Brandwave

LinkedIn vs Trade Me Jobs:Which is more popular?

In September 2026, LinkedIn had more branded searches than Trade Me Jobs among job boards in New Zealand. LinkedIn had about 166,000 branded searches, while Trade Me Jobs had 71,600. LinkedIn made up 20% of all job board searches we track, and Trade Me Jobs accounted for 8.6%. When we asked ChatGPT and Google AI Overviews about job boards, Trade Me Jobs appeared in all five answers and LinkedIn in three. Trade Me Jobs was mentioned before LinkedIn in every answer.

Among job boards in New Zealand in September 2026

Who do people search for more?

LinkedIn, about 2 searches for every 1 for Trade Me Jobs

LinkedIn 166K searchesTrade Me Jobs 71.6K searches

Who does AI mention more?

Trade Me Jobs, mentioned in every answer we collected

Trade Me Jobs in 5 of 5LinkedIn in 3 of 5

Who does AI recommend more?

Trade Me Jobs, named ahead of LinkedIn in every answer

Trade Me Jobs first in 4LinkedIn never first

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Top job boards in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Trade Me Jobs appeared in all five answers. LinkedIn was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Trade Me Jobs was listed before LinkedIn in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Trade Me Jobs1st
  2. Indeed2nd
  3. SEEK3rd
  4. LinkedIn4th
  5. Student Job Search5th
  6. Jora6th
  7. Sidekicker–
  8. Backpacker Board–
  9. Do Good Jobs–
  10. MyJobSpace–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Trade Me Jobs5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Student Job Search5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SEEK4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Indeed4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LinkedIn3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jora1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sidekicker0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Backpacker Board0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Do Good Jobs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MyJobSpace0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about job boards

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is LinkedIn or Trade Me Jobs more popular in search?

This chart shows how often people search Google for LinkedIn and Trade Me Jobs by name. Each line represents a brand's share of searches for all ten job boards we track, month by month, from searches in New Zealand.

LinkedIn and Trade Me Jobs among job boards in New Zealand, by month

Share of searches by month for LinkedIn, Trade Me Jobs. The figures are in the table below the chart.

View monthly share of searches table
MonthSEEKLinkedInTrade Me JobsIndeedStudent Job SearchJoraSidekickerBackpacker BoardDo Good JobsMyJobSpace
Oct 202544.2%27.3%10.7%7.9%6.2%1.9%1.1%0.31%0.32%0.05%
Nov 202545.2%22.9%10.9%8%8.6%1.9%1.7%0.4%0.33%0.05%
Dec 202546.8%24.1%11.6%6.9%6.7%2%1.2%0.51%0.34%0.06%
Jan 202650.9%21.7%10.5%7.6%6%1.9%0.72%0.38%0.31%0.05%
Feb 202646.4%24.2%11.9%7.2%6.7%2.2%0.79%0.33%0.35%0.07%
Mar 202648.3%25.1%10.7%6.2%5.7%2.1%1.2%0.32%0.36%0.07%
Apr 202647.8%24.9%9.7%7.3%6%2.2%1.2%0.48%0.36%0.07%
May 202651.6%22%10.4%6.8%5.3%2.2%0.89%0.46%0.32%0.05%
Jun 202653.3%22.5%8.8%6.8%5.1%2%0.74%0.35%0.32%0.06%
Jul 202653.6%22.6%8.8%6.8%5.1%1.8%0.74%0.24%0.33%0.05%
Aug 202655.1%23.4%7.6%6.8%4.6%1.4%0.63%0.23%0.28%0.06%
Sep 202656.7%20%8.6%7%5.5%0.95%0.66%0.31%0.29%0.05%

How has the LinkedIn and Trade Me Jobs comparison changed over the last 12 months?

3 findings
  • LinkedIn was ahead of Trade Me Jobs in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, LinkedIn’s share of searches among job boards in New Zealand moved from 27.3% to 20%, and its estimated monthly branded searches moved from 203K to 166K.
  • Across the 12 months ending September 2026, Trade Me Jobs’ share of searches among job boards in New Zealand moved from 10.7% to 8.6%, and its estimated monthly branded searches moved from 79.5K to 71.6K.

How did search popularity change for New Zealand job boards in September 2026?

2 changes

  1. In September 2026, Trade Me Jobs gained share of searches among job boards in New Zealand, from 7.6% to 8.6%.

  2. In September 2026, LinkedIn lost share of searches among job boards in New Zealand, from 23.4% to 20%.

How are branded searches counted?

33 search terms

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

LinkedIn

11 branded search terms

  • linkedin
  • linkedin advertising
  • linkedin advertising management
  • linkedin business manager
  • linkedin campaign management
  • linkedin clm
  • linkedin company page
  • linkedin profile
  • linkedin recruiter
  • linkedin sales navigator
  • linkedin search

Trade Me Jobs

22 branded search terms

  • dunedin jobs trade me
  • jobs at trade me
  • jobs at trademe
  • jobs in nelson trade me
  • jobs in tauranga trade me
  • jobs nelson trade me
  • jobs on trade me
  • jobs trade me
  • nelson jobs trade me
  • trade me job
  • Trade Me Jobs
  • trade me jobs dunedin
  • trade me jobs dunedin nz
  • trade me jobs hamilton
  • trade me jobs in nelson
  • trade me jobs in tauranga
  • trade me jobs nelson
  • trade me jobs nelson nz
  • trade me jobs tauranga
  • trade me jobs tauranga nz
  • trade me tauranga jobs
  • trademe jobs

How the Brand Demand Index is measured

Other head-to-heads among job boards

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