In Germany¿s aging population older people are retiring in record numbers while a young generation is entering the workforce. Therefore, companies must adapt to the changing expectations of the new generation in order to stay attractive as employers. Therefore, the interest in employer branding and the need for an optimized recruiting strategy is ever growing. In this publication Fridtjof Storde examines Generation Z. He analyses their characteristics, expectations, and differences regarding the previous Generation Y. How can companies attract young candidates from Generation Z? What are these young people looking for? The author develops suitable strategies of employer branding and recruiting that are specifically designed to attract this new generation. Keywords: - Generation Z; - Generation Y; - Employer Branding; - Recruiting; - Labour Market