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Modern companies can’t ignore the infl uence of external factors on policies in human resources management, which includes supply and demand in the labor market. The obvious interest of the organization’s leaders in attracting the most skilled workers can be implemented by means of personnel marketing technology, namely through the establishment and development of HR-brand.The article describes the features of the creation of HR-brand in the current economic conditions. The article presents the modern understanding of HR-branding, its main objectives and usual mistakes in putting it into practice.The article describes the benefi ts of using contextual advertising when creating an HR-brand.Examples of the creation and development of successful HR-brand among foreign and Russian companies are provided along with cases of contextual advertising practicesto improve HR-brand.The analysis of the prospects of expanding the use of contextual advertising in HR-branding suggests the formation of new trends in personnel management in coming decades.