Thought leadership


Using a whitepaper to drive brand awareness.


JobTeaser is the European leader for career guidance and recruitment of young talent bringing together a range of businesses, as well as schools and universities, giving the next generation the tools, they need to launch their working careers with confidence.

JobTeaser required a white paper to bring together thought leadership relating to the UK market. They wanted me to produce an authoritative white paper highlighting the key trends shaping the future of education, and how to prepare students and career’s services for the future. The aim was to offer the white paper as a printed document which could be given to prospective customers at various events. It was also to be used as a downloadable piece of gated collateral for their brand. The white paper also needed to serve as a content pillar which could be leveraged in different marketing programmes throughout the year.


I researched the challenges facing universities today. Importantly, I referenced industry research, influencing associations, key trends, data sets, statistics and insights from universities.

Some of the topics I explored and included in the whitepaper were:

  • Trends shaping the future of education.
  • 10 things you need to know about Generation Z.
  • How to effectively engage with the new generation to support them in achieving their employability goals.
  • Advice on how to future-proof your careers service, practical tips, and real-life examples.

Finally, I brought together all these topics into an engaging, narrative that introduced the company’s positioning, messaging and expertise to drive their credibility without it appearing like a sales pitch.

Published Whitepapers

Thought leadership Thought leadership
“I was confident that by working with Penny she would quickly understand the brief and add extra value by helping us to define exactly what we wanted. As she has a great understanding of the market and the ability to write thought leadership content, she was able to help us create an outline and structure of what we needed."
Writing a white paper, thought leadership Writing a white paper, Thought leadership

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