The article presents an analysis of the contemporary trends in personnel marketing as they pertain to the recruitment policy of the hotel and catering business. The problem of personnel marketing in the context of a staff shortage, decreased involvement of personnel, an increase in expenses, and a reduction in company costs is a valid concern. The study places particular emphasis on the pivotal benefits of personnel marketing, offering concise explanations of these advantages. It is suggested to distinguish the strategic and operational levels of personnel marketing in the hotel and catering business. The approaches that can be used in the hotel and catering business to increase the level of employee commitment are outlined. It is concluded that the effective application of personnel marketing in the hotel and catering business should include flexible and adaptable strategies, taking into account the specifics of the internal environment of the company, as well as the employees' requirements and expectations. The article can be useful for the personnel department of the company and marketers, who are engaged in promoting the brand of the company as a whole.