Building a Global Thought Leadership Strategy

Thought leadership is more than just a marketing buzzword — it's a powerful way for businesses to connect, lead conversations, and raise their profile within their industry. At Condeco Software, I had the opportunity to roll out a global thought leadership strategy that not only delivered content but also embedded purpose, collaboration, and inclusivity across the business.

Starting With People

The first step was speaking to individual team members, starting with those who were already active and engaged in industry conversations. This one-on-one approach helped identity what “thought leadership” actually meant and gave individuals the confidence to share their own insights. By starting with engaged voices, we were able to generate momentum — and a library of authentic, relatable, and expert-led content began to grow.

Only 29% of employees are actively engaged at work — yet empowering them as thought leaders can increase performance by up to 202%

Embedding Diversity and Inclusion

To reflect the broader goals of the business, I took this opportunity to embed a mini diversity and inclusion strategy into the thought leadership programme. Rather than publishing only leadership viewpoints, we invited voices from across departments and seniority levels, allowing us to highlight a range of lived experiences, technical expertise, and workplace perspectives.

The result? A more dynamic and representative set of content — from articles on workplace productivity and flexibility, to opinion pieces on the evolving future of work.

• How does the generation gap affect your workplace?

• Top 10 influential women to follow on social media

• Seven ways you can be a LGBTQ+ workplace ally

• My time as an Intern at Condeco

• One on one with Generation Z

• Cultural differences in the workplace

• Disabilities in the workplace: how can technology assist us?

“Organisations that embed DEI into their core operations benefit from a richer diversity of thought, enhanced innovation and improved decision-making.” — Professor Yu Flora Kuang, University of Melbourne

From Ideas to Impact

Some of our most engaging topics came from team members who had never considered thought leadership a useful tool. By offering support and championing their expertise, I was able to unlock a wealth of insight and create content that truly resonated with global audiences.

• Benefits of cloud: what every CEO needs to know

• The hidden cost of workplace interruptions

• Introducing new technology to the workplace

• The impact of meeting room no-shows

53% of buyers state thought leadership has directly influenced a purchasing decision

Exploring the Future of Work

As part of our content strategy, we made space for forward-looking blogs that explored emerging technologies such as AI, virtual reality (VR), and automation. These pieces allowed us to position Condeco at the forefront of workplace innovation by examining how these tools could shape everything from employee collaboration to space management.

• Holograms in the workplace - are they our future?

• How to use virtual reality in the workplace

• The rise of gamification in the workplace

• Chatbots in the Workplace

• Beyond generation Z - the future of the workplace

60% of buyers are willing to pay a premium to work with companies that consistently deliver quality thought leadership—often driven by forward-looking perspectives

Bringing in External Voices

To expand the reach and relevance of our content, we also introduced guest bloggers from outside the business. These contributors — including industry experts, clients, and partners — brought fresh perspectives and specialist knowledge that complemented our internal voices.

• The ethical consequences of Artificial Intelligence - Tracey Groves, Founder and Director, Intelligent Ethics

• Leadership in the Workplace - Bernadette Collins, Senior Strategy Engineer at Sahara Force

• How to find your confidence - BBC Presenter and Consultant Penny Haslam

80% of C‑suite executives say they place more trust in companies that publish thought leadership—which often includes external experts

BBC Presenter and Consultant Penny Haslam

Bernadette Collins, Engineer at Sahara Force India

Tracey Groves, Founder and Director, Intelligent Ethics

Grounding Content in Data and Research

To ensure our thought leadership was not only insightful but also credible, we regularly drew on data and insights from the Modern Workplace Research Report. This research provided a solid foundation for many of our articles, offering up-to-date statistics on workplace trends, employee behaviours, and global shifts in how and where we work.

• What is the most productive day of the working week?

• Workplace flexibility in France

• How workplace email culture varies around the globe

• The rise and popularity of apps in Singapore

• Key statistics on workplace productivity

• Six top tips for measuring workplace productivity

“Data-driven thought leadership involves using validated data to support ideas...It transcends opinion-based content by grounding narratives in evidence, making them both impactful and credible.” — Thomas Connors, SocialHP

Outcomes That Matter

This strategy didn’t just elevate our external profile — it sparked internal pride, built cross-team collaboration, and showed how digital storytelling can be a tool for both brand and cultural development. From inclusion to innovation, Condeco’s thought leadership programme proved that every voice has value.