AWF vs Direction Recruitment:Which is more popular?
In September 2026, AWF had more branded searches than Direction Recruitment among whangarei recruitment agencies in New Zealand. AWF had about 70 branded searches, while Direction Recruitment had 60. AWF made up 25.9% of all whangarei recruitment agency searches we track, and Direction Recruitment accounted for 22.2%. When we asked ChatGPT and Google AI Overviews about whangarei recruitment agencies, Direction Recruitment appeared in all four answers and AWF in three. Direction Recruitment was mentioned before AWF in two out of three answers.
Who do people search for more?
AWF, about 17% more searches than Direction Recruitment
Who does AI mention more?
Direction Recruitment, mentioned in every answer we collected
Who does AI recommend more?
Direction Recruitment, named ahead of AWF in 2 of 3 answers
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Top whangarei recruitment agencies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Direction Recruitment appeared in all four answers. AWF was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Direction Recruitment was listed before AWF in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Direction Recruitment4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Adecco3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- AWF3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Dynamic Personnel3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Peak Recruitment2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about whangarei recruitment agencies
4 answers
Asked ChatGPT
“Which recruitment agency should I hire in Whangārei, New Zealand?”
Asked ChatGPT
“What are the best recruitment agencies in Whangārei, New Zealand?”
Asked ChatGPT
“What's the best recruitment agency in Whangārei, New Zealand for a local job opening?”
Searched Google, AI Overview
“whangarei recruitment agencies”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best whangarei recruiters”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is AWF or Direction Recruitment more popular in search?
This chart shows how often people search Google for AWF and Direction Recruitment by name. Each line represents a brand's share of searches for all five whangarei recruitment agencies we track, month by month, from searches in New Zealand.
Share of searches by month for AWF, Direction Recruitment. The figures are in the table below the chart.
View monthly share of searches table
| Month | Adecco | AWF | Direction Recruitment | Dynamic Personnel | Peak Recruitment |
|---|---|---|---|---|---|
| Oct 2025 | 28.1% | 34.4% | 25% | 12.5% | 0% |
| Nov 2025 | 20% | 31.4% | 31.4% | 17.1% | 0% |
| Dec 2025 | 38.5% | 34.6% | 19.2% | 7.7% | 0% |
| Jan 2026 | 37.1% | 25.7% | 25.7% | 8.6% | 2.9% |
| Feb 2026 | 40% | 25.7% | 20% | 11.4% | 2.9% |
| Mar 2026 | 29% | 35.5% | 22.6% | 12.9% | 0% |
| Apr 2026 | 23.1% | 34.6% | 34.6% | 7.7% | 0% |
| May 2026 | 35.5% | 29% | 25.8% | 9.7% | 0% |
| Jun 2026 | 38.2% | 26.5% | 23.5% | 11.8% | 0% |
| Jul 2026 | 36.7% | 23.3% | 20% | 16.7% | 3.3% |
| Aug 2026 | 32.1% | 32.1% | 21.4% | 10.7% | 3.6% |
| Sep 2026 | 37% | 25.9% | 22.2% | 11.1% | 3.7% |
How has the AWF and Direction Recruitment comparison changed over the last 12 months?
3 findings
- AWF was ahead of Direction Recruitment in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, AWF’s share of searches among whangarei recruitment agencies in New Zealand moved from 34.4% to 25.9%, and its estimated monthly branded searches moved from 110 to 70.
- Across the 12 months ending September 2026, Direction Recruitment’s share of searches among whangarei recruitment agencies in New Zealand moved from 25% to 22.2%, and its estimated monthly branded searches moved from 80 to 60.
How did search popularity change for New Zealand whangarei recruitment agencies in September 2026?
2 changes
In September 2026, Direction Recruitment gained share of searches among whangarei recruitment agencies in New Zealand, from 21.4% to 22.2%.
In September 2026, AWF lost share of searches among whangarei recruitment agencies in New Zealand, from 32.1% to 25.9%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using AWF’s and Direction Recruitment’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.
AWF
1 branded search term
- awf
Direction Recruitment
2 branded search terms
- direction recruitment
- direction recruitment whangarei
Other head-to-heads among whangarei recruitment agencies
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