Micro, small, and often medium-sized companies do not have a separate department for human resources management, nor do they have employed experts in the field of psychology who would participate in the recruitment and selection of new employees, the development of existing employees and the definition of compensation policies. Entrepreneurs match the knowledge and skills of employees with the needs of the company in order to achieve goals together. Enterprises advance to human resources management by employing persons or persons in charge of the above-mentioned function, and it is possible to employ external associates. Human resource management improves care for individual employee well-being and organizational performance. Through a graduate thesis, the key activities of human resources management were elaborated, namely planning, developing and maintaining human resources. Company branding is one of the trends whose importance is emphasized through work and is most often associated with attracting potential candidates to employers due to its strong influence on the number of job applications sent to employers. The paper compared and critically analyzed the relationship: recommendations contained in professional HR books and their application, expectations of future employees from employers and expectations of employers from employees, the importance of company branding and its application on the example of a company. The surveyed employees and future employers are largely in line with expectations. Company branding is a term that has appeared since 1990, and as a trend in domestic business, it appeared recently and is still in the process of being presented to companies.