Turning employer interest into a clearer path to application
Tokopedia’s Career Page was an important entry point for people considering a role at the company. It needed to do more than list vacancies. It had to communicate Tokopedia’s identity, help candidates understand available opportunities, explain role requirements, and guide them toward application.
The page was connected to Lever, the third-party platform used to manage the wider GoTo recruitment process. This created a practical design challenge: improve the public candidate experience without disrupting the recruitment system behind it.
Suitmedia partnered with Tokopedia to refresh the Career Page using Tokopedia’s design and content assets. The result was a more current, accessible, and intuitive experience that helped candidates discover jobs, review qualifications, and apply with greater confidence.
A recruitment platform needed to reflect the quality of the employer
1. The Career Page was often the first serious candidate interaction
Candidates may know Tokopedia as a consumer technology company, but the Career Page is where that general awareness becomes an employment decision.
At this point, users want clear answers. What roles are available? Which teams are hiring? What does a position require? How does the application process work?
If the website is difficult to navigate or visually disconnected from the main brand, candidates may question whether the organization is equally difficult to work with. The career experience therefore contributes directly to employer perception.
2. Job discovery needed to be faster
A technology company can have many vacancies across functions, levels, and locations. Candidates should not have to browse an unstructured list to find a relevant opportunity.
They need to narrow their search efficiently and identify which roles match their experience or interests. If the first stage is difficult, qualified candidates may leave before learning about the right position.
The Career Page needed a clearer structure for browsing and discovering roles, while still allowing candidates to explore beyond the first job they found.
3. Qualification information had to support self-assessment
Candidates need to determine whether a position is suitable before investing time in an application.
If qualifications are difficult to find, written unclearly, or separated from the job description, candidates may apply without understanding the role or abandon the process too early.
Clear qualification information supports better decisions on both sides. Candidates can assess their fit more honestly, while recruiters may receive more relevant applications.
4. Tokopedia’s employer brand needed to continue into recruitment
The Career Page had to feel like a natural extension of Tokopedia’s wider digital identity.
Using Tokopedia’s design and content assets helped create continuity. Candidates could recognize the same company through the visual language, tone, and overall quality of the experience.
This consistency matters because candidates are evaluating the organization through every interaction. A strong employer message becomes more credible when the website experience supports it.
5. The page had to serve candidates at different stages
Some people arrive with a specific role in mind and are ready to apply. Others are simply exploring Tokopedia as a potential employer and need more context before choosing a position.
The page needed to support both behaviors. It had to make immediate action possible without forcing early-stage visitors into a rushed decision.
This required a flexible experience: clear enough for quick job search, but informative enough for deeper consideration.
6. The website needed to work with Lever without feeling disconnected
Lever managed the wider GoTo recruitment process, but candidates first encountered Tokopedia’s branded Career Page.
The transition into a third-party recruitment platform needed to feel reliable and intentional. If candidates suddenly encountered an unfamiliar interface or unclear handoff, they might question whether they were still in the official application process.
The integration therefore had to preserve trust from the first job search through application submission.
7. Recruitment efficiency depended on the entire journey
The goal was not merely to make the page look better. Candidates had to be able to search for positions, understand requirements, and apply successfully.
A visual redesign without functional integration would have improved appearance but left the operational problem unresolved.
Tokopedia needed a platform that improved both the front-end candidate experience and the connection to the recruitment system behind it.
Designing the Career Page around candidate decisions
1. Start with how candidates evaluate an opportunity
Suitmedia approached the redesign by focusing on the questions candidates ask as they move through the site.
The journey typically begins with awareness, followed by role discovery, qualification review, and application. Each stage requires different information and a clear next action.
This helped ensure that the site structure followed candidate logic rather than Tokopedia’s internal organization. Candidates did not need to understand the company’s departments before they could find a relevant job.
2. Bring Tokopedia’s visual system into the career experience
The design integrated Tokopedia’s existing visual and content assets.
This helped the Career Page feel official, current, and connected to the main brand. It also avoided creating a separate employer identity that might confuse candidates about the relationship between Tokopedia and the broader GoTo organization.
The design needed to be recognizable without becoming a direct copy of the consumer website. Candidates were interacting with a recruitment platform, so the experience also needed to prioritize clarity and job discovery.
3. Use hierarchy to make job search easier
The redesigned page used a clearer visual hierarchy to help candidates identify available positions, categories, and next steps.
Important information needed to stand out, while supporting details remained accessible. This allowed users to scan the page quickly and then explore the roles most relevant to them.
A clear hierarchy reduced search effort and improved the chance that candidates would reach a suitable position before leaving.
4. Organize positions around user intent
Candidates may search by department, job title, experience level, or location. The platform needed to support these different starting points.
An intuitive structure made it easier for candidates to move from a broad list of opportunities to a specific role. It also helped them discover positions they may not have searched for directly but were qualified to consider.
This created a more useful relationship between the candidate and the job catalog.
5. Present job information in a readable format
The Career Page needed to make role descriptions and qualifications easy to scan and understand.
Candidates should be able to identify the purpose of a role, its responsibilities, and the requirements without reading through an overly dense layout.
Readable presentations also support mobile access. A candidate may encounter a role through a phone and need to decide whether to save it, share it, or continue the application later.
6. Make qualifications part of the decision, not an afterthought
Qualification information was made easier to access alongside job position details.
This allowed candidates to assess fit before beginning the application. Clear requirements also help reduce confusion and create more realistic expectations about the role.
For Tokopedia, this supported recruitment quality. Candidates who understand the opportunity are better positioned to submit relevant information and make informed decisions.
7. Create a direct path from job discovery to application
Once a candidate found a suitable role, the next action needed to be obvious.
The design connected role information with the application process, reducing the chance that candidates would lose momentum or have to search for the application route separately.
A direct path was especially important for candidates who arrived with a clear intention. The platform should support action when readiness is high.
8. Preserve a clear transition into Lever
The Career Page was integrated with Lever, which managed the broader GoTo recruitment process.
The transition between Tokopedia’s branded experience and Lever needed to feel seamless. Candidates should understand that they were continuing into the official application process rather than being sent to an unrelated site.
Clear transitions help preserve trust and reduce application abandonment. The candidate should always know where they are and what will happen next.
9. Support the full search-to-application journey
Suitmedia reviewed the website as an end-to-end experience rather than a collection of individual screens.
A candidate needed to be able to discover a position, review the requirements, decide whether to proceed, and submit an application without encountering unnecessary barriers.
This approach connected design quality with recruitment performance. The goal was to improve the journey all the way to completion.
10. Create a modern interface without visual distraction
Tokopedia wanted a cutting-edge design, but the interface still needed to support comprehension.
Visual elements were used to create a stronger employer impression while keeping job content and calls to action prominent.
This balance was important. Candidates are not visiting the Career Page only to experience the brand; they are trying to make a career decision.
11. Design for mobile and desktop users
Candidates may first discover a position on a smartphone, return on a laptop, and complete the application in another context.
The Career Page needed to remain accessible and consistent across devices. A strong mobile experience reduced the risk of losing candidates before they could evaluate a role.
Device flexibility also reflected the behavior expected from a technology company. The platform needed to meet candidates where they already worked and searched.
12. Make the candidate experience easy to learn
A career platform should not require users to understand a complex interface before they can search for work.
Clear labels, predictable navigation, and visible actions reduced the learning burden. Candidates could focus on deciding whether a role was right for them.
This was particularly important for first-time visitors who had no prior familiarity with Tokopedia’s recruitment process.
13. Use content to communicate the employer proposition
Design assets alone cannot explain why someone should want to work at Tokopedia.
The page needed to use content to communicate available opportunities and help candidates understand the context around the roles.
Clear content made the employer proposition more credible. It connected job openings with the wider experience of joining the organization.
14. Validate the design with real user behavior
The redesigned experience needed to be checked against practical candidate tasks.
Could users find a role? Could they understand the qualifications? Could they identify how to apply? Could they complete the transition to Lever without confusion?
Testing these questions helped identify problems before they affected a broader candidate audience. It also ensured that the final design reflected behavior rather than internal assumptions.
15. Create a structure that can scale with hiring needs
Tokopedia’s hiring priorities would change over time. New roles, departments, locations, and requirements would need to be added.
The redesigned Career Page created a stronger foundation for future updates. Tokopedia could expand the job catalog without returning to the earlier problems of unclear navigation or inconsistent presentation.
This made the redesign a longer-term talent infrastructure investment.
A clearer Career Page improved the path to employment
1. Tokopedia gained a more current recruitment experience
The new Career Page delivered the visual refresh Tokopedia wanted.
The platform used Tokopedia’s existing design and content assets to create a stronger employer-facing experience that felt more modern and aligned with the company’s broader identity.
This helped present Tokopedia as an organization that understood the importance of candidate experience.
2. Job positions became easier to discover
Candidates could search and browse career opportunities through a more organized structure.
This reduced the effort required to move from general interest to a relevant role.
Improved discovery also increased the possibility that candidates would find positions they had not initially considered.
3. Qualifications became easier to understand
The new design made job requirements more accessible and readable.
Candidates could assess whether they were suitable for a position before beginning the application. This improved decision quality and reduced unnecessary confusion.
Clearer qualifications also supported a more efficient recruitment process by helping candidates self-select more effectively.
4. Candidates could apply through the website
The Career Page successfully connected job discovery with application through Lever.
This created a complete user journey. Candidates could find a role, understand it, and begin the formal application without needing to search for another process.
The integration preserved operational continuity while improving the public-facing experience.
5. The Lever connection worked effectively
The redesigned page maintained the third-party integration required to manage GoTo’s recruitment process.
This demonstrated that better design did not require replacing the existing recruitment infrastructure. Tokopedia could improve accessibility and visual quality while preserving the system already used by the organization.
The result protected both candidate experience and recruitment operations.
6. The employer brand became more consistent
Tokopedia’s design and content assets helped connect the Career Page to the wider brand.
This strengthened credibility because candidates encountered a coherent digital identity rather than a recruitment experience that felt separate or outdated.
A consistent brand can also help candidates form a clearer understanding of the company before applying.
7. The platform reduced candidate effort
Clear navigation, accessible qualification information, and a direct application path reduced unnecessary steps.
Candidates could spend more time evaluating the opportunity and less time figuring out how to use the website.
This improved the practical quality of the recruitment process.
8. Tokopedia gained a stronger foundation for hiring growth
The website’s structure could support future vacancies, changes in hiring priorities, and additional employer content.
This created a more adaptable recruitment platform. The company could continue improving the candidate experience without rebuilding the site from the beginning.
The second-order effect was greater readiness to compete for technology talent.
The deeper lesson: recruitment platforms should reduce uncertainty
1. Candidates are evaluating the company while applying
A candidate does not separate the job opportunity from the process used to present it.
A clear and responsive Career Page can signal that the organization is thoughtful, organized, and serious about its people.
2. Discovery and application should be one connected journey
Candidates lose momentum when they must move between disconnected systems or search for the next step.
The best recruitment experiences make the path from job discovery to application clear, even when a third-party platform manages the final process.
3. Qualifications support better decisions on both sides
Clear requirements help candidates decide whether a role suits them and help recruiters receive more relevant applications.
Transparency is therefore not only a candidate benefit. It improves recruitment efficiency and quality.
4. A third-party system still needs a branded handoff
External recruitment tools can provide powerful operational capabilities, but the transition should feel intentional.
Candidates need to understand that they remain within the official application journey. Trust declines when the handoff feels abrupt or unexplained.
5. Mobile access is part of talent accessibility
Candidates may discover roles through phones and complete applications across multiple devices.
A recruitment platform that works well only on desktop limits access and may lose qualified people before they begin.
6. Employer brand is demonstrated through experience
A company can describe its culture and opportunities, but the application experience provides evidence of how it works.
Clarity, responsiveness, and respect for candidate time can make employer positioning more believable.
7. Recruitment websites need continuous maintenance
Open roles, requirements, teams, and business priorities change.
A structured and manageable platform helps the company keep its public employer presence current. Outdated content can weaken trust and reduce application quality.
8. Candidate experience should be measured as a business outcome
A successful Career Page should help people find relevant roles, understand the requirements, and complete applications.
Traffic and visual approval matter, but the deeper value is whether qualified candidates can progress with less effort.
Strategic Insights for the C-Suite
- Treat the Career Page as an employer brand experience, not a job board. Candidates judge the organization through how clearly and respectfully the company presents opportunities and manages applications.
- Connect job discovery with application completion. The fewer unnecessary transitions and unclear handoffs, the more likely qualified candidates are to continue. Third-party systems should feel like part of one journey.
- Use transparency to improve recruitment quality. Clear qualifications help candidates self-assess and help recruiters receive more relevant applications. Good information improves both sides of the process.
- Design recruitment for cross-device behavior. Candidates may search on mobile and apply later on desktop. A responsive, consistent experience protects access across the full decision journey.
- Build talent platforms for continuous change. Roles and hiring needs evolve quickly, especially in technology. A flexible structure and maintainable content system keep the employer experience current.
