This study examines how accounting firms adapt their employer branding strategies to attract and retain Generation Z junior accountants. Previous research has highlighted the important role of employer branding in creating a strong brand that both attracts and retains employees, but industry-specific research in the accounting industry has been lacking. Generation Z, the latest generation to enter the workforce and accounting firms, has unique expectations and values compared to previous generations. These include a strong emphasis on flexibility, digitalization, personal and career development, and social justice.The study uses a qualitative method and is based on semi-structured interviews with seven representatives from Swedish accounting firms. Insights on internal and external employer branding strategies, as well as the Employer Value Proposition (EVP), are examined. The participants represented HR and Talent Acquisition departments, Employer Branding specialists, and business managers. Interviews were conducted mainly online but also face-to-face, supported by an interview guide. The results showed that accounting firms adapt internal elements such as development opportunities and employee support to the specific characteristics and expectations of Generation Z junior accountants. The external elements proved more difficult to adapt and were often considered to be indirectly adapted or general to all employees regardless of generation. The study identifies the Employer Value Proposition (EVP) as a key component to unify internal and external efforts and create a coherent and attractive employer brand. However, it was noted that the EVP indirectly appeals to Generation Z junior accountants, even without an explicit strategy.The study contributes theoretical insights aimed at providing further knowledge on employer branding from a generational perspective in the accounting industry, which has been lacking in previous research. The practical insights emphasize strategic recommendations for accounting firms that want to improve their practices to recruit and retain this specific generation of accountants. Finally, these insights contribute to accounting firms being able to gain a better understanding of the latest generation in the labor market and the necessary adjustment to junior accountants from this generation.