Potentialpark Rankings 2023: Germany
Presenting the best employers in digital Talent Communication!
The Potentialpark Ranking reflects the performance of employers across all topics included in the Potentialpark Study: Career Website, Applying Online, Social Media, and Professional Platforms.
| Rank | Employer brand | Difference from 2022 |
|---|---|---|
| 1 | Deutsche Telekom | 1 |
| 2 | Fresenius | -1 |
| 3 | KPMG | 3 |
| 4 | zeb | 6 |
| 5 | EY (Ernst & Young) | 2 |
| 6 | ams OSRAM | -2 |
| 7 | Deloitte | 4 |
| 8 | ERGO | -3 |
| 9 | MAHLE | 0 |
| 10 | OTTO | -7 |
See the full Potentialpark Ranking
| 11 | Continental | 1 |
| 12 | PwC | -4 |
| 13 | Capgemini Deutschland | 2 |
| 14 | Lidl | 5 |
| 15 | SAP | 6 |
| 16 | Hays | -2 |
| 17 | Bosch | 3 |
| 18 | thyssenkrupp | -2 |
| 19 | Infineon | -1 |
| 20 | BASF | -3 |
| 21 | Henkel | 1 |
| 22 | ALDI SÜD | 1 |
| 23 | Bayer | 1 |
| 24 | Allianz | 6 |
| 25 | AXA | 4 |
| 26 | Dräger | 18 |
| 27 | BMW | -2 |
| 28 | Kaufland | 27 |
| 29 | Roche | 14 |
| 30 | BCG | 16 |
| 31 | msg systems | 20 |
| 32 | DEKRA | 5 |
| 33 | Accenture | 26 |
| 34 | ProSiebenSat.1 Media | 31 |
| 35 | Dr. Oetker | 58 |
| 36 | Deutsche Bahn | 11 |
| 37 | TÜV NORD | -24 |
| 38 | Hubert Burda Media | 49 |
| 39 | Techniker Krankenkasse | 18 |
| 40 | STIHL | 5 |
| 41 | REWE Group | -14 |
| 42 | Union Investment | -9 |
| 43 | Evonik | 46 |
| 44 | RWE | 8 |
| 45 | Covestro | 21 |
| 46 | K+S | -8 |
| 47 | Gothaer | 9 |
| 48 | Rohde & Schwarz | 49 |
| 49 | Bain & Company | 30 |
| 50 | Deutsche Bank | 68 |
| 51 | Zalando | 22 |
| 52 | Tchibo | -17 |
| 53 | Trumpf | -19 |
| 54 | Roland Berger | 6 |
| 55 | Unilever | 47 |
| 56 | SCHOTT | 25 |
| 57 | PUMA | -3 |
| 58 | E.ON | 3 |
| 59 | Commerzbank | 13 |
| 60 | Peek & Cloppenburg | -28 |
| 61 | Lufthansa | 3 |
| 62 | Deutsche Apotheker- und Ärztebank | -34 |
| 63 | EnBW | -23 |
| 64 | Vodafone | 18 |
| 65 | Schneider Electric | 11 |
| 66 | ALTANA | -40 |
| 67 | DZ Bank | -18 |
| 68 | idealo | 28 |
| 69 | Hilti | -21 |
| 70 | lieferando.de | 67 |
| 71 | TÜV SÜD | -8 |
| 72 | BAUHAUS | 66 |
| 73 | Brose | -37 |
| 74 | TARGOBANK | -4 |
| 75 | Nestlé | -8 |
| 76 | Volkswagen | -45 |
| 77 | Deutsche Post DHL | 22 |
| 78 | TÜV Rheinland | -4 |
| 79 | Siemens | -2 |
| 80 | Delivery Hero | 3 |
| 81 | Airbus Group | 31 |
| 82 | Zurich | -7 |
| 83 | Schaeffler | 42 |
| 84 | TUI | -4 |
| 85 | Bundeswehr | New |
| 86 | Mars | -1 |
| 87 | McKinsey | 34 |
| 88 | GAUSELMANN | 35 |
| 89 | Reckitt | 17 |
| 90 | Bertrandt | 14 |
| 91 | Novartis | -7 |
| 92 | dm | -14 |
| 93 | CHECK24 | -54 |
| 94 | Rossmann | -52 |
| 95 | Universitätsklinikum Hamburg-Eppendorf | -27 |
| 96 | ZEISS | -8 |
| 97 | Vattenfall | -44 |
| 98 | ABB | 5 |
| 99 | Maschinenfabrik Reinhausen | 29 |
| 100 | Postbank | 10 |
| 101 | Wempe | 7 |
| 102 | adidas | -8 |
| 103 | DB Schenker | -11 |
| 104 | KfW | -54 |
| 105 | Beiersdorf | -14 |
| 106 | Audi | 16 |
| 107 | Voith | 8 |
| 108 | DATEV | 3 |
| 109 | DEVK | -51 |
| 110 | EDEKA | -39 |
| 111 | toom | -70 |
| 112 | HypoVereinsbank | -12 |
| 113 | L'Oréal | 7 |
| 114 | Paracelsus Kliniken | -16 |
| 115 | Klinikum Hannover | 1 |
| 116 | Gebr. Heinemann | -30 |
| 117 | Interhyp | 19 |
| 118 | Benteler | -17 |
| 119 | BSH Hausgeräte | -2 |
| 120 | Bertelsmann | -7 |
| 121 | Deutsche Börse Group | -7 |
| 122 | AOK | -32 |
| 123 | Merck | 7 |
| 124 | Boehringer Ingelheim | -19 |
| 125 | Aldi Nord | 1 |
| 126 | Porsche | -19 |
| 127 | Hugo Boss | 2 |
| 128 | Heraeus | -9 |
| 129 | Mercedes-Benz Group AG | -67 |
| 130 | Sanofi | -61 |
| 131 | Klinikum Dortmund | 3 |
| 132 | DAK-Gesundheit | -5 |
| 133 | Munich Re | -38 |
| 134 | hagebau | -25 |
| 135 | OBI | -4 |
| 136 | Hartmann | -12 |
| 137 | About You | -5 |
| 138 | Knorr-Bremse | 1 |
| 139 | C&A | -4 |
| 140 | Tesla | 0 |
Top 10 Career Websites
The Career Website Ranking shows the employers who are best at attracting, informing, and converting candidates with the right content.
| Rank | Employer brand | Difference from 2022 |
|---|---|---|
| 1 | PwC | 1 |
| 2 | Deutsche Telekom | -1 |
| 3 | zeb | 13 |
| 4 | EY (Ernst & Young) | 18 |
| 5 | ERGO | -2 |
| 6 | Deloitte | -1 |
| 7 | KPMG | -3 |
| 8 | OTTO | 1 |
| 9 | DEKRA | 1 |
| 10 | ams OSRAM | -4 |
Top 10 Online Applications
The Applying Online Ranking shows the employers with the most transparent application processes, best job search and functionality.
| Rank | Employer brand | Difference from 2022 |
|---|---|---|
| 1 | Fresenius | 0 |
| 2 | KPMG | 2 |
| 3 | ams OSRAM | 4 |
| 4 | OTTO | -1 |
| 5 | ERGO | 3 |
| 6 | Deutsche Telekom | 0 |
| 7 | zeb | 4 |
| 8 | TÜV NORD | -6 |
| 9 | Lidl | 11 |
| 10 | K+S | 9 |
Top 10 Social Media
The Social Media Ranking shows the employers with the best content mix across major social and professional networks such as: Facebook, Twitter, Instagram, YouTube, and Blogs.
Due to the introduction of the new category, Professional Platforms, the Social Media category has changed significantly too. This means we cannot include differences from last year for this category.
| Rank | Employer brand |
|---|---|
| 1 | Deutsche Telekom |
| 2 | Fresenius |
| 3 | EY (Ernst & Young) |
| 4 | Deloitte |
| 5 | SAP |
| 6 | Hays |
| 7 | KPMG |
| 8 | ams OSRAM |
| 9 | zeb |
| 10 | BMW |
Top 10 Professional Platforms
The Professional Platform Ranking shows employers who are successfully building their brand and actively engaging with talent on platforms like LinkedIn, Indeed and Glassdoor.
This is a new category and ranking in 2023 so there are no differences from last year available.
| Rank | Employer brand |
|---|---|
| 1 | Capgemini Deutschland |
| 2 | Kaufland |
| 3 | Lidl |
| 4 | MAHLE |
| 5 | idealo |
| 6 | KPMG |
| 7 | Dr. Oetker |
| 8 | Schneider Electric |
| 9 | zeb |
| 10 | Deutsche Post DHL |
Key facts about the Potentialpark Study 2023 in Germany
12 career channels evaluated
288 criteria considered
140 employers evaluated
3 575 responses on our survey
If you want to be included in our rankings, trends and benchmark analysis, or information about previous years rankings, fill in the interest form or contact: