Brandwave

Apex Recruitment vs Labourforce:Which is more popular?

In September 2026, Labourforce had more branded searches than Apex Recruitment among trades and industrial recruitment in New Zealand. Labourforce had about 320 branded searches, while Apex Recruitment had 260. Labourforce made up 1.7% of all trades and industrial recruitment searches we track, and Apex Recruitment accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about trades and industrial recruitment, Labourforce appeared in two of the four answers and Apex Recruitment in none.

Among trades and industrial recruitment in New Zealand in September 2026

Who do people search for more?

Labourforce, about 23% more searches than Apex Recruitment

Labourforce 320 searchesApex Recruitment 260 searches

Who does AI mention more?

Labourforce, mentioned in 2 of 4 answers, Apex Recruitment in 0

Labourforce in 2 of 4Apex Recruitment in 0 of 4

Who does AI recommend more?

Labourforce, the only one of the two named

Labourforce first in 2Apex Recruitment never named

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Top trades and industrial recruitment in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Labourforce was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Apex Recruitment did not appear in any of the four answers.

Most recommended by AI

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

  1. Techtrade Recruitment1st
  2. Tradestaff2nd
  3. Labourforce3rd
  4. OneStaff4th
  5. Trade Assist4th
  6. Tech 5 Recruitment6th
  7. Dynamix Recruitment–
  8. Apex Recruitment–
  9. Unite Recruit–
  10. Lynx Recruitment–
  11. +3 more

Mentioned by AI

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

  • OneStaff3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tradestaff3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Trade Assist2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Labourforce2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Techtrade Recruitment2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tech 5 Recruitment1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dynamix Recruitment0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Apex Recruitment0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Unite Recruit0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lynx Recruitment0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+3 more

See every answer about trades and industrial recruitment

4 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 21, 2026.

Is Apex Recruitment or Labourforce more popular in search?

This chart shows how often people search Google for Apex Recruitment and Labourforce by name. Each line represents a brand's share of searches for all 13 trades and industrial recruitment we track, month by month, from searches in New Zealand.

Apex Recruitment and Labourforce among trades and industrial recruitment in New Zealand, by month

Share of searches by month for Labourforce, Apex Recruitment. The figures are in the table below the chart.

View monthly share of searches table
MonthOneStaffTradestaffTrade AssistDynamix RecruitmentTech 5 RecruitmentLabourforceApex RecruitmentUnite RecruitLynx RecruitmentTechtrade RecruitmentAdvanced Personnel RecruitmentPersonnel TouchMills Recruitment
Oct 202550%23.3%9%4.7%3.1%1.4%1.4%2.1%2.6%0.9%0.58%0.48%0.48%
Nov 202544.2%25.6%9.5%4.8%3.4%4.2%1.2%2.3%2.3%1%0.52%0.52%0.43%
Dec 202546.6%23.2%9%6.5%2.5%5.7%1.1%1.4%1.7%1.1%0.45%0.52%0.26%
Jan 202644.9%27.3%10.4%5.1%2.4%2.4%1.4%1.3%2%0.71%0.56%0.61%0.86%
Feb 202648.5%23.8%9.3%3.9%2.6%2.6%1.8%1.7%1.8%1.4%0.76%0.92%0.92%
Mar 202645.3%26.5%8.6%4.4%2.9%1.9%1.6%1.6%2.9%1.6%0.69%0.93%1%
Apr 202646.3%26.3%6.6%5.3%3.5%2.3%2%1.6%2.4%1.6%0.54%0.89%0.84%
May 202647.8%27.5%7.2%4.5%3%1.6%1.6%1.3%1.7%1.3%0.56%0.97%0.86%
Jun 202649%27.8%5.8%4.6%3%1.6%1.8%1.3%1.7%1.3%0.72%0.77%0.46%
Jul 202645.6%30.8%6.2%4.2%3.4%1.5%1.1%1.8%1.9%1.5%0.8%0.85%0.63%
Aug 202643.5%30.3%8.3%5%2.7%1.8%1.5%1.8%1.5%1.2%0.78%1.1%0.62%
Sep 202642.5%29.5%10%5.5%3.2%1.7%1.4%1.4%1.2%1.1%0.93%0.82%0.6%

How has the Apex Recruitment and Labourforce comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand trades and industrial recruitment in September 2026?

2 changes

  1. In September 2026, Apex Recruitment rose from 8th to 7th among trades and industrial recruitment in New Zealand.

  2. Estimated monthly branded searches for Labourforce in New Zealand rose 23.1% over 12 measured months, from 260 to 320 in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Apex Recruitment’s and Labourforce’s 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.

Apex Recruitment

3 branded search terms

  • Apex Recruitment
  • apex recruitment jobs
  • apex recruitment vacancies

Labourforce

1 branded search term

  • labourforce

How the Brand Demand Index is measured

Other head-to-heads among trades and industrial recruitment

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