Employee advocacy as a vital part of Payflip’s product launch as meal voucher provider

On Friday the 13th of March, Payflip announced they will enter Belgium's meal voucher market after 15 years of no new competitors. For their announcement, they didn't just rely on a few press releases or a LinkedIn company post. No. They unleashed almost their entire team on LinkedIn.

How Payflip shared the news

On a single day, 29 Payflip employees published LinkedIn posts announcing the company's official authorisation as Belgium's fourth meal voucher provider. That alone would have been impressive. What made it exceptional was the execution.

(Almost) every voice was genuinely different

This wasn't a case of copy-paste communications with swapped names. Almost every single employee posted their own version of the story.  Some went analytical, framing it as a market disruption story. Others went personal.

• Marlot wrote about frituur visits and whether she could pay with meal vouchers. 
• Filip asked the simple question everyone in Belgium has wondered: "Kan ik hier met maaltijdcheques betalen?" 
• Nick used a Flemish proverb about dogs fighting over a bone to frame the competitive landscape. 
• Rani referenced a family WhatsApp message. 

Every post had a distinct human fingerprint.

Three languages, one message

Belgium is a multilingual country, and Payflip treated it that way. Some posts appeared in Dutch, others in English and a few in French. These weren't just translated versions of the same message, but also authentic messages in each language. 

Every department showed up

Perhaps most impressively, this wasn't just a sales and marketing effort. The participation was genuinely cross-functional. Sales posting makes sense… It's their pipeline. But when customer success joins in, engineers share their story, and even finance and ops add their voice, it shows organisational alignment that goes all the way down.

Together, the 29 people who posted painted a picture of a company that genuinely believes in what it's building. That kind of social proof is worth more than any press release.

Great work Maura, Jeroen, Yentell, Max, Cédric, Tobias, Marlot, Filip, Nick, Thibault, Laura, Camille, Gilles, Andries, Tilo, Arko, Bart, Robbe, Soetkin, Maxime, Jon, Sofia, Laurens, Ludovic, Gordon, Dries, Rani, Annelore, and Yorick. But especially congratulations to the person who did all the work behind the scenes and coordinated the effort.

Why it works

From a social media marketing perspective, what Payflip executed is a textbook example of why employee advocacy consistently outperforms brand-only communication on LinkedIn. 

Network multiplication

29 individual profiles each reach their own unique networks, even if they only have 200 connections. The combined first-degree reach is orders of magnitude larger than any company page.

Trust transfer

People trust people. A post from a colleague, a former classmate, or a professional connection carries more weight than a brand announcement. When we see a real person sharing their excitement about something they've been working on, we're far more inclined to stop scrolling, read the story, and believe it. It feels much more sincere.

Authentic stories

By giving every team member the freedom to tell the story in their own words, Payflip turned a product launch into twenty-plus personal endorsements, each landing in a different corner of the Belgian professional landscape. Different angles, tones, and languages meant different audiences were reached. The result was that for anyone in Belgium's HR, payroll, or employee benefits space, this launch was nearly impossible to miss. It filled their LinkedIn feed from multiple directions, reinforcing the message with every encounter.

Looking ahead

Payflip has done the hardest thing, which is proving to every team member that this kind of participation is both possible and worthwhile. Now the challenge is keeping that energy alive beyond milestone moments.

A few practical steps that help:

• Build a shared content bank so employees always have something worth posting without starting from scratch.
• Keep a light cadence between big moments: product updates, customer wins, team news and events to keep profiles warm.
• Organise smaller coordinated waves around future milestones, so the launch energy becomes a repeatable playbook.

Implementing these steps to build a more consistent presence could make the results even more impressive in the future. Willow's 2026 LinkedIn Research Report—analysing 43,738 posts across 488 company pages—found that pages posting sporadically generate ten times fewer impressions than those showing up every week. The same principle applies to personal profiles: the value compounds over time.

Payflip has made an exceptional start. The opportunity now is to make this the normal way they show up, not just what they did the day they launched meal vouchers.

Key takeaways

Payflip's launch campaign is one of the best examples of coordinated employee advocacy we've seen in the Belgian market. Here's what stands out as genuinely replicable for any company planning a major announcement:

Brief for authenticity, not uniformity. The magic wasn't in activating 29 profiles. Anyone could force their employees to share a message. The big deal was the shared mission and the individual stories. Each person understood the message and found their own way to tell it. 

Most importantly: this kind of launch doesn't happen by accident. It requires trust between leadership and team members, a culture where people feel proud to represent the company publicly, and the organisational muscle to pull it off. This product launch showed that Payflip has all three. That's worth celebrating. And worth building on.

Appendix I - LinkedIn posts

Maura · Jeroen · Yentell · Max · Cédric · Tobias · Marlot · Filip · Nick · Thibault · Laura · Camille · Gilles · Andries · Tilo · Arko · Bart · Robbe · Soetkin · Maxime · Jon · Sofia · Laurens · Ludovic · Gordon · Dries · Rani · Annelore · Yorick

Disclaimer

Payflip is not a Willow customer (as of now). We just want to share a great example of employee advocacy that caught our attention. We do have a lot of other success stories worth reading.