In the Internet-obsessed world we live in, everyone is an expert—and opinions, experiences and overall impressions vary wildly from one source to the next. The online review has become so ubiquitous that there are forums, groups and sites devoted solely to mocking – or praising – them. As consumers of online content, we have the power of instant investigation and validation, which consequently forms our perceptions and beliefs.
Online reviews have forever changed the way people think about what they will invest in—including their next career move. The truth is, we tend to trust friends and peers. The people who remind us of…ourselves. Peers and employees are more credible than company spokespeople. Peer recommendations impact our conversations about brands, influence our own buying habits and help us to make decisions and overcome concerns about what affects our world.
Peers are highly trusted.
The 2017 Edelman Trust Barometer reveals that trust is in crisis around the world, and peers are now considered as credible as experts.