Brandwave

How popular isAWF in search?

In August 2026, there were an estimated 4K branded searches for AWF in New Zealand which is down 10.2% over the last 11 months. AWF holds 17.9% estimated Share of Search among New Zealand hastings recruitment agencies and is ranked 3rd of 5 competitors for search popularity.

Share of Search, August 2026
  1. OneStaff44.7%
  2. Adecco29.1%
  3. AWF17.9%
  4. Trade Assist7.4%
  5. Populous People0.76%
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Which hastings recruitment agencies compete with AWF?

AWF against hastings recruitment agencies in New Zealand, by month

Share of Search by month for OneStaff, Adecco, AWF, Trade Assist. The figures are in the table below the chart.

View monthly share of search table
MonthOneStaffAdeccoAWFTrade AssistPopulous People
Oct 202547.7%25.5%18%7.5%1.3%
Nov 202545.1%24.6%20.7%8.6%0.99%
Dec 202547.4%27.8%15.4%8.2%1.1%
Jan 202645.5%27.5%17.1%9.1%0.83%
Feb 202647.4%26.2%18%7.7%0.69%
Mar 202643.4%29%19.9%7.2%0.63%
Apr 202644.4%29%19.8%5.6%1.2%
May 202647.2%27.9%17.8%6.3%0.84%
Jun 202647.9%28%17.9%5.2%1%
Jul 202644%29.9%20%5.3%0.9%
Aug 202644.7%29.1%17.9%7.4%0.76%
Sep 2026—————

  1. 1.OneStaff

    44.7%

    held 1st · 10.1K estimated branded searches · -1.8% vs prior month · +0.7 points

  2. 2.Adecco

    29.1%

    held 2nd · 6.6K estimated branded searches · -5.7% vs prior month · -0.7 points

  3. 3.AWF

    17.9%

    held 3rd · 4K estimated branded searches · -13.1% vs prior month · -2 points

  4. 4.Trade Assist

    7.4%

    held 4th · 1.7K estimated branded searches · +35.8% vs prior month · +2.1 points

  5. 5.Populous People

    0.76%

    held 5th · 170 estimated branded searches · -19% vs prior month · -0.1 points

Compare search popularity between AWF and its closest rivals

How has branded search demand for AWF changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for AWF in New Zealand fell from 4.5K to 4K.
  • Across the 11 months ending August 2026, AWF’s estimated Share of Search among hastings recruitment agencies in New Zealand peaked at 20.7% in November 2025 and was lowest at 15.4% in December 2025.

How did search popularity change for New Zealand hastings recruitment agencies in August 2026?

  1. In August 2026, Trade Assist gained estimated Share of Search among hastings recruitment agencies in New Zealand, from 5.3% to 7.4%.

  2. In August 2026, OneStaff gained estimated Share of Search among hastings recruitment agencies in New Zealand, from 44% to 44.7%.

  3. In August 2026, AWF lost estimated Share of Search among hastings recruitment agencies in New Zealand, from 20% to 17.9%.

  4. In August 2026, Adecco lost estimated Share of Search among hastings recruitment agencies in New Zealand, from 29.9% to 29.1%.

  5. Estimated monthly branded searches for Populous People in New Zealand fell 46.9% over 11 measured months, from 320 to 170 in August 2026.

Which whanganui recruitment agencies compete with AWF?

AWF against whanganui recruitment agencies in New Zealand, by month

Share of Search by month for AWF, Workbridge. The figures are in the table below the chart.

View monthly share of search table
MonthAWFWorkbridgeOutsourced Personnel
Oct 202571.3%27.7%0.95%
Nov 202578.9%20.3%0.87%
Dec 202573.2%25.3%1.5%
Jan 202673.6%25.2%1.2%
Feb 202673.6%25.6%0.83%
Mar 202673.6%25.6%0.83%
Apr 202673.6%25.5%0.84%
May 202668.9%30.1%0.93%
Jun 202669%30.1%0.93%
Jul 202674.2%24.7%1.1%
Aug 202666.6%32.1%1.3%
Sep 2026———

  1. 1.AWF

    66.6%

    held 1st · 4K estimated branded searches · -13.1% vs prior month · -7.6 points

  2. 2.Workbridge

    32.1%

    held 2nd · 1.9K estimated branded searches · +25.8% vs prior month · +7.4 points

  3. 3.Outsourced Personnel

    1.3%

    held 3rd · 80 estimated branded searches · +14.3% vs prior month · +0.2 points

Compare search popularity between AWF and its closest rivals

How has branded search demand for AWF changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, AWF’s estimated Share of Search among whanganui recruitment agencies in New Zealand decreased from 71.3% to 66.6%.
  • Across the 11 months ending August 2026, AWF’s estimated Share of Search among whanganui recruitment agencies in New Zealand peaked at 78.9% in November 2025 and was lowest at 66.6% in August 2026.

How did search popularity change for New Zealand whanganui recruitment agencies in August 2026?

  1. In August 2026, Workbridge gained estimated Share of Search among whanganui recruitment agencies in New Zealand, from 24.7% to 32.1%.

  2. In August 2026, AWF lost estimated Share of Search among whanganui recruitment agencies in New Zealand, from 74.2% to 66.6%.

  3. Estimated monthly branded searches for Outsourced Personnel in New Zealand rose 33.3% over 11 measured months, from 60 to 80 in August 2026.

How is AWF measured?

Brandwave collects information about searches that people make online using AWF’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

8 branded search terms

  • awf
  • awf hastings
  • awf jobs
  • awf labour hire
  • awf new zealand
  • awf nz
  • awf recruitment
  • awf whanganui

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How the Brand Demand Index is measured

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