“…Understanding these links, companies develop the employer brand in different directions, trying to strengthen corporate identity, form strong relationships with staff, and improve their image as a potential employer. Among such efforts are those aimed at eliminating discrimination, in particular gender discrimination (Hedija & Němec, 2021), which significantly reduces employee loyalty and worsens the performance of organizations (Bilan et al, 2020;Gallo et al, 2021); at taking into account gender differences in the perception of the strategy of organizations, in particular, on sustainable development and corporate social responsibility (Kumar et al, 2021;Rzemieniak & Wawer, 2021); at using social media to maintain a positive image of the organization and interaction with applicants of certain age groups (Mičík & Mičudová, 2018); at implementing vocational training programs within the compensation and benefits package for employees (Samoliuk et al, 2021); at emphasizing certain EB components, taking into account the differences in the perception of the company by its potential customers and employees, e.g., special strategies for small and medium-sized enterprises (Bite & Konczos-Szombathelyi, 2020;Monteiro et al, 2020) etc. Among the useful consequences of EB development are, in particular, a positive relationship between engagement, employer brand, perceived organizational support, and internal communication satisfaction (Verčič, 2021).…”