Leadership communications · Employee advocacy

Employee advocacy programmes for B2B companies

When your people share the story, it travels further and is trusted more. We build the programme, the content and the rhythm, so it lasts beyond the launch.

Last updated: 19 October 2026

An employee advocacy programme helps employees share their company's news, expertise and point of view on their own networks, voluntarily and in their own words. LinkedIn reports that a company's employees have, on average, ten times as many connections as the company page has followers. Vias Digital designs advocacy programmes for established B2B companies: who takes part, what they share, the guidelines, the content supply and the KPIs, all tied to the leadership narrative so every voice tells the same story.

Talk to Raluca Leadership communications

What you get

Programme design: goals, ambassadors, roles and a rhythm people can keep
Social media guidelines and a short, practical training for ambassadors
A monthly content supply: posts, visuals and talking points in English and German
Leaders first: the executive team as visible role models
Tooling advice only where it helps; many programmes start without a platform
KPIs reported monthly: reach, engagement, employer brand and pipeline signals

Why it works

A company's employees have on average 10 times as many connections as the company page has followers (LinkedIn).
The same content shared by employees gets on average twice the click-through rate it gets from the company page (LinkedIn).
95% of hidden buyers say strong thought leadership makes them more receptive to outreach (Edelman and LinkedIn, 2025).

Why most programmes stall

A tool is bought before anyone knows what to share
Everyone is invited and no one is supported
The content is corporate copy no one wants under their name
Leaders ask employees to post and do not post themselves
Nobody measures, so the programme quietly stops after the launch
Legal and compliance are involved too late, which matters in regulated industries

How we run it

We start with the leadership narrative and a small group of willing ambassadors, usually the people closest to customers. We give them content worth sharing, make it easy to adapt in their own words, and show the results every month. The programme grows when people see that it helps their own profile and their own pipeline.

Executive visibility for the leaders who go first

Proof from Raluca's previous leadership roles

Raluca built a connected LinkedIn system (company page, CEO profile, partner co-marketing and paid campaigns) that brought 75 new leads in one month, 44.5% of all campaign leads in the CRM. Company anonymised; figures from its own reporting.

Speak directly with the founder

Raluca Baciu founded Vias Digital in Zurich after 15 years in European healthtech and B2B communications. You speak with her, not a sales team.

A short video call, in English
You describe the situation: an acquisition, a new market, a positioning question
You leave with a clear next step, whether or not we work together

Or write to raluca@vias-digital.com

Questions

What is employee advocacy?

Employee advocacy is when employees voluntarily share their company's news, expertise and point of view on their own social networks, in their own words, usually supported by a structured programme.

What is the difference between employee advocacy and a corporate influencer programme?

The terms overlap. Employee advocacy usually means many employees sharing company content; a corporate influencer programme develops a smaller group into recognised voices who create their own content. Most B2B companies need a bit of both.

Do we need an employee advocacy tool?

Not at the start. A clear narrative, good content and a simple rhythm matter more. A platform helps once more than a few dozen people take part.

How many ambassadors do we need?

Start small: 10 to 20 willing people, with the leadership team among them. Quality and consistency beat headcount.

Is participation voluntary?

Always. Advocacy only works when people choose to take part and post in their own words.