Brandwave

Adecco vs AWF:Which is more popular?

In September 2026, Adecco had more branded searches than AWF among Hastings recruitment agencies in New Zealand. Adecco had about 130 branded searches, while AWF had 80. Adecco made up 17.6% of all Hastings recruitment agency searches we track, and AWF accounted for 10.8%. When we asked ChatGPT and Google AI Overviews about Hastings recruitment agencies, Adecco appeared in all three answers and AWF in none.

Among Hastings recruitment agencies in New Zealand in September 2026

Who do people search for more?

Adecco, about 63% more searches than AWF

Adecco 130 searchesAWF 80 searches

Who does AI mention more?

Adecco, mentioned in every answer we collected

Adecco in 3 of 3AWF in 0 of 3

Who does AI recommend more?

Adecco, the only one of the two named

Adecco first in 3AWF never named

Follow Adecco vs AWF and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top Hastings recruitment agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions, Adecco appeared in all three answers. AWF did not appear in any of the three answers.

Most recommended by AI

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

  1. OneStaff1st
  2. Adecco2nd
  3. Able Personnel3rd
  4. Tradestaff4th
  5. Rural Directions Recruitment & HR5th
  6. Trade Assist6th
  7. AWF–
  8. Populous People–

Mentioned by AI

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

See every answer about Hastings recruitment agencies

3 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 Adecco or AWF more popular in search?

This chart shows how often people search Google for Adecco and AWF by name. Each line represents a brand's share of searches for all eight Hastings recruitment agencies we track, month by month, from searches in New Zealand.

Adecco and AWF among Hastings recruitment agencies in New Zealand, by month

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

View monthly share of searches table
MonthOneStaffAdeccoTrade AssistTradestaffAWFPopulous PeopleAble PersonnelRural Directions Recruitment & HR
Oct 202530%21.3%13.8%8.8%10%8.8%3.8%3.8%
Nov 202523.4%27%24.3%9.9%6.3%4.5%2.7%1.8%
Dec 202525%25%23.8%8.3%7.1%6%2.4%2.4%
Jan 202628.6%18.8%30.4%9.8%3.6%4.5%2.7%1.8%
Feb 202627%22.5%18%15.7%6.7%5.6%1.1%3.4%
Mar 202626.9%17.2%15.1%15.1%18.3%3.2%1.1%3.2%
Apr 202634.1%20%11.8%8.2%11.8%8.2%2.4%3.5%
May 202630.9%25%10.3%13.2%7.4%7.4%4.4%1.5%
Jun 202628.6%23.8%11.9%16.7%9.5%6%2.4%1.2%
Jul 202626.8%21.1%15.5%19.7%7%5.6%1.4%2.8%
Aug 202635.4%22.8%16.5%11.4%5.1%3.8%1.3%3.8%
Sep 202636.5%17.6%13.5%12.2%10.8%4.1%2.7%2.7%

How has the Adecco and AWF comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: AWF took it in March 2026, Adecco took it in April 2026.
  • Across the 12 months ending September 2026, Adecco’s share of searches among Hastings recruitment agencies in New Zealand moved from 21.3% to 17.6%, and its estimated monthly branded searches moved from 170 to 130.
  • Across the 12 months ending September 2026, AWF’s share of searches among Hastings recruitment agencies in New Zealand moved from 10% to 10.8%, and its estimated monthly branded searches held steady at 80.

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

2 changes

  1. In September 2026, AWF gained share of searches among Hastings recruitment agencies in New Zealand, from 5.1% to 10.8%.

  2. In September 2026, Adecco lost share of searches among Hastings recruitment agencies in New Zealand, from 22.8% to 17.6%.

How are branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Adecco’s and AWF’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.

Adecco

16 branded search terms

  • adecco
  • adecco accounting
  • adecco employment services
  • adecco hastings
  • adecco jobs
  • adecco labour hire
  • adecco marketing
  • adecco marketing jobs
  • adecco personnel ltd
  • adecco property management
  • adecco recruitment
  • adecco temp agency
  • adecco whangarei
  • adecco work agency
  • staffing adecco
  • the adecco

AWF

5 branded search terms

  • awf
  • awf hastings
  • awf jobs
  • awf labour hire
  • awf recruitment

How the Brand Demand Index is measured

Other head-to-heads among Hastings recruitment agencies

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free