Does brand value influence attitudes towards careers in shared service companies? A study of students in the Czech Republic

Abstract

Business service centers represent a growing market in the Czech Republic with the emergence of new companies annually. A number of Fortune 500 companies have already established their centers in the Czech Republic. With the need to attract high-quality candidates, centers compete with each other through various attraction and retention schemes. Companies attract potential employees in many ways including brand development and value. Out of 1283 respondents, a correspondence analysis is carried out to ascertain the suitability of the variables for analysis. The t-test is adopted to determine the acceptability or otherwise of hypothesis stated in the paper. The findings portray that students in the Czech Republic who are very familiar with a company will be willing to work in that company. The results further indicate that the unawareness of a company does not show the non-willingness to work in such a company. Brand value also plays a pivotal role in the attitudes of students in the Czech Republic towards careers in the shared service companies, hence the higher the value, the higher the willingness.