“Heart and Mind”: Employer Branding at Carl Zeiss
- Carl Zeiss AG is a global leader in the field of optics and optoelectronics. With over 24,000 employees, it generates a turnover of some EUR 4.2 billion (2011).
- Highly qualified workers are the foundation of Carl Zeiss’ success – at the moment it also succeeds in convincing other companies of this.
- Carl Zeiss is well positioned with its physicists and engineers in particular.
- In order to maintain and extend this position long-term, Carl Zeiss wants to systematically develop and establish a sustainable employer brand.