This paper investigates how social media can be used for employer branding to attract Generation Z apprentices in Austria. Based on ten expert interviews, it shows that social media is perceived as highly suitable for raising awareness and generating interest in this group, particularly in the early stages of the employer selection process. Engaging content, often co-created with current apprentices, and continuous optimization are key for success. However, social media alone is not effective in convincing potential candidates, because it lacks authentic personal interaction. To maximise employer branding success, social media, therefore, must be integrated into a broader communication strategy.