Audiences

Handshake has 3 audiences:

• We’re experts for students.
• We’re advisors for education partners.
• We’re professional partners to employers.

While our voice stays the same, we modify our tone based on the audience and context to meet specific customer needs. Tone allows us to be empathetic and relatable and provides the opportunity to connect with each group.

Voice

The Handshake voice is one of youthful sophistication.

As a brand centered around Gen Z, we reflect the energy, excitement, and positive outlook our core user brings to the workforce. Whether people know exactly what they're looking for or don’t know the first thing about the job or candidate search, every word we say informs and encourages.

We lean on a voice that is relevant, conversational, forward-looking, honest, and trustworthy to impart our expertise.

Relevant

<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/e58f2ecc-f727-4858-b672-e38a121c4c33/right.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/e58f2ecc-f727-4858-b672-e38a121c4c33/right.png" width="40px" /> We are bold and fun.

• Embrace new norms and vernacular and channel the energy of our Gen Z audience.
• Have a point of view, commit, and follow through. Don’t be afraid to take the road less traveled.
• There’s a lot of noise out there, cut through it with a wink and a smile. </aside>

<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/e04530a9-4ece-419f-95d2-9baa242a84eb/wrong.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/e04530a9-4ece-419f-95d2-9baa242a84eb/wrong.png" width="40px" /> We are not trying too hard or snarky.

• Don’t make light of tragedies, personal or universal. Don’t use snark, or punch down.
• Use fun language and Gen Z vernacular, but make sure it doesn’t come across as out of touch. </aside>

Conversational

<aside> <img src="/icons/checkmark_green.svg" alt="/icons/checkmark_green.svg" width="40px" /> We are personal and concise.

• Write in a way that'd sound natural if said out loud in conversation. No jargon.
• Connect with the individual. Be personal, friendly, address our users as “you,” use first names when possible, and avoid robotic language. Use specific examples.
• Our audiences are busy, and we get the point across succinctly and thoughtfully. Be straightforward, but not bullish. </aside>

<aside> <img src="/icons/browser-stop_red.svg" alt="/icons/browser-stop_red.svg" width="40px" />

We are not creepy or vague.

• We speak to you like we know you, but we don't make users feel like we're invading their privacy by knowing everything about them.
• Avoid the uncanny valley between sounding human and trying to position a technology platform as human.
• Conversational does not mean indirect. Don’t bury the lede, and don’t make the user work to understand your conclusion. Avoid adverbs when possible. </aside>

Forward-looking