1) The definition of "sheaf" as an étalé space was introduced by Cartan in his Seminar (following an original idea of Lazard) and developed by him and his students (Serre was one) in order to clarify Leray's original definition: see here for some context.
That definition was to be used by Bourbaki but since the corresponding chapter did not materialize, they gave Godement permission to use the preliminary draft he had written for an independent book (the one Mariano mentions).
The functor definition in Hartshorne's book was introduced by Grothendieck.
2) In the espace étalé vision, a sheaf over the topological space $X$ is by definition just a topological space $F$ endowed with a local homeomorphism $\pi: F\to X$.
This $\pi$ is the map used by Serre, which you were asking about.
3) If $Y\to X$ is an arbitrary continuous map and if $F$ is a sheaf on $X$, then the fiber product (=pull-back) $Y\times_XF\to Y$ in the category of all topological spaces endowed with its first projection to $Y$ is automayically a sheaf on $Y$, i.e. the map is demonstrably a local homeomorphism.
This sheaf is denoted by $f^{-1}(F)$.
Serre applies this general construction to the case $Y=X^h$, the holomorphization of the complex algebraic variety $X$ .
Of course there is an equivalence of categories, which respects pull-backs, between the espace étalé point of view and the functorial one.
If $\mathcal F$ is a functor-sheaf on $X$, the étalé-sheaf $F$ associated to it has as underlying set the pairs $(x,s_x)$ where $x$ is a point in $X$ and $s_x$ is the germ at $x$ of a section $s\in \mathcal F(U)$ of $\mathcal F$ over some open neighbourhood $U$ of $x$.
It is interesting to note that Hartshorne, who ostensibly eschews étalé spaces, actually uses them: his definition of the structure sheaf on an affine scheme is in terms of étalé spaces.
Since he may not use that concept, he unpacks the definition and translates the étalé terminology into an ad hoc construction .
The exact same analysis applies to his introduction of quasi-coherent sheaves on page 110.
The final irony is that Leray's definition was closer to the functor definition than to the étalé space definition (even though sections were defined on closed subsets of $X$ for Leray)
A mystery tale
In the first ever Séminaire Cartan (1948-49), Cartan gave a definition of sheaf in the exposés (12-17).
Cartan withdrew these 6 exposés in the second edition of that 1948-49 Séminaire and gave a new presentation of sheaf theory in the first exposé of the third, 1950-51, Séminaire: look here.
To my knowledge there is no trace in the world of the withdrawn exposés : rumour has it that Cartan destroyed all the copies of the first edition he could get hold of !