The key thing is don't use abrasive stuff like baking soda with a sponge - if you start scrubbing inside, you risk scratching the heating element or the water level sensor. And don't pour bleach or aggressive "cleaning chemicals" into the kettle - you'll be dealing with the smell and taste for ages afterward.
Vinegar is definitely stronger than citric acid, but there's another tried-and-true method that works for stubborn old limescale: pour two tablespoons of citric acid into the kettle, fill it to the top with water, and let it sit overnight without boiling. The acid will gradually soften the buildup, and then you just need to boil it. This method is gentler than prolonged boiling and easier on electrical appliances. After soaking overnight, the limescale usually comes off almost completely.
As for prevention - try changing the water in your kettle every day, even if you haven't used it all. Stagnant water causes minerals to accumulate. If your water is particularly hard, it makes sense to do a preventative boil with citric acid once every two weeks so you don't let it get to a critical point. That way your kettle lasts longer and heats properly.