The paper analyses how modern public spaces with a good digital infrastructure and professional communities influenced life in a particular area. The idea of community building goes beyond the spaces created for it: nowadays companies can form their own clusters around themselves as part of marketing plans. The growth in the number of companies from the IT industry makes it clear that such innovations can benefit not only employees but also local residents. The purpose of this paper is to examine how companies can develop ecosystems by involving new employees to a particular territory. Online-banking sector was chosen as the study area, because now it is undergoing changes within the digital economy. The authors studied the specifics of HR-branding of the IT companies, how hiring developers in offices in different territories can lead to the formation of local "professional"ecosystems that affect the appearance of the area and the development of a company's HR-brand.