Brandwave

Backpacker Board vs LinkedIn:Which is more popular?

In September 2026, LinkedIn had more branded searches than Backpacker Board among job boards in New Zealand. LinkedIn had about 166,000 branded searches, while Backpacker Board had 2,600. LinkedIn made up 20% of all job board searches we track, and Backpacker Board accounted for 0.31%. When we asked ChatGPT and Google AI Overviews about job boards, LinkedIn appeared in three of the five answers and Backpacker Board in none.

Among job boards in New Zealand in September 2026

Who do people search for more?

LinkedIn, about 64 searches for every 1 for Backpacker Board

LinkedIn 166K searchesBackpacker Board 2.6K searches

Who does AI mention more?

LinkedIn, mentioned in 3 of 5 answers, Backpacker Board in 0

LinkedIn in 3 of 5Backpacker Board in 0 of 5

Who does AI recommend more?

LinkedIn, the only one of the two named

LinkedIn first in 3Backpacker Board never named

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Top job boards in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, LinkedIn was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Backpacker Board 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. 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 Backpacker Board or LinkedIn more popular in search?

This chart shows how often people search Google for Backpacker Board and LinkedIn 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.

Backpacker Board and LinkedIn among job boards in New Zealand, by month

Share of searches by month for LinkedIn, Backpacker Board. 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 Backpacker Board and LinkedIn comparison changed over the last 12 months?

3 findings
  • LinkedIn was ahead of Backpacker Board in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Backpacker Board’s share of searches among job boards in New Zealand held steady at 0.31%, and its estimated monthly branded searches moved from 2.3K to 2.6K.
  • 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.

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

2 changes

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

  2. In September 2026, Backpacker Board rose from 9th to 8th among job boards in New Zealand.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Backpacker Board’s and LinkedIn’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.

Backpacker Board

2 branded search terms

  • Backpacker Board
  • backpacker job board

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

How the Brand Demand Index is measured

Other head-to-heads among job boards

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