Abstract: In various example embodiments, a system and method for generating and ranking service provider recommendations in a social network are presented. A request to identify a set of service providers that meet a specific criteria is received. The request can be associated with a member of a social network service. Member profiles from among a plurality of member profiles of the social network service are identified based on the specific criteria. A plurality of attributes is extracted from the identified member profiles. A trust factor for each identified member profile indicating the likelihood that the member would trust the service provider is determined based on the extracted profile attributes. The set of service providers is ranked based on the determined trust factor. At least a portion of the set of ranked service providers may be caused to be presented to the member.