Carl Zeiss

HR Strategy

“Heart and Mind”: Employer Branding at Carl Zeiss

Initial situation:

  • 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.

Wacker Factsheet


  • Target groups that are complex and sought after on the job market (i.a. physicists, scientists, engineers)
  • Products require in-depth explanation (business-to-business, hi-tech)
  • International positioning: i.a. China, USA
  • Integration of currently active projects into the employer brand

Approach and Services of Promerit AG:

Promerit AG holistically supported the development an employer brand, from strategy to implementation.

In cooperation with the Carl Zeiss project team and the RTS Rieger team as its creative agency, the following services were rendered:

  • Carrying out of online surveys, interviews and focus groups with applicants, employees, managers and HR representatives
  • Development of employer positioning / employer value proposition based on analysis results
  • Conception of a brand book as a basis for all Carl Zeiss employer branding activities
  • Safe-guarding the creative realisation by keeping a good check on events together with the implementing agency
  • Guiding the project coordination within internal corporate bodies
  • Development of an analysis and concept procedure for the employer brand’s international adaptation
  • Further development of the employer brand to apply to the career website, social media and within the internal communication

Project results:

  • Attractive HR marketing appearance, fully integrated into the Carl Zeiss brand communication
  • Authentic with both internally and externally accepted employer positioning
  • Basic material delivered for all recruiting processes, complete templates for employment and image ads, brochures, e-recruiting, trade fair exhibitions, internal communication, social media etc.
  • Tool kit for further international adaptation

other cases