The goal of this article is to discuss the significance of human capital in the process of building the strategy of social responsibility and the role of personnel marketing in the process. Dynamically changing social environment has enforced a new way of looking at non-material resources. Organizations have understood that it is human capital and social competences that have a significant impact on the creation of an organization’s value, generating profits, as well as gaining competitive advantage in the 21st century. Personnel marketing is now a key element in the process of implementation of the CSR concept and building the value of contemporary organizations, especially such unique organizations as scientific units. In this article you will find a discussion concerning the basic values regarded as crucial by the Central Mining Institute in the context of their significance for the paradigm of social responsibility. Such an analysis was carried out on the basis of the experiences of Central Mining Institute (GIG) in the development of strategic CSR, which takes into consideration the specific character of the Institute as a scientific unit.