Purpose This study aims to develop an integrative framework that embeds selected Sustainable Development Goals (SDGs), notably SDG 5, SDG 8, SDG 10 and SDG 13, with diversity, equity, inclusion and belonging (DEIB) principles into employer branding (EB) to enhance the attraction and retention of Generation Z talent. The study focuses on the Global South, where demographic pressures, institutional constraints and rising youth expectations heighten the need for values-driven employer strategies. Design/methodology/approach The paper adopts a structured conceptual methodology, drawing on a narrative synthesis of peer-reviewed research, United Nations policy guidance and recent industry studies. The analysis integrates insights from sustainable human resource management (HRM), DEIB, EB and generational theory to derive a multi-level framework linking SDG–DEIB commitments with human resources (HR) systems, employer value proposition design and employer–brand communication. Findings Existing organisational approaches to sustainability and inclusion remain fragmented, limiting employer credibility among Gen Z. The proposed framework specifies how integrated SDG–DEIB strategies can strengthen trust, belonging and employer attractiveness, particularly in emerging labour markets. Research limitations/implications The paper is conceptual and relies on secondary sources; empirical testing is recommended to validate and extend the framework. Originality/value The study moves beyond traditional corporate social responsibility (CSR)- or environmental, social, and governance (ESG)-based models by articulating a unified, values-centred employer-branding approach grounded in SDG and DEIB integration and tailored to Generation Z.
Nagre et al. (2026) studied this question.