Trust & Influence in B2B · 2026-07-23 · 32 min
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 only works when it still sounds like the person sharing it, not the brand behind them. In this episode of Trust & Influence in B2B, host Joel Harrison talks to Rida Oyebade about employee advocacy - the discipline of turning colleagues into credible, willing voices for the brand. Rida traces her own path into advocacy, breaks down the different tiers of an advocacy programme, and is candid about what she’s learned building one from scratch at Workday: why participation has to stay genuinely optional, why no programme survives without real buy-in from leadership, and why the whole discipline is really about borrowed trust rather than borrowed content.
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