The efficient use and distribution of resources determine the effectiveness of the company. Human resources are the companys main resource, so the problem of their optimal use is the most important. This article provides a model for creating and promoting the HR brand, identifies key elements, and describes their modification for various circumstances, such as creating a new organization, and adjusting the reputation of an existing company. In addition, we present some methods to solve problems that arise in the way of building a human resources brand for the company. This not only shows the importance, but also the relative universality of the proposed model.