Trust as the Foundation of Contractor and Gig Networks

Trust and the Limits of Traditional Background Checks

In contractor and gig networks, trust is the basis of the entire business model. Customers open their doors, cars, or personal spaces to a stranger because the platform trusted that person onto the network. However, most contractors and gig platforms are only conducting traditional background checks. These checks only confirm identity or criminal history, but they leave out another factor that is just as important:a person's behavior online.

The Role of Online Behavior and Brand Risk

In today's world, a person's online presence can show a part of who they are. By screening social media, companies are able to see whether they show respect or whether they post disparaging or harmful content. Although someone may be able to pass a background check, they may still present a serious risk to a company's brand image through what they publicly share online. Gig platforms typically don't notice this until it's too late. Sometimes it takes a customer complaint, a screenshot circulating, or even a video going viral. One major gig platform recently faced backlash when a contractor's live streamed harassment of a customer spread online within hours. The individual had no criminal record, but their digital behavior created immediate brand damage. By that point, the reputational harm had already been done.

Scaling Challenges and the Risk of Bias

Gig networks must deal with a unique challenge since they onboard workers at a fast rate and high volume.Their issue stems from scale; hundreds of workers can apply in one day.Manually reviewing social media for each applicant is inconsistent and can often be influenced by personal bias. Depending on the reviewer, important information can be overlooked. Without implementing a structured process, the platform may treat applicants differently. In addition to the issue of personal bias, reviewing content manually also lacks documentation to defend decisions if questions arise.

Technology-Driven Behavioral Screening Solutions

To solve this, companies like Ferretly help platforms screen efficiently, fairly, and with defined behavioral criteria. Ferretly analyzes publicly available social content to identify risk signals related to customer safety and platform reputation, while still allowing humans to make the final judgment.

Fairness, Criteria, and Observable Risk

By utilizing social media screenings, platforms can ensure clarity and fairness. Instead of social media being reviewed based on personal bias, there would be defined criteria focused only on observable behaviors that create risk. Examples of this include repeated harassment, violent rhetoric, or public posts that display illegal activities, not opinions or personal beliefs.

Aligning Contractors with Platform Standards

Platforms would be able to extend their standards by applying the same expectations to contractors that they would to employees. Employees who act professionally online are more likely to behave professionally in person. By selecting individuals who already demonstrate professional conduct online, platforms see fewer customer complaints, fewer terminations, and lower turnover. They are hiring people who align with the platform's culture from the beginning.

Trust as a Competitive Advantage

One main driver of growth is trust. Customers that believe in a platform regarding their safety and professionalism are more likely to return and be loyal to the brand. When partners know that your platform's contractors are trusted beyond just criminal checks, they are more likely to sign contracts. Trust becomes a competitive advantage, and a strength that sets your platform apart.

Extending Professionalism Beyond the Job

Ferretly helps gig platforms achieve this advantage by identifying behavioral risks before they reach the customer's door. Digital behavior has real-world impact, and platforms can't afford to ignore what their workers are posting publicly. Professionalism extends outside of the job; it includes how workers present themselves everywhere, especially online. Gig platforms succeed when customers feel safe, and extending standards to the people who represent your brand is essential in maintaining that trust.

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About This Article

This piece was developed as part of a University of Maryland writing practicum exploring AI ethics, responsible AI-assisted content creation, and advanced prompting techniques. The course was led by Adam Lloyd, Ph.D., with industry mentorship provided by Ferretly to ground coursework in real-world application and ethical AI use.

Student Author: Kasra Kabirbaik
→kasrakab@terpmail.umd.edu · LinkedIn

‍Course Faculty & Mentorship
Adam Lloyd, Ph.D. · Lecturer, University of Maryland
Adam teaches business and technical writing with a focus on real-world application—his courses partner with companies to create actual workplace deliverables. He co-created UMD's "Digital Rhetoric at the Dawn ofExtra-Human Discourse," exploring AI's role in academic, creative, and professional writing. A former journalist, startup founder, and award-honored educator, he holds advanced degrees in English, philosophy, and national security studies.
→lloyda@umd.edu · LinkedIn

Nicole Young · VP, Growth Marketing
Nicole provides industry mentorship for this course, bringing deep experience in growth marketing, advertising strategy, and AI-integrated content systems. Her work focuses on building ethical, scalable marketing programs at the intersection of technology, trust, and brand performance. She welcomes collaboration with academic programs seeking practitioner partnerships.
→nicole@ferretly.com · LinkedIn