Peloton Career Site Rebuild

One of the largest transformations I led at Peloton was the rebuild of our careers site. With Peloton’s hiring goals and the competition for talent, the need to showcase our culture and brand and provide a smooth application experience was paramount. The current state site, which had worked up until that point, was in need of a makeover—both in terms of user experience and flow, the content strategy, and the lead capture process.

The project included making the decision to migrate the site to a new platform (and subsequent RFP process), shaping the creative direction, developing the content strategy, setting KPIs, overall project & stakeholder management. All during a wildly volatile talent market for Peloton in particular.

Peloton Careers: What it was like

  • Old Careers Landing Page

    This was where candidates landed when they navigated to Peloton’s Careers Site. Big search bar & job categories, but not much else.

  • Old Career Site Categories

    Job were lumped into a number of categories. Most made sense, but others were hard to find if you didn’t know that sales folks were called “tread specialists” or “bike specialists.”

  • Old Careers Culture Section

    Our benefits were the only “inside Peloton” type content on the site. Important information, but not engaging or relevant in the pandemic world (parties, in-office desk setup).

Peloton Careers: What it’s like now

  • New Careers Landing Page

    The first thing that a visitor will notice on the new landing page is movement and the tie-in to the overall brand purpose. This gives a strong first impression that more accurately represents the experience of both team members and Members.

  • New Career Site Job Discovery

    Jobs are embedded from the ATS directly into the site which allows for a more on-brand experience and effective user-journey tracking. This section now includes fuzzy search capabilities, useful filters, and the ability for users save jobs without needing to make an account.

  • New Careers Benefits Section

    The site now includes much more information about the company’s DEI efforts and ERGs, internal learning and engagement opportunities, unique perks, and a team-member-focused blog.

Steps Involved

  • We knew we needed a new site that could accurately convey Peloton’s EVP, integrated workforce, and innovative products—but we needed to get the business on board, too. Since the project involved moving the careers site out of the main CMS, it was particularly important to get the Web Properties and Design teams on board.

    We did this by conducting an audit of our current site as well as a competitive analysis, outlined a few potential paths forward , and described how they would address the overall “problem statement.

    We presented these findings to our partners in Engineering, Design, Recruiting Ops, and Security, and got not only the green light to move forward, but commitment from their teams to support and guide the process.

  • After determining our OKRs for this project, we set to work with our career site partners (Ph.Creative) & internal design team to develop a sitemap based on user journeys, talent profiles, location, lead capture, and more.

  • The design process for the career site was a true collaboration between our team, Peloton’s internal UX design team, and Ph.Creative.

    We worked on flexing the Peloton brand just enough to be able to capture the diversity and vibrancy of our people and culture, played up motion on the site with both video and UX elements, and fully integrated our ATS, allowing us to have on-brand, informative, engaging job pages.

    The ATS integration was imperative, as many users are referred from other sources (search, social) to individual jobs, not the site itself.

  • We took a few week trying to break the site and looking for broken links, 404 errors, incorrect redirects, translations that weren’t quite right, and tracking inaccuracies. Once through that process, the site was launched!

  • I left Peloton during the UAT phase, but had I stayed, we would have closely monitored the newly integrated Google Analytics to track candidate behavior/intent, traffic sources, time to apply, drop offs, page engagement, and overall SEO via Search Console.

    This would allow us to set benchmarks, which were not possible to determine with the previous career page setup.