Brandwave

AWF vs Tribe Recruitment:Which is more popular?

In September 2026, AWF had more branded searches than Tribe Recruitment among temp staffing agencies in New Zealand. AWF had about 3,600 branded searches, while Tribe Recruitment had 1,600. AWF made up 13.5% of all temp staffing agency searches we track, and Tribe Recruitment accounted for 6%. When we asked ChatGPT and Google AI Overviews about temp staffing agencies, AWF appeared in four of the five answers and Tribe Recruitment in two. AWF was mentioned before Tribe Recruitment in every answer that named either.

Among temp staffing agencies in New Zealand in September 2026

Who do people search for more?

AWF, about 2 searches for every 1 for Tribe Recruitment

AWF 3.6K searchesTribe Recruitment 1.6K searches

Who does AI mention more?

AWF, mentioned in 4 of 5 answers, Tribe Recruitment in 2

AWF in 4 of 5Tribe Recruitment in 2 of 5

Who does AI recommend more?

AWF, named ahead of Tribe Recruitment in 4 of 4 answers

AWF first in 4Tribe Recruitment never first

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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. Tribe Recruitment was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. AWF was listed before Tribe Recruitment in every answer that named either.

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. Allied Workforce10th
  11. +3 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
  • Hays1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 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 Tribe Recruitment more popular in search?

This chart shows how often people search Google for AWF and Tribe Recruitment 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 Tribe Recruitment among temp staffing agencies in New Zealand, by month

Share of searches by month for AWF, Tribe Recruitment. 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 Tribe Recruitment comparison changed over the last 12 months?

3 findings

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

4 changes

  1. In September 2026, Randstad overtook Hirestaff and Tribe Recruitment to rank 5th among temp staffing agencies in New Zealand, with 6.1% of the searches.

  2. In September 2026, Trade Assist overtook Tribe Recruitment to rank 7th among temp staffing agencies in New Zealand, with 6% of the searches.

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

  4. In September 2026, Tribe Recruitment lost share of searches among temp staffing agencies in New Zealand, from 7.3% to 6%.

How are branded searches counted?

2 search terms

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

Tribe Recruitment

1 branded search term

  • tribe recruitment

How the Brand Demand Index is measured

Other head-to-heads among temp staffing agencies

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