Appropriately addressing qualified graduates and young professionals of Generation Z and retaining them is a vital competitive advantage of personnel intensive organizations. Due to demographic change and the declining attractiveness of the financial sector, it is becoming increasingly difficult for financial institutions to attract these urgently needed young professionals. This thesis therefore addresses the composition of an employer branding concept for Steiermärkische Bank und Sparkassen AG. The concept focuses in particular on social media communication for Generation Z. The theory part discusses the generations, with a special focus on external employer branding communication for Generation Z. This is followed by a presentation of social media employer branding communication for Generation Z, and a discussion of the general fundamentals of an employer branding concept. Various arguments for a digitally based social media employer branding concept for Generation Z are outlined. In addition, Generation Z is specifically addressed as workforce in the banking sector. In the practical part, social media communication measures of Steiermärkische Bank und Sparkassen AG are analyzed. Moreover, a primary scientific study delivered valuable insights into the employer preferences, the perception, as well as the communication behavior of Generation Z. The findings from literature and the individual analyses have formed the basis for a unified communication concept. Besides concrete measures, the concept also contains recommendations for implementation and monitoring. Ultimately, the concept is intended to support Steiermärkische Bank und Sparkassen AG in presenting itself as an attractive employer for Generation Z on social media.