The increasingly intense competition in organisations means that they have to develop strategies to differentiate themselves. One of these strategies consists of using internal communication to improve the company’s attractiveness to outside talent and increase its attractiveness to its existing employees. However, this relationship still needs to be studied in the existing literature. This review aims to find and understand the main recommendations to be used in internal communication to improve employer branding. Nine open access scientific articles published between 2013 and 2023 on Scopus and Web of Science, written in English, met the inclusion criteria. Internal communication has been proven to play a crucial role in employer branding. The review presents a series of guidelines that can be incorporated into internal communication to strengthen the employer brand. These relate to communication qualities, knowing how to listen to and respect employees, maintaining responsiveness, providing feedback and the flow of company-related information, and choosing the appropriate communication channels. This study contributes to the ongoing scientific community by summarising and exploring the literature from the past decade. Its findings enhance our understanding of this field of study and strongly advocate for future research.

Tourism industry prospects are presented by digital marketing and consumer travel behaviour changes. Given this fact, digital content marketing (DCM) assumes greater significance for enhancing social media user engagement. Providing valuable and relevant information that differentiates the company and catches the consumers' attention has been one of the current challenges in this area. The wide availability of information on the Internet changes how consumers engage with it. Therefore, creating and disseminating educational and pertinent content is now mandatory. To ensure the effectiveness of the process, it is crucial to understand with whom, how, when, and where communication will be carried out. Thus, tourism organisations must offer targeted, tailored, and appealing information to interest customers more about the destinations. Social media is a commonly used strategy for tourism promotion initiatives, where User Generated Content (UGC) has emerged as one of the most popular means to achieve this goal. “Turismo Centro de Portugal” is responsible for publicizing the Centre region of Portugal, including cities such as Coimbra, Aveiro, Viseu, and Leiria. Turismo Centro de Portugal has won several communication-related awards, having already been recognized internationally for its advertising campaigns. Numerous studies analyzing user-generated content and digital content are available, but they invariably look at businesses rather than tourism-related institutions. Hence, conducting a study to identify follower engagement and involvement in digital content marketing posts versus user-generated content posts applied to the Turismo Centro de Portugal was considered pertinent. For this purpose, a qualitative analysis of the existing content and its results on Turismo Centro de Portugal's Facebook page was developed based on a social media content analysis framework adapted from other authors. The results revealed the importance of using user-generated content in a social media communication strategy for tourism organisations.

Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.