Well, if you reverse the zeners it will work in principle. In practice, not so well. The problem is that zeners come with a tolerance, with about 5% as the norm. So your nominal 5.6 zeners, which drop a total of 11.2 volts, could produce a "real" voltage of anywhere from 11 to 12.2 volts. The larger voltage, obviously, will not provide good regulation, and the lower voltage will draw more current from the supply and dissipate more power in the resistor.
Rather worse is the effect of that 100 ohm dropping resistor. Since all your op amp current flows through it, any current at all will affect the supply voltages, and this is a recipe for your op amps oscillating. A total of 10 mA, for instance, will drop 1 volt in the resistor and the zeners will be completely ineffective.
A better virtual ground circuit would be something like

simulate this circuit – Schematic created using CircuitLab
For the transistors shown, a virtual ground current of about +/- 50 mA seems reasonable, which is about 300 mW in the affected transistor.
As opposed to using a regulator (which is also an option), this will keep the virtual ground centered between the power supply + and -, which you may find preferable.