How would you define the success of Handshake's employer messaging feature?

Introduction

Defining the success of Handshake's employer messaging feature requires a comprehensive approach that considers multiple stakeholders and metrics. To address this product success metrics challenge effectively, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Handshake's employer messaging feature is a communication tool within the larger Handshake platform, designed to facilitate direct interactions between employers and potential job candidates, typically college students and recent graduates. This feature is crucial for Handshake's mission of democratizing opportunity and helping students build their careers.

Key stakeholders include:

1. Employers: Seeking to efficiently connect with qualified candidates
2. Students: Looking for job opportunities and insights into potential employers
3. Universities: Aiming to improve student placement rates and employer relationships
4. Handshake: Focused on platform engagement and user satisfaction

User flow:

1. Employer identifies potential candidates through Handshake's search or recommendation features
2. Employer initiates a message to selected candidates
3. Students receive and respond to messages, potentially leading to further discussions or interviews
4. Ongoing communication can occur within the platform

This feature aligns with Handshake's broader strategy of creating meaningful connections between employers and students, differentiating itself from general job boards by focusing on early-career opportunities and campus recruiting.

Compared to competitors like LinkedIn or Indeed, Handshake's messaging feature is more tailored to the early-career market, with a focus on campus recruiting and entry-level positions.

Product Lifecycle Stage: Growth - The feature is established but still has significant room for expansion and improvement in terms of user adoption and functionality.