The algorithm killed your company page. Your employees can bring it back.
Most B2B companies pay ads to compensate for a channel they already own. There is a better way to use it, and it doesn’t involve mandates.
See what your team’s reach is actually worth
Three numbers in. One honest number out. Most companies are off by an order of magnitude.
Most programs that survive activate 20–40%. Don’t believe anyone who claims more in year one.
500 is the LinkedIn cap that triggers the ‘follower’ switch. Most B2B professionals are at or near it.
▸ Change assumptions
Default is the EU B2B LinkedIn CPM average. Raise for finance/tech, lower for general B2B.
That number is what you’d pay an agency to deliver. Your team can deliver it for the cost of a structured program.
Schedule your intake call →Why it matters, why it breaks
Mandated advocacy creates compliance, not advocates
Employee posts earn up to 8× the engagement of corporate content and reach the buyers who muted company pages years ago. That’s the prize most B2B companies leave on the table. From 1,000+ programs, four patterns keep getting in the way.
01
The approach problem
You treat advocacy as a marketing channel instead of a people program. Employees distribute content they didn’t write, about topics they don’t care about, in a voice that isn’t theirs.
02
The value problem
There’s no benefit for the employee. They watch the company gain reach, leads, and credibility from their network, and nothing comes back. It feels extractive because it is.
03
The content problem
You hand out pre-written posts and expect authenticity. Audiences spot corporate copy-paste from a kilometre away. The content underperforms, which confirms the employee’s suspicion that the whole thing is pointless.
04
The treatment problem
You treat everyone the same. The executive building a personal brand, the engineer who’d rather stay behind the scenes, and the sales rep who wants leads all get the same playbook. None of them get what they need.
There is a way that actually works
Not everyone needs to be a thought leader. The VIBE Method maps your workforce into the tier they actually fit, with the support that matches.
Deep experts building authority with original perspectives and industry-shaping content.
Active contributors who share insights and lead conversations in their networks.
Amplifiers who extend reach through comments, reactions, and shares. Minutes per week.
Internal teams and external partners who amplify key announcements and campaigns.
Where you stand
How ready are you, really?
Eight questions. Two minutes. An honest read on whether your foundation is strong enough to scale.
★★★★★“We trained over 130 sales and marketing professionals with Just Connecting, and the shift was visible from day one. They managed to get even the most critical people on board.”
Sara van de Pontseele, Head of Marketing & Digital Development, Legrand Benelux
Book the intake call
30 minutes with a Just Connecting strategist. We’ll walk through your numbers, your readiness, and where to actually start. No deck. No pitch.
What does it cost? What if you’re not ready yet? Both answered on the call.
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Featured in the Algorithm Insights Report 2026 by Richard van der Blom. Get the report →