Digital initiatives will drive hiring of creative professionals in the second half of the year, according to new research by The Creative Group, a division of Robert Half International Inc. (NYSE: RHI). Web and mobile development are the top areas for hiring and the hardest to staff.

The top areas for hiring include:

1. Web and mobile development
2. Web production
3. User interface and interaction design/Creative development (tie)
4. Visual design
5. User experience
6. Digital marketing
7. User research
8. Art direction
9. Social media/Marketing strategy (tie)

The most challenging areas to staff include:

1. Web and mobile development
2. Creative development
3. User interface and interaction design/Information architecture/User experience (tie)
4. Web production
5. Visual design/Marketing strategy (tie)
6. Animation/User research (tie)

Advertising and marketing hiring decision-makers engage in a number of different activities when struggling to source creative and marketing talent, according to the survey. Nearly half of respondents, 48%, said they reach out to their network for referrals, and 43% become more flexible on skills requirements to drum up candidate leads. And 89% of respondents said they would welcome back a former employee who left on good terms.

“Many companies want to bring on creative and marketing professionals to support digital initiatives but face an extremely competitive hiring environment and low unemployment,” said Diane Domeyer, executive director of The Creative Group. “Employers need to make sure job descriptions are realistic versus aspirational to draw in suitable applicants, provide attractive pay and benefits, and move quickly to extend offers to top candidates.”

The online survey was developed by The Creative Group and conducted by an independent research firm. It is based on responses from more than 400 advertising and marketing hiring decision makers who work full time at agencies with 20 or more employees or companies with 100 or more employees in the US.