Since 2003 Continental employees from many different areas have demonstrated commitment as ambassadors for the company, in addition to their regular employment. The aim of the ambassador program is to make Continental known worldwide as an attractive employer and to explain its diverse opportunities for training and development to attract qualified new staff to the company and retain them. Using company presentations, research projects, lectures and workshops at universities and institutions of higher education, approximately 500 employees in 20 countries initiate and shape the dialog between science and business. Strategic partnerships are thus formed between Continental and various scientific institutions and educational establishments. Over 200 universities have already been acquired for cooperations.

As part of the initiative, the "Continental Auto-Motivated Student Awards" are presented each year. The award is the corporation's recognition of the best student research projects in the electrical engineering department at the University of Karlsruhe.