This paper examines a digital employee-oriented innovation program at a global IT-firm. It addresses the research question: how is the generation and promotion of employee ideas organised by the management, and what are the behavioural implications in terms of participation of such an organising? Drawing on the literature on inclusive innovation and employee-driven innovation, the authors explore the extent to which ordinary employees are included in innovative processes at work. The critical discourse analysis of written and spoken text exposes inclusiveness concerning the managements’ production and distribution of innovation discourse in the initial phases of the program. However, the analysis simultaneously reveals considerable excluding elements in the ordinary employees’ consumption of this discourse in its latter phases, particularly regarding the parallel discourses “we are all innovators” and “the single winning entrepreneur”.