Should Handshake prioritize increasing employer job postings or improving student profile completion rates on its platform?

Introduction

The trade-off between increasing employer job postings and improving student profile completion rates on Handshake's platform is a critical decision that could significantly impact the platform's growth and user engagement. This scenario highlights the classic two-sided marketplace challenge of balancing supply and demand. I'll analyze this trade-off by examining the product ecosystem, potential impacts, key metrics, and experimental approaches to make an informed recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm assuming Handshake is facing growth challenges. Is this correct, and if so, what specific areas are underperforming?

Why it matters: Helps focus the analysis on the most pressing issues Expected answer: Yes, with slower growth in job applications Impact: Would prioritize solutions that directly boost application rates

• Business model: I believe Handshake generates revenue from employers. Can you confirm if this is through job postings, premium features, or both?

Why it matters: Informs which side of the marketplace to prioritize for immediate revenue impact Expected answer: Revenue primarily from employer job postings and premium features Impact: Would lean towards increasing employer engagement if confirmed

• User segments: Are we seeing differences in profile completion rates or job posting engagement across specific industries or student majors?

Why it matters: Identifies potential targeted interventions Expected answer: Lower completion rates in certain majors, less engagement from some industries Impact: Would suggest tailored strategies for different segments

• Technical feasibility: What's our current capability to implement personalized prompts or AI-driven profile suggestions for students?

Why it matters: Determines the viability of advanced profile completion strategies Expected answer: Basic personalization possible, advanced AI features in development Impact: Would influence the complexity and timeline of profile improvement initiatives

• Resource allocation: How are our product and engineering teams currently split between employer and student-facing features?

Why it matters: Assesses our ability to execute on either option without significant reallocation Expected answer: 60% employer-focused, 40% student-focused Impact: Would inform the feasibility and timeline of implementing changes on either side