns mainly sold the dream - travel, sunshine, adventure - but failed to show what it really takes to work at TUI. The result? A wide audience with few real matches.
Previous campaigns failed to show what it really takes to work at TUI.
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The approach
Instead of selling a dream, we flipped the story - and started challenging candidates. Because while Cabin Crew and Hotel Rep may sound like dream jobs, they actually require a strong mix of character, flexibility, customer focus and stress resilience. In short: you need to be made of the right stuff.
Aspect ratio: 7/3
"Do you have what it takes?"
TUI’s own manifesto highlights the versatility of these roles. That became our foundation: we didn’t focus on the job description, but on the person behind it. Who are you? And do you really fit with TUI?
Our market research revealed that both target groups were surprisingly similar in demographics and attitude. That meant we could engage them through one strong campaign. Benchmarking confirmed that most employer branding in the sector was quite generic, so we took a different approach: recruiting on character. We captured the essential traits on film and built the campaign around one central question: “Do you have what it takes?” A direct, confident challenge to candidates who recognised themselves in TUI’s values.
The campaign came to life through online videos, DOOH screens, cinema spots and a dedicated landing page. All footage was shot on smartphones - fully aligned with TUI’s strict visual guidelines, and perfectly within budget.
Aspect ratio: 6/5
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Aspect ratio: 7/3
The result
Although we didn’t have direct access to conversion data (QR tracking was managed internally by TUI), all indicators - and the team’s feedback - pointed to success. The internal response was overwhelmingly positive, the campaign stood out, and most importantly: it delivered the right candidates. More than ever, TUI saw applicants who truly matched the required profile. And with every position filled, Belgium can head into summer ready for take-off.
"Do you have what it takes?"
Aspect ratio: 4 / 5
