F&B service, together with Vietnam economy, has thrived in recent decades with many impressive achievements. This sector has had many strengths supporting the success yet still remained some weaknesses and threats that should be faced and improved. For service industry in general and F&B service in particular, building an influencing brand image is very important to attract more customers, which can be implemented through the human element. Therefore, the thesis will analyze the HRM-related theory, the overall situation of F&B service in Vietnam, which will be the basement for many open opportunities of brand image improvement that the F&B businesses can obtain for applying HRM and HR policies, through Employer branding. The author will also give several hints and recommendations to help F&B businesses in Vietnam develop their own brand image, as well as leverage the position of the sector in the market. Mainly in the report, literature from professional books/journals, data and figures from reliable sources and practical case from the interview will be optimized to interpret the issue in the most coherent way.