Brandwave

LinkedIn vs Sidekicker:Which is more popular?

In September 2026, LinkedIn had more branded searches than Sidekicker among job boards in New Zealand. LinkedIn had about 166,000 branded searches, while Sidekicker had 5,520. LinkedIn made up 20% of all job board searches we track, and Sidekicker accounted for 0.66%. When we asked ChatGPT and Google AI Overviews about job boards, LinkedIn appeared in three of the five answers and Sidekicker in none.

Among job boards in New Zealand in September 2026

Who do people search for more?

LinkedIn, about 30 searches for every 1 for Sidekicker

LinkedIn 166K searchesSidekicker 5.5K searches

Who does AI mention more?

LinkedIn, mentioned in 3 of 5 answers, Sidekicker in 0

LinkedIn in 3 of 5Sidekicker in 0 of 5

Who does AI recommend more?

LinkedIn, the only one of the two named

LinkedIn first in 3Sidekicker 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. Sidekicker 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 LinkedIn or Sidekicker more popular in search?

This chart shows how often people search Google for LinkedIn and Sidekicker 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 Sidekicker among job boards in New Zealand, by month

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

3 findings
  • LinkedIn was ahead of Sidekicker 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, Sidekicker’s share of searches among job boards in New Zealand moved from 1.1% to 0.66%, and its estimated monthly branded searches moved from 8.2K to 5.5K.

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. Estimated monthly branded searches for Sidekicker in New Zealand fell 32.7% over 12 measured months, from 8.2K to 5.5K in September 2026.

How are branded searches counted?

14 search terms

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

Sidekicker

3 branded search terms

  • Sidekicker
  • sidekicker app
  • sidekicker jobs

How the Brand Demand Index is measured

Other head-to-heads among job boards

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