Brandwave

AWF vs Tradestaff:Which is more popular?

In September 2026, Tradestaff had more branded searches than AWF among temp staffing agencies in New Zealand. Tradestaff had about 5,450 branded searches, while AWF had 3,600. Tradestaff made up 20.4% of all temp staffing agency searches we track, and AWF accounted for 13.5%. When we asked ChatGPT and Google AI Overviews about temp staffing agencies, AWF appeared in four of the five answers and Tradestaff in none.

Among temp staffing agencies in New Zealand in September 2026

Who do people search for more?

Tradestaff, about 51% more searches than AWF

Tradestaff 5.5K searchesAWF 3.6K searches

Who does AI mention more?

AWF, mentioned in 4 of 5 answers, Tradestaff in 0

AWF in 4 of 5Tradestaff in 0 of 5

Who does AI recommend more?

AWF, the only one of the two named

AWF first in 4Tradestaff never named

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Top temp staffing agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, AWF was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Tradestaff did not appear in any of the five answers.

Most recommended by AI

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

  1. AWF1st
  2. Hirestaff2nd
  3. Trade Assist3rd
  4. OneStaff4th
  5. Tribe Recruitment5th
  6. Adecco6th
  7. Drake7th
  8. Frog Recruitment8th
  9. Hays9th
  10. +1 more
  11. Tradestaff–
  12. +2 more

Mentioned by AI

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

  • AWF4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hirestaff4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Trade Assist3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OneStaff2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Adecco2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tribe Recruitment2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frog Recruitment2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Allied Workforce2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Drake1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tradestaff0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about temp staffing agencies

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 21, 2026.

Is AWF or Tradestaff more popular in search?

This chart shows how often people search Google for AWF and Tradestaff by name. Each line represents a brand's share of searches for all 13 temp staffing agencies we track, month by month, from searches in New Zealand.

AWF and Tradestaff among temp staffing agencies in New Zealand, by month

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

View monthly share of searches table
MonthOneStaffTradestaffAWFAdeccoRandstadHirestaffTrade AssistTribe RecruitmentFrog RecruitmentManpowerGroupDrakeAllied WorkforceHays
Oct 202531.6%16.2%12.8%9.4%8.7%4.6%5.7%6.8%1.4%1.4%0.53%0.78%0.04%
Nov 202529.5%19%15.1%9%3.5%6.5%6.5%6.5%1.6%0.96%0.58%1.1%0.03%
Dec 202532.9%18.4%11.6%10%4.3%6.3%6.3%6.3%1.5%0.87%0.58%0.92%0.05%
Jan 202630.2%19.6%12.9%11.1%3.7%5.7%6.8%5.7%1.7%0.79%0.82%0.86%0.04%
Feb 202632.5%17.4%13.9%10%4%6.2%6.2%6.2%1.5%0.81%0.69%0.81%0.04%
Mar 202629.1%18.8%14.9%10.8%4.5%5.4%5.4%6.4%1.6%1.1%0.71%1.2%0.03%
Apr 202628.8%18.4%14.6%10.9%5.4%6.5%4.1%6.5%1.9%1.1%0.73%1.1%0.04%
May 202631.5%19.5%12.8%9.8%4.8%6.7%4.6%5.7%2.6%0.78%0.5%0.85%0.04%
Jun 202631.7%19.7%12.8%11.3%3.6%6.8%3.6%5.7%2.6%0.71%0.71%0.82%0.04%
Jul 202627.8%20.7%13.6%12%5%6%3.8%6%2.2%0.98%0.79%0.94%0.04%
Aug 202627.9%21.1%11.2%10.3%5.1%7.3%5%7.3%2.3%0.77%0.85%0.81%0.04%
Sep 202627.6%20.4%13.5%10%6.1%6%6%6%2.2%0.79%0.71%0.67%0.04%

How has the AWF and Tradestaff comparison changed over the last 12 months?

3 findings
  • Tradestaff was ahead of AWF in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, AWF’s share of searches among temp staffing agencies in New Zealand moved from 12.8% to 13.5%, and its estimated monthly branded searches held steady at 3.6K.
  • Across the 12 months ending September 2026, Tradestaff’s share of searches among temp staffing agencies in New Zealand moved from 16.2% to 20.4%, and its estimated monthly branded searches moved from 4.5K to 5.5K.

How did search popularity change for New Zealand temp staffing agencies in September 2026?

2 changes

  1. In September 2026, AWF gained share of searches among temp staffing agencies in New Zealand, from 11.2% to 13.5%.

  2. In September 2026, Tradestaff lost share of searches among temp staffing agencies in New Zealand, from 21.1% to 20.4%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using AWF’s and Tradestaff’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

1 branded search term

  • awf

Tradestaff

2 branded search terms

  • tradestaff
  • tradestaff payroll

How the Brand Demand Index is measured

Other head-to-heads among temp staffing agencies

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