Brandwave

LinkedIn vs SEEK:Which is more popular?

In September 2026, SEEK had more branded searches than LinkedIn among job boards in New Zealand. SEEK had about 472,000 branded searches, while LinkedIn had 166,000. SEEK made up 56.7% of all job board searches we track, and LinkedIn accounted for 20%. When we asked ChatGPT and Google AI Overviews about job boards, SEEK appeared in four of the five answers and LinkedIn in three. SEEK was mentioned before LinkedIn in two out of three answers that named either.

Among job boards in New Zealand in September 2026

Who do people search for more?

SEEK, about 3 searches for every 1 for LinkedIn

SEEK 472K searchesLinkedIn 166K searches

Who does AI mention more?

SEEK, mentioned in 4 of 5 answers, LinkedIn in 3

SEEK in 4 of 5LinkedIn in 3 of 5

Who does AI recommend more?

SEEK, named ahead of LinkedIn in 2 of 3 answers

SEEK first in 2LinkedIn first in 1

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Top job boards in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SEEK was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. SEEK was listed before LinkedIn in two out of three answers that named either.

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 LinkedIn or SEEK more popular in search?

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

LinkedIn and SEEK among job boards in New Zealand, by month

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

3 findings
  • SEEK was ahead of LinkedIn in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, SEEK’s share of searches among job boards in New Zealand moved from 44.2% to 56.7%, and its estimated monthly branded searches moved from 328K to 472K.

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

2 changes

  1. In September 2026, SEEK gained share of searches among job boards in New Zealand, from 55.1% to 56.7%.

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

How are branded searches counted?

21 search terms

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

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

SEEK

10 branded search terms

  • jobs at seek
  • jobs in seek
  • jobs on seek
  • jobs seek
  • jobs with seek
  • SEEK
  • seek app
  • seek for jobs
  • seek job
  • seek jobs

How the Brand Demand Index is measured

Other head-to-heads among job boards

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