Brandwave

Labourforce vs Tradestaff:Which is more popular?

In September 2026, Tradestaff had more branded searches than Labourforce among trades and industrial recruitment in New Zealand. Tradestaff had about 5,400 branded searches, while Labourforce had 320. Tradestaff made up 29.5% of all trades and industrial recruitment searches we track, and Labourforce accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about trades and industrial recruitment, Tradestaff appeared in three of the four answers and Labourforce in two. Tradestaff was mentioned before Labourforce in two out of three answers.

Among trades and industrial recruitment in New Zealand in September 2026

Who do people search for more?

Tradestaff, about 17 searches for every 1 for Labourforce

Tradestaff 5.4K searchesLabourforce 320 searches

Who does AI mention more?

Tradestaff, mentioned in 3 of 4 answers, Labourforce in 2

Tradestaff in 3 of 4Labourforce in 2 of 4

Who does AI recommend more?

Tradestaff, named ahead of Labourforce in 2 of 3 answers

Tradestaff first in 2Labourforce first in 1

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Top trades and industrial recruitment in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Tradestaff was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Labourforce was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Tradestaff was listed before Labourforce in two out of three answers.

Most recommended by AI

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

  1. Techtrade Recruitment1st
  2. Tradestaff2nd
  3. Labourforce3rd
  4. OneStaff4th
  5. Trade Assist4th
  6. Tech 5 Recruitment6th
  7. Dynamix Recruitment–
  8. Apex Recruitment–
  9. Unite Recruit–
  10. Lynx Recruitment–
  11. +3 more

Mentioned by AI

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

  • OneStaff3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tradestaff3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Trade Assist2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Labourforce2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Techtrade Recruitment2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tech 5 Recruitment1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dynamix Recruitment0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Apex Recruitment0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Unite Recruit0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lynx Recruitment0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+3 more

See every answer about trades and industrial recruitment

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 Labourforce or Tradestaff more popular in search?

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

Labourforce and Tradestaff among trades and industrial recruitment in New Zealand, by month

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

View monthly share of searches table
MonthOneStaffTradestaffTrade AssistDynamix RecruitmentTech 5 RecruitmentLabourforceApex RecruitmentUnite RecruitLynx RecruitmentTechtrade RecruitmentAdvanced Personnel RecruitmentPersonnel TouchMills Recruitment
Oct 202550%23.3%9%4.7%3.1%1.4%1.4%2.1%2.6%0.9%0.58%0.48%0.48%
Nov 202544.2%25.6%9.5%4.8%3.4%4.2%1.2%2.3%2.3%1%0.52%0.52%0.43%
Dec 202546.6%23.2%9%6.5%2.5%5.7%1.1%1.4%1.7%1.1%0.45%0.52%0.26%
Jan 202644.9%27.3%10.4%5.1%2.4%2.4%1.4%1.3%2%0.71%0.56%0.61%0.86%
Feb 202648.5%23.8%9.3%3.9%2.6%2.6%1.8%1.7%1.8%1.4%0.76%0.92%0.92%
Mar 202645.3%26.5%8.6%4.4%2.9%1.9%1.6%1.6%2.9%1.6%0.69%0.93%1%
Apr 202646.3%26.3%6.6%5.3%3.5%2.3%2%1.6%2.4%1.6%0.54%0.89%0.84%
May 202647.8%27.5%7.2%4.5%3%1.6%1.6%1.3%1.7%1.3%0.56%0.97%0.86%
Jun 202649%27.8%5.8%4.6%3%1.6%1.8%1.3%1.7%1.3%0.72%0.77%0.46%
Jul 202645.6%30.8%6.2%4.2%3.4%1.5%1.1%1.8%1.9%1.5%0.8%0.85%0.63%
Aug 202643.5%30.3%8.3%5%2.7%1.8%1.5%1.8%1.5%1.2%0.78%1.1%0.62%
Sep 202642.5%29.5%10%5.5%3.2%1.7%1.4%1.4%1.2%1.1%0.93%0.82%0.6%

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

3 findings

How did search popularity change for New Zealand trades and industrial recruitment in September 2026?

2 changes

  1. In September 2026, Tradestaff lost share of searches among trades and industrial recruitment in New Zealand, from 30.3% to 29.5%.

  2. Estimated monthly branded searches for Labourforce in New Zealand rose 23.1% over 12 measured months, from 260 to 320 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Labourforce’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.

Labourforce

1 branded search term

  • labourforce

Tradestaff

1 branded search term

  • tradestaff

How the Brand Demand Index is measured

Other head-to-heads among trades and industrial recruitment

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