While more than half of professional truck drivers aren’t currently looking for a job, those that are say the most influential factor when choosing a carrier to drive for is online reviews from other drivers, according to a recent survey conducted by driver recruitment advertising agency Conversion Interactive Agency, and employee retention and feedback company PDA.

For a second year, less than half (37%) of the 1,200 professional truck drivers surveyed said they are currently looking for a job, which is up almost 3% from November.

About 72% of drivers said the most influential factor when choosing a carrier to drive for is online reviews from other drivers, followed by job descriptions (71%) and online articles and blogs about the carrier and/or the driving job (nearly 31%). In job descriptions, most drivers are looking for pay and home time information.

“This is a pivotal moment for the trucking industry. We are living in the digital age of driver recruiting and carriers that have not adopted innovative technologies are going to fall behind,” said Kelley Walkup, president and CEO of Conversion Interactive Agency, in a press release. “Truck drivers are creating online communities and basing their career choices on the reviews of other drivers. They are using social and digital media to look for new driving jobs, and the technology is constantly evolving.”

Monitoring online reviews is becoming a critical piece of driver recruitment, according to the survey results.

“Monitoring and responding to online driver reviews is essential to the success of any driver recruiting effort,” Walkup said. “Articles, blogs, and social media content are an underutilized strategy by carriers today. Drivers are consuming content online, so why shouldn’t it be about your carrier?”

While technology is becoming a crucial factor, there is still a strong desire for human interaction during the recruitment process. Almost 60% of drivers claim they prefer a phone call when communicating with driver recruiters during the recruiting process.