This article considers the debate about the process of liberalisation of industrial relations from an ideational institutional perspective. While the gradual liberalisation of industrial relations has increased employer discretion, the role of employers’ organisations in this process is unclear. The case study is the Netherlands, a neo-corporatist country described as stable and robust but where institutional outcomes have undergone major shifts. To understand how this happened, the author analysed 40 years of collective bargaining policy using an ideational approach. The article argues that Dutch organised employers had the confidence that the strength of their ideas was enough to gradually but surely change industrial relations within the existing neo-corporatist framework by redefining the role of the firm, the state and the employee in the economy. The article also shows that since the early 2010s Dutch organised employers have changed their strategy leading to further de-collectivisation of industrial relations.