Jul 23, 2026 · 32 min · 14 segments
Why is employee advocacy so often mistaken for a content strategy? Rida Oyebade, Senior Social Media Manager at Workday, explains why handing employees “ready-made content” isn’t enough — advocacy…
Joel HarrisonHost
So there is this growing sense in B2B that posts coming from brand accounts are losing ground to posts from individual people.
Does that match what you're seeing? And if so, what do you think is driving that?
I think a lot of it happened in 2020 when, you know, the world changed in many ways.
And I think what happened then was, particularly on LinkedIn, people... were craving that connection and connecting with one another.
And so what we started seeing was that they wanted to hear from other people as opposed to just brands and execs.
And I think in some ways that, I hate this word because everyone says it, but it did democratize social in a lot of ways um and then so now what we're seeing from a brand perspective generally is that the brand page on its own isn't enough you need to have other amplifiers telling that story to really be able to create that impact online so so i would say that's the main change
And so it applies even in that kind of underlying sense about so much about what's going on today.
So, you know, we've got on the table, there's always words that we don't like using, but democratization is definitely one and COVID is definitely a factor.
So in that context, I mean, this is kind of writ large by what it is that you're doing, but let's put it on a plate here.
If that shift is real and continuing, and it feels like it is to me, certainly, what does that mean for how B2B organizations should be thinking about social media more broadly and kind of branded as this kind of branded content channel becomes less valuable, but contextually part of a mix? Yeah.
I would say the brand channel now needs to be part of a mix, part of a distribution channel.
And essentially, you know, it's really hard because with AI now, you know, like everyone's posting content, like anyone and everyone is posting content, which is great in some ways.
But in other ways, it kind of makes it harder if you're a business and you're trying to get, you know, your brand story out there and your message out there.
So I think what is going to change is essentially, you know, helping your employees, giving them that confidence to create content themselves and also arming them with content that is going to provide some type of value, but then also giving them that confidence to create content that is personal.
Now, I don't mean personal about, you know, their weekends, but having that, that's that human element.
I think that can distinguish content from, you know, just purely AI generated content.
So there is this growing sense in B2B that posts coming from brand accounts are losing ground to posts from individual people.
Does that match what you're seeing? And if so, what do you think is driving that?
I think a lot of it happened in 2020 when, you know, the world changed in many ways.
And I think what happened then was, particularly on LinkedIn, people... were craving that connection and connecting with one another.
And so what we started seeing was that they wanted to hear from other people as opposed to just brands and execs.
And I think in some ways that, I hate this word because everyone says it, but it did democratize social in a lot of ways um and then so now what we're seeing from a brand perspective generally is that the brand page on its own isn't enough you need to have other amplifiers telling that story to really be able to create that impact online so so i would say that's the main change
And so it applies even in that kind of underlying sense about so much about what's going on today.
So, you know, we've got on the table, there's always words that we don't like using, but democratization is definitely one and COVID is definitely a factor.
So in that context, I mean, this is kind of writ large by what it is that you're doing, but let's put it on a plate here.
If that shift is real and continuing, and it feels like it is to me, certainly, what does that mean for how B2B organizations should be thinking about social media more broadly and kind of branded as this kind of branded content channel becomes less valuable, but contextually part of a mix? Yeah.
I would say the brand channel now needs to be part of a mix, part of a distribution channel.
And essentially, you know, it's really hard because with AI now, you know, like everyone's posting content, like anyone and everyone is posting content, which is great in some ways.
But in other ways, it kind of makes it harder if you're a business and you're trying to get, you know, your brand story out there and your message out there.
So I think what is going to change is essentially, you know, helping your employees, giving them that confidence to create content themselves and also arming them with content that is going to provide some type of value, but then also giving them that confidence to create content that is personal.
Now, I don't mean personal about, you know, their weekends, but having that, that's that human element.
I think that can distinguish content from, you know, just purely AI generated content.
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