AWF vs Rural Directions Recruitment & HR:Which is more popular?
In September 2026, AWF had more branded searches than Rural Directions Recruitment & HR among Hastings recruitment agencies in New Zealand. AWF had about 80 branded searches, while Rural Directions Recruitment & HR had 20. AWF made up 10.8% of all Hastings recruitment agency searches we track, and Rural Directions Recruitment & HR accounted for 2.7%. When we asked ChatGPT and Google AI Overviews about Hastings recruitment agencies, Rural Directions Recruitment & HR appeared in two of the three answers and AWF in none.
Who do people search for more?
AWF, about 4 searches for every 1 for Rural Directions Recruitment & HR
Who does AI mention more?
Rural Directions Recruitment & HR, mentioned in 2 of 3 answers, AWF in 0
Who does AI recommend more?
Rural Directions Recruitment & HR, the only one of the two named
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Top Hastings recruitment agencies in ChatGPT and Google AI Overviews
In three ChatGPT questions, Rural Directions Recruitment & HR was mentioned in two out of three: in two of the three ChatGPT answers. AWF did not appear in any of the three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
OneStaff3 of 3Named in 3 of 3 ChatGPT answers
Adecco3 of 3Named in 3 of 3 ChatGPT answers
Tradestaff2 of 3Named in 2 of 3 ChatGPT answers
Able Personnel2 of 3Named in 2 of 3 ChatGPT answers- Rural Directions Recruitment & HR2 of 3Named in 2 of 3 ChatGPT answers
Trade Assist1 of 3Named in 1 of 3 ChatGPT answers- AWF0 of 3Named in 0 of 3 ChatGPT answers
Populous People0 of 3Named in 0 of 3 ChatGPT answers
See every answer about Hastings recruitment agencies
3 answers
Asked ChatGPT
“Which recruitment agency should I hire in Hastings, New Zealand?”
Asked ChatGPT
“What are the best recruitment agencies in Hastings, New Zealand?”
Asked ChatGPT
“What's the best recruitment agency in Hastings, New Zealand for a new employee?”
Searched Google, AI Overview
“hastings recruitment agencies”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“temp agency hastings”
Google showed no AI Overview for this search.
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 AWF or Rural Directions Recruitment & HR more popular in search?
This chart shows how often people search Google for AWF and Rural Directions Recruitment & HR by name. Each line represents a brand's share of searches for all eight Hastings recruitment agencies we track, month by month, from searches in New Zealand.
Share of searches by month for AWF, Rural Directions Recruitment & HR. The figures are in the table below the chart.
View monthly share of searches table
| Month | OneStaff | Adecco | Trade Assist | Tradestaff | AWF | Populous People | Able Personnel | Rural Directions Recruitment & HR |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30% | 21.3% | 13.8% | 8.8% | 10% | 8.8% | 3.8% | 3.8% |
| Nov 2025 | 23.4% | 27% | 24.3% | 9.9% | 6.3% | 4.5% | 2.7% | 1.8% |
| Dec 2025 | 25% | 25% | 23.8% | 8.3% | 7.1% | 6% | 2.4% | 2.4% |
| Jan 2026 | 28.6% | 18.8% | 30.4% | 9.8% | 3.6% | 4.5% | 2.7% | 1.8% |
| Feb 2026 | 27% | 22.5% | 18% | 15.7% | 6.7% | 5.6% | 1.1% | 3.4% |
| Mar 2026 | 26.9% | 17.2% | 15.1% | 15.1% | 18.3% | 3.2% | 1.1% | 3.2% |
| Apr 2026 | 34.1% | 20% | 11.8% | 8.2% | 11.8% | 8.2% | 2.4% | 3.5% |
| May 2026 | 30.9% | 25% | 10.3% | 13.2% | 7.4% | 7.4% | 4.4% | 1.5% |
| Jun 2026 | 28.6% | 23.8% | 11.9% | 16.7% | 9.5% | 6% | 2.4% | 1.2% |
| Jul 2026 | 26.8% | 21.1% | 15.5% | 19.7% | 7% | 5.6% | 1.4% | 2.8% |
| Aug 2026 | 35.4% | 22.8% | 16.5% | 11.4% | 5.1% | 3.8% | 1.3% | 3.8% |
| Sep 2026 | 36.5% | 17.6% | 13.5% | 12.2% | 10.8% | 4.1% | 2.7% | 2.7% |
How has the AWF and Rural Directions Recruitment & HR comparison changed over the last 12 months?
3 findings
- AWF was ahead of Rural Directions Recruitment & HR in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, AWF’s share of searches among Hastings recruitment agencies in New Zealand moved from 10% to 10.8%, and its estimated monthly branded searches held steady at 80.
- Across the 12 months ending September 2026, Rural Directions Recruitment & HR’s share of searches among Hastings recruitment agencies in New Zealand moved from 3.8% to 2.7%, and its estimated monthly branded searches moved from 30 to 20.
How did search popularity change for New Zealand Hastings recruitment agencies in September 2026?
3 changes
In September 2026, Able Personnel overtook Rural Directions Recruitment & HR to rank 7th among Hastings recruitment agencies in New Zealand, with 2.7% of the searches.
In September 2026, AWF gained share of searches among Hastings recruitment agencies in New Zealand, from 5.1% to 10.8%.
In September 2026, Rural Directions Recruitment & HR lost share of searches among Hastings recruitment agencies in New Zealand, from 3.8% to 2.7%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using AWF’s and Rural Directions Recruitment & HR’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.
AWF
5 branded search terms
- awf
- awf hastings
- awf jobs
- awf labour hire
- awf recruitment
Rural Directions Recruitment & HR
1 branded search term
- rural directions
Other head-to-heads among Hastings recruitment agencies
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