In the AEC industry, relationships drive opportunity. It’s a “shaking hands and kissing babies” business — people work with those they know, like, and trust.
But still…it’s hard for someone who hasn’t worked with you to understand what you do, how you think, and what value you bring. You can tell them. You can post about it. You can even show them your project photos. But until they experience it firsthand, they’re still taking a leap of faith.
That’s where social proof comes in.
What Is Social Proof?
Social proof is a psychological phenomenon: when people are uncertain about a decision, they tend to look to others for guidance. Think about reviews before buying a product or testimonials before hiring a service provider — those small pieces of third-party validation dramatically influence trust.
We do use social proof in AEC. Many firms rely on reputation through word-of-mouth or past project lists. But personal recommendations, especially on platforms like LinkedIn, can add a different level of human-human trust.
A testimonial isn’t bragging — it’s proof that others have experienced the results you claim to deliver. In a relationship-driven field like architecture, engineering, and construction, this kind of validation is priceless.
How to Build Your Own Social Proof
If you’re early in your career or just starting your own practice, this might sound intimidating. You might think: “I don’t have clients yet,” or “I don’t have a website for testimonials.”
The good news: you already have a platform for it — LinkedIn.
Scroll to the Recommendations section on your profile and ask colleagues, mentors, or collaborators to write you a short note. These don’t have to be from paying clients — anyone who can genuinely speak to your character, reliability, or skill is fair game.
Once you start collecting them, you can:
- Keep them visible on LinkedIn for ongoing credibility, or
- Repurpose them for a testimonials page on your website.
Either way, make it easy for potential AEC clients (or employers) to see what it’s like to collaborate with you — through the eyes of someone else.
I’m proud to be able to say: “Don’t just ask me what it’s like to work with me. Ask people who I’ve worked with.”
About the Author
Nick Heim, P.E., is a civil engineer with nearly a decade of experience in the repair and restoration of existing structures. Nick is the host of the AEC AI & Tech Strategy Podcast, and co-founder of Trinovate Advisors – an advisory firm focused on human-centered innovation in AEC. In all of his endeavors, Nick brings practical insights and expertise to listeners and clients worldwide. Nick’s interests lie at the intersection between the built world and technology, and he can be found looking for the ever-changing answer to the question, “How can we do this better?”
