How The Shared Economy And Social Ratings Impact Our Lives

Umut Cikla

How would you rate yourself in terms of trustworthiness on a scale of 1 to 5? How are you perceived by people around you? How would they rate you in your profession?

You had better start thinking about these questions, because in the near future they will affect your career, your salary, your social relations, and many other aspects of your life.

I’ll come back to that point, but first I’ll highlight the trends I observe in the workplace today:

It is expected that by 2020, 40% of the workforce will be “on-demand” or “contingent.” 

That means that more people than ever will be employed temporarily for specific defined tasks. These tasks can vary from “walk the dogs” or “get a spider out of my house” to jobs that require high-level domain expertise or craftsmanship, such as “develop a business case for a big digital transformation project.”

In all industries, there is a strong need to employ the right people with the required qualifications, a good record of history, and recommendations based on their past work. Social media and personal ratings are proven to be the best and the most transparent platform to achieve such ratings.

These days, consumers don’t buy a product online before checking user recommendations, and they don’t make a hotel reservation before going through previous guests’ experiences, right? The same strategy will apply to work life very soon.

Companies and people will employ people who have exceeded expectations in their previous tasks. For that purpose, they will check perspective employees’ established “trustability ratings or reputation passports created by previous employers.

We already have these ratings today, even if we are not aware of them. Here are some examples:

We rate Uber drivers after the trips. But did you know that the drivers rate you as a customer too? It’s a bit difficult to find in the Uber app menu, but I finally found it. Here is mine:

Another example is your social media influencer rating.” For years, consumer product companies and retailers have sent free products or offered discounts to customers who are active on social media and have many followers. They rate people based on how influential they are on social media, and reach out to the top-ranked ones in hopes that these “influencers” will mention and hashtag their products in their channels.

Another example is your credit rating: Financial institutions check this before lending you money, and they change their lending conditions based on it.

We all collect labels and ratings, even if we are not aware of them. These ratings affect companies’ and employers’ attitude toward you, and the trend will continue. We will continue to see individual ratings play a significant role in perception, trust, employment potential, salary, and more.

For more on this topic, watch Series 3-Episode 1 of the British TV series Black Mirror. Although it draws a dystopian picture for the future (which I don’t totally agree with), I found it extremely interesting and would like to hear your thoughts.



Umut Cikla

About Umut Cikla

Umut Cikla is focused on growing SAP solutions in the retail and consumer products industries. He is a member of the SAP ANZ Industry Value Engineering team, which works with the broader sales and services teams to showcase to customers the business value of and the road map for SAP solutions to guide them in the relentless transformation to digital in the consumer industries.