How Bosch is training the smartest minds

In the race to secure the best digital talent, Bosch is setting up the “Digital Talent Academy” in Brazil. It trains young people in areas such as software development and artificial intelligence. For many of them, this represents a decisive step toward a different life.

The red logotype is already recognizable from the freeway. Huge letters spelling out BOSCH adorn the main building of the Campinas location in Brazil. Nicolly Cristina Cruz Storoni had often driven past here with her mother. She had never imagined that she could ever work for the company with the red logo. But two years ago, her dream unexpectedly became reality. In July 2021, the then 17-year-old applied for a place at Bosch’s newly established Digital Talent Academy (DTA) in Campinas and prevailed over more than 2,000 candidates. She was among the top 18 who were offered a place in that year’s round of admissions.

Since summer 2021, Nicolly has been stu...