In a world characterized by a constantly changing labor market through increased globalization and great digitalization opportunities, organizations face major challenges to attract and retain the right skills. The public sector, especially, faces major challenges with competence supply. In 2030, Generation Z will make up a third of Sweden's labor market. Hence, it is important that organizations work to strengthen their employer brand to attract the next generation to the public sector. The overall aim of this study is to investigate how public organizations should design their employer branding to attract Generation Z. The question of interest is which attributes Generation Z values in a future employer. The study used qualitative methods with semi-structured interviews. The sample consisted of three people working with employer branding in public organizations and three of last year's students belonging to Generation Z. The results of the study indicate that Generation Z value work-life balance, organizational culture, a meaningful work, salary, and development opportunities in a future employer. In conclusion, organizations within the public sector should apply these attributes in the design of their employer branding in order to attract Generation Z.