What caused the sudden 30% decrease in new employer sign-ups on Handshake's platform last week?

Introduction

The sudden 30% decrease in new employer sign-ups on Handshake's platform last week is a critical issue that demands immediate attention. This significant drop could have far-reaching implications for Handshake's business model and user ecosystem. I'll approach this problem systematically, focusing on identifying potential root causes, validating hypotheses, and developing both short-term and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal factor at play. Is this decrease unusual for this time of year compared to historical data?

Why it matters: Seasonal trends could explain the drop and inform our solution approach. Expected answer: This decrease is abnormal for the season. Impact on approach: If seasonal, we'd focus on improving off-season engagement; if not, we'd investigate recent changes or external factors.

• Considering the specificity of the metric, I'm wondering about the definition of "new employer sign-ups." Has there been any recent change in how this metric is calculated or tracked?

Why it matters: Ensures we're addressing a real issue and not a data anomaly. Expected answer: No changes in metric definition or tracking. Impact on approach: If changed, we'd focus on data consistency; if not, we'd look at actual sign-up barriers.

• Given the sudden nature of the drop, I'm curious about any recent product or system changes. Have there been any significant updates to the employer sign-up process in the last few weeks?

Why it matters: Recent changes could directly impact sign-up rates. Expected answer: A minor update to the sign-up form was implemented two weeks ago. Impact on approach: If changes occurred, we'd scrutinize their impact; if not, we'd look at external factors or gradual trends.

• Thinking about user segments, I'm wondering if this decrease is uniform across all employer types or concentrated in specific industries or company sizes?

Why it matters: Helps identify if the issue is global or specific to certain user groups. Expected answer: The decrease is more pronounced among small businesses and startups. Impact on approach: If segmented, we'd tailor solutions to affected groups; if uniform, we'd look at platform-wide issues.