Peloton’s Employee Value Proposition & Ways of Working
The culture at Peloton was strong and sticky, but starting to crack at the edges due to the stress of rapid growth during the wildly unpredictable and disorienting year that was 2020. We needed a clarion call to remind us of who we were and why we were doing what we were doing—especially with our product benefitting so many during those early pandemic days.
We partnered with People Made, a brand and cultural agency in the UK, to develop an EVP that would do three things:
Inspire current team members and reinforce their connection to our company purpose
Challenge our leadership to create an aspirational yet attainable culture
Intrigue and attract targeted talent to learn more.
Before we could think about the EVP, we would first need to deeply understand the current culture (and what was/wasn’t working), determine the “north star” culture that would help us achieve our future ambitions, and codify the behaviors that our team would need to practice in order to get us there.
The Process
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Cultural Audit
16 one-on-one leadership interviews
11 group leadership sessions
13 focus group sessions with talent segment team members
Audit & Analysis of cultural surveys (annual, pulse)
Present analysis of “current state” culture
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EVP Development
Define and characterize “target culture”
Identify behaviors needed to shift from current to target state
Develop a Global EVP, to move the company towards the target culture
Build roll-out and activation plan
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Ways of Working
Translate the behaviors, or “Ways of Working” into the Peloton vernacular
Map the Ways of Working to Peloton’s core values
Develop a framework to help team members understand & integrate the Ways of Working
Build embedding & integration plan
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Activation
Candidate and employee journey mapping
12-month activation roadmap
Asset development for internal and external use cases
The EVP
Below are a few select slides from the insights and final Employee Value Proposition. Following this, you can see an example of how it was brought to life.
Field Operations
Our EVP was designed with flexibility in mind, so that it could intentionally morph to fit and support each of our unique talent segments. For Field Ops, the focus was on Unlocking Our Member’s Greatness as this team was directly working with our Members, and often the first face-to-face representation of Peloton to them. There was also a big focus on Unlocking Your Team’s Greatness from a camaraderie perspective, especially during the explosion of orders during the pandemic, and Unlocking Your Greatness as Field Ops was a fantastic launch pad to kickstart a career in operations or even into technical roles with our internal mobility and apprenticeship programs.
Sharable Motion Graphics
These graphics were given to new hires to share their “new job” announcements on social media channels like LinkedIn
The Ways of Working
Our research also led to the development of Peloton’s Ways of Working—the behaviors and actions that would help us to carry our culture forward. We leveraged our leadership team to bring the Ways of Working to life.
We leveraged our leadership team to bring the Ways of Working to life in a 6 part video series. This is the overall sizzle where are leaders sat down to talk about the behaviors that made our culture so unique.