Brandwave

First Base Recruitment vs NZ Labour Hire:Which is more popular?

In September 2026, First Base Recruitment had more branded searches than NZ Labour Hire among Invercargill recruitment agencies in New Zealand. First Base Recruitment had about 30 branded searches, while NZ Labour Hire had 20. First Base Recruitment made up 4.3% of all Invercargill recruitment agency searches we track, and NZ Labour Hire accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about Invercargill recruitment agencies, First Base Recruitment and NZ Labour Hire each appeared in two of the four answers. NZ Labour Hire was mentioned before First Base Recruitment in every answer that named either.

Among Invercargill recruitment agencies in New Zealand in September 2026

Who do people search for more?

First Base Recruitment, about 50% more searches than NZ Labour Hire

First Base Recruitment 30 searchesNZ Labour Hire 20 searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

First Base Recruitment in 2 of 4NZ Labour Hire in 2 of 4

Who does AI recommend more?

NZ Labour Hire, named ahead of First Base Recruitment in 2 of 2 answers

NZ Labour Hire first in 2First Base Recruitment never first

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Top Invercargill recruitment agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, First Base Recruitment and NZ Labour Hire were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. NZ Labour Hire was listed before First Base 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. Enterprise Recruitment1st
  2. OneStaff2nd
  3. NZ Labour Hire3rd
  4. First Base Recruitment4th
  5. Advanced Personnel Recruitment5th
  6. HR South6th
  7. Blokhaus–

Mentioned by AI

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

  • Enterprise Recruitment3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • OneStaff3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • First Base Recruitment2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • NZ Labour Hire2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Advanced Personnel Recruitment1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • HR South1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Blokhaus0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about Invercargill recruitment agencies

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 First Base Recruitment or NZ Labour Hire more popular in search?

This chart shows how often people search Google for First Base Recruitment and NZ Labour Hire by name. Each line represents a brand's share of searches for all seven Invercargill recruitment agencies we track, month by month, from searches in New Zealand.

First Base Recruitment and NZ Labour Hire among Invercargill recruitment agencies in New Zealand, by month

Share of searches by month for First Base Recruitment, NZ Labour Hire. The figures are in the table below the chart.

View monthly share of searches table
MonthEnterprise RecruitmentOneStaffAdvanced Personnel RecruitmentFirst Base RecruitmentBlokhausHR SouthNZ Labour Hire
Oct 202534.4%37.5%10.9%4.7%1.6%6.3%4.7%
Nov 202538.3%38.3%9.9%2.5%1.2%6.2%3.7%
Dec 202547.7%22.7%13.6%4.5%2.3%4.5%4.5%
Jan 202649.2%26.2%9.2%4.6%1.5%6.2%3.1%
Feb 202637.3%37.3%10.4%4.5%1.5%4.5%4.5%
Mar 202640.7%27.9%10.5%7%2.3%8.1%3.5%
Apr 202637.5%30.4%12.5%3.6%3.6%8.9%3.6%
May 202635.7%30%17.1%4.3%2.9%5.7%4.3%
Jun 202630.5%42.7%12.2%3.7%2.4%3.7%4.9%
Jul 202635.1%41.6%10.4%3.9%1.3%3.9%3.9%
Aug 202640.3%29.9%13.4%4.5%3%6%3%
Sep 202637.1%35.7%14.3%4.3%2.9%2.9%2.9%

How has the First Base Recruitment and NZ Labour Hire comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand Invercargill recruitment agencies in September 2026?

2 changes

  1. NZ Labour Hire’s share of searches among Invercargill recruitment agencies in New Zealand has lost ground for 3 months in a row, from 4.9% to 2.9% in September 2026.

  2. In September 2026, First Base Recruitment rose from 5th to 4th among Invercargill recruitment agencies in New Zealand.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using First Base Recruitment’s and NZ Labour Hire’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.

First Base Recruitment

2 branded search terms

  • first base recruitment
  • first base recruitment invercargill

NZ Labour Hire

1 branded search term

  • nz labour hire

How the Brand Demand Index is measured

Other head-to-heads among Invercargill recruitment agencies

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