Author: Brian Maehl / Source: The Content Strategist
The last time I stayed in an Airbnb, the host made me pick up the apartment keys from a cashier at a convenience store several blocks away. Naturally, when it came time to rate my stay on the site, I docked a few points for the check-in process since the host should know it was pretty inconvenient. (Although I did score some Tastykakes waiting in line.) AirBnB’s ratings system is a mandatory component to build trust with their customers. So why don’t we see similar ratings in creative industries? Wouldn’t more feedback help ensure quality in a marketplace economy?
When selecting someone for creative work, it’s rare to find data that helps an employer or buyer know what to expect. Sure, Etsy vendors have star ratings, but those reviews typically capture how someone delivers on a specific product that the consumer sees online beforehand. The world of a creative freelancer is different. Unlike that basket you you purchased on Etsy, every project for a freelancer is new. They’re forced to market their skills more than their projects, which means feedback becomes more personal than usual. That gets even trickier when freelancers receive feedback from an editor or client who may never even meet them face to face.
As a guest on AirBnB, I get rated after every stay. I currently hold a 5-star rating (no biggie), but I probably wouldn’t freak out if I got dinged for checking out late or spilling wine on a bathrobe. For professional creatives, though, a few bad ratings impacts their career.
As a member of the team that manages Contently’s global talent network, part of my job is to think about how the creative process affects contributors. Imagine reporting for the Wall Street Journal for 30 years, working with a brand for the first time, and finding out you were removed from the account because a marketing manager wasn’t impressed with your work. You’re probably not going to want to work with brands anymore.
So this puts freelance industries in a pickle. On one hand, any successful marketplace needs data on people and products to ensure…
Peter Bordes Jr
Founder & Managing Partner Trajectory Ventures. Lifetime entrepreneur, CEO, Board Member, mentor, advisor and investor.
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