Brand Messaging

How we position ourselves

Our brand tagline 

Recruit, retain and remember the best talent

What does this mean? 

  • We’re reliable
  • We’re trusted confidantes 

Who is Xref

Xref is where genius meets simplicity.

Behind the personable Xref service is a team and platform that are willing to break convention to create opportunity.

Everything we do reflects our passion, innovation and drive.

What do we do? 

Short Description

Xref is trusted by businesses globally to offer reference, background and ID checks that are fast, simple and secure.

Long description

Xref is a best-in-class, global solution that makes reference, background and ID checking fast, simple and secure. The user-friendly technology is backed by local support teams, offers multi-language capabilities and meets the highest global compliance standards (ISO 27001). Xref is accessible from any device and integrates with multiple leading HR tools and ATS platforms to offer seamless, end-to-end recruitment workflows.

What’s our story?

Since 2009, Xref has been on a mission to bring positive change to the recruitment process. It is the product of a frustrated recruitment professional and an MBA-qualified technologist who both have a passion for positive change and teamed up to improve the efficiency, consistency and reliability of pre-employment reference checking. 

Headquartered in Sydney, the ASX listed company has since expanded across APAC, Europe, Canada and the USA. The flexibility of the product architecture enables Xref to tailor the solution to suit the needs and demands of each market and sector it serves. 

Xref now supports thousands of businesses across multiple markets and industries, delivering a robust and reliable service to some of the most highly regulated, audited and trusted companies globally. 

What makes us different? 

Compliance & governance

Xref is certified by the world’s highest global standard for data security. It is ISO 27001 certified and offers globally compliant data collection and storage. It meets all regulatory requirements, to ensure every candidate is assessed fairly.

Value & trust

Xref is trusted by more than 1,200 businesses globally. It offers a reliable tech solution with dedicated account managers and local support. It’s an enterprise-ready solution that scales with businesses as they grow.

Fraud detection

Xref detected more than 7,000 cases of potential fraud in one 12 month period. Xref's unique fraud algorithm monitors for unusual activity during a reference and raises a red flag if anything potentially fraudulent is detected.

Relevant & valuable insights

Xref offers candidate assessment and benchmarking at a glance. It delivers relevant data analytics to inform great recruitment decisions with tailored and comparable insights, perfect for candidate benchmarking.

A tailored experience

Xref offers opportunities to tailor the entire reference checking process to suit the needs and requirements of a business and the role being filled.

Time & efficiency

Xref references take 30 seconds to request and are returned in as little as 24 hours. And as a reference is completed, Xref notifies the requester, they do not have to wait until all responses have been received to start reviewing feedback.

Our customers

Informed recruitment & HR professionals looking for efficiency and more...

Our customers know the benefits of recruitment tech, today they expect faster, more secure options to traditional recruitment methods. But they also want to see real value in the solution they implement. It’s not enough that the technology just works, they want a trusted partner to support them in ensuring their personal position by delivering the results they need to make the best decisions for their business. 

The thousands of businesses Xref supports typically fall into four categories: 

  • In-house, corporate. The challenge: sourcing, hiring and retaining the best talent is tough in a candidate-led market.
  • In-house NFP & charity. The challenge: as one of the most audited sectors, supporting the most vulnerable communities, hiring due diligence is essential. 
  • Staffing & recruitment agencies.  The challenge: the pressure that comes with quickly placing high-quality candidates to help retain the best clients. 
  • Government. The challenge: the compliance needed to deliver a recruitment process that can compete with private sector hirers.   

Our people

We are passionate professionals.

We inspire and empower through innovation and smarts, keeping customers informed, supported and effective in their roles. 

We embrace technology and the value it offers, but we put people first.

We work hard and together we celebrate every individual and company success. We’ve hit some major milestones and we’ve had a lot of fun along the way. 


Our values and core beliefs.

Our Values

Driven by ambition

It's our goal to make a real difference in whatever we do. We’re redefining traditional processes by building meaningful and relevant solutions.

A big heart

Xref has a big heart - we have an unwavering passion for success. We put people first with our solution and in our workplace.

Positively charged

We are positively charged, with an incessant desire to succeed. We believe in challenging the status quo and providing extreme value.

Our Vision 

Be the trusted catalyst to positive recruitment results for every employer and jobseeker, by changing the way the world hires. 

Our Mission 

To continually exceed the expectations of a demand-driven world. Empowering great recruitment decisions with a platform businesses can trust to verify hires, and candidates can rely on to help them reach their potential.

Removing the distraction of manual processes, delivering insights that inform decision-making and putting essential tools at the fingertips of every business looking to build the best team, globally.


The way we communicate with others

Tone of voice 

Core principles 


Our audience and their situation is at the forefront of all communication decisions.  

Modestly informed 

We are proud to be the expert in our field but we’re a thought leader that’s still learning. 


The “Xref voice” can be heard in every engagement.

Supporting principles 

Fun but professional 

We take the value we add seriously, not ourselves. 

Insightful and inquisitive 

We are data-driven and we share our knowledge at every opportunity but we are always looking to learn more. 

Brave but smart 

Just the right level of fun, without undermining our intelligence. 

A few tips & rules...

The tips

For every piece of content, ask yourself: 

  • Is this suitable in terms of the audience/market conditions/timing?
  • Is the copy free of political views/opinions? 
  • Could anything in the copy be deemed harmful to another person? 
  • Does it present Xref as a brand at the forefront of the recruitment tech industry? 
  • Does it (where appropriate) demonstrate the Xref personality - is it fun, passionate and heartfelt? 
  • Does it (where appropriate) call on the expertise of outside sources to complement or add to the expertise we have authority to offer? 
  • Does it sound like a real person has written it? 
  • Does it position Xref as a forward-thinking brand with a vision for the future? 

The rules

If content is King, grammar is God! 

We must ensure the grammatical accuracy of every engagement, for the sake of the brand. 

Remember, investors are reading all public content, we want them to take it seriously.

Some common pitfalls to watch out for….

  • Remember a business is singular - always use “Xref IS…” not “Xref ARE…”
  • Avoid the overuse of “that” - whatever you’re writing, read it back and if you’ve included a “that” ask yourself if you need it. 
  • Be smart with repetition - while some can be effective, unintended repetition will be distracting for the audience. 
  • Check your adjectives - stay concise and keep “fluff” to a minimum.
  • Limit your exclamation points -  use words not punctuation to convey excitement.  
  • Check prepositions - use “more than” rather than “over, “less than” rather than “fewer” 
  • Consider your commas - read everything aloud, are all your commas necessary?
  • Xref is a proper noun - which means it’s all one word with a capital at the beginning, no other variations.
  • Remember your audience - our default spelling is to be kept Australian, American spelling is for North America targeted content only.

Primary Logo & Mark

White & Black
Xref logo on white background
Xref logo on black background


An area of clear space should be maintained around the logo that is equal or greater than the distance “X” as indicated in this diagram. 
Multiple Xref logos on transparent background


Partnership logos should follow clear space rules.
Xref and jobadder logo with transparent background

Logo guidance

Xref logo with transparent background
Do not use a drop shadow on the logo.
Xref logo with transparent background
The logo should never be cropped.
Xref logo with transparent background
Do not change the opacity of the logo.
Xref logo with transparent background
Do not stretch or distort the logo.
Xref logo on angle with transparent background
Logo must only be positioned horizontally on the page.
Xref logo with transparent background
Do not use other colours on the logo.

Colour Palette

Primary Palette

Our colours define us. Xref has always been recognised by the use of green in the logo and brand/marketing materials. This use of green has set us apart from our competitors. The Xref core green has been with the brand for a number of years and is the key driver for recognition within the logo. This core green is reserved specifically for the Xref logo, and is to only be used within the logo.

The primary palette is use to support the brand in brand and marketing collateral. When utilising the primary palette of greens, appropriate combinations of these colours can be seen in the colour combinations.

When executing typography, the primary text colour should either be Onyx or White. When appropriate, it is ok to utilise one of the greens from the primary palette, provided the result has enough contrast to remain legibile. Examples of this can be seen within ‘Brand in use’.
Xref Core Green

UI Palette

The UI palette, in particularly the amber, cherry, and their tints, is strictly reserved for use within the platform and representations of the platform.
Xref Core Green

Example colour combinations

Example colour gradients



Typography - TT Commons

Aa Bb Cc Dd Ee

Hero Header
40pt / Medium

Aa Bb Cc Dd Ee

20pt / Medium

Aa Bb Cc Dd Ee

16pt / Medium

Aa Bb Cc Dd Ee

14pt / Medium
Aa Bb Cc Dd Ee
12pt / Medium

Body Copy

Typography - TT Commons
10pt / Regular
Download TT Commons


Photography guidelines 

XREF is human-focused, so our photos are too. It's important to us that when communicating through photography the attitude of the XREF brand is clear. Photography should primarily be in situ and include faces with positive expressions, while avoiding faces and poses that feel stock-like or forced. The environment or scene should feel candid, with neutral, natural lighting, avoiding a clinical, cold feel.

XREF is an international brand, so our photos reflect this, including a diverse range of people from all kinds of backgrounds. These people should be wearing semi-casual to casual attire while still feeling polished or not ‘scrappy’. It is important that we reflect a more realistic, post-pandemic and modern workforce and avoid stereotypical representations of an office worker.

  • Images cannot look too cheesy.
  • Avoid filtered images.
  • Stay away from any that look too fake/staged.

Access Photo Library


Illustration guidelines 

A set of 2D and 3D shapes have been defined for use. These assets are simple, block-like, and in most cases, derived from an arrow, or an X-like form, to evoke a similar form to the Xref logo. Rounded edges have been used to soften and modernise the brand feeling, creating some contrast from the sharp form of the Xref logo. For each of these shape sets, certain guides have been set to ensure they are used consistently, whilst also allowing for flexibility, keeping the brand executions feeling fresh.

External to these defined shapes, general illustration is not to be used in brand executions.

Things to avoid
  • Cluttered, overlapping 2D shapes
  • Using shapes in outline form (to be used very sparingly)
  • Stay away from any that look too fake/staged.

2D Shapes

The Xref 2D shapes have been defined and ordered into three sets: Core, for key brand imagery that leans to a more professional audience or serious tone, and most closely evokes the X or arrow logo form. Secondary, to be used for more casual and playful use cases, and allow for a cleaner masking of imagery in their squarer forms. And Logo Sequence, which is to be tested.

These 2D shapes may be used in a variety of ways, including: as a background element, in large block form or repeating pattern, behind iconography and numbers as a housing element, or as a mask or frame for photography, to create dynamic, branded imagery. Examples of these 2D shapes in use may be seen in Brand in Use, and Combination Guidelines.

3D Shapes

A rendered set of simple, 3D shapes have been created for use in the Xref brand. These shapes are derived from the same forms as the defined 2D shapes above, and rendered across the spectrum of the colour palette, in opaque and semi-opaque glass textures as a callback to the Xref windows brand concept. The 3D shapes have a more specific, reserved use case - only to be used at key brand landmark points, for specific use cases, see Combination Guidelines.

In order to utlise the 3D shape pack, you will need to use blend modes to achieve opacity, such as screen & multiply. Adding slight light and dark gradient shadows and light refractions can help to create a more dynamic composition when multiple 3d shapes are employed.

Access 3D Shapes Library


Product icons

For product iconography we developed a set of three custom icons that represent Xref products (Reference, Pulse and Exit). When using thesse icons for corporate materials or promotions for specific products, must be used in either a circle or rounded square variation. The circle variant icon should be placed onto darker or lighter colours, whereas the rounded square variant will only work with a dark background. Outside of these variants, icons should be partnered with a colour block or shape to provide contrast and visual interest to the icon.

When scaling logos up or down a consistent stroke line thickness should be considered. An example of this can be seen in the difference of line thickness between icons sized to 18px (stroke weight of 1 px) and 36px (stroke weight of 1.5 px).

Access Icons

UI Iconography

For in product iconography we utilise an open source icon-pack called Phosphor. When using these icons in platform, they must be used in the ‘Duotone’ varient and the fill & stroke colour must be the same at all times. Icons must fall on a 2pt grid, and where possible should fall within a 4pt grid. Typical sizes used in the platform to date are displayed.

When scaling icons up or down a consistent stroke line thickness should be considered. An example of this can be seen in the difference of line thickness between icons sized to 18px (stroke weight of 1 px) and 36px (stroke weight of 1.5 px).

Access Phosphor

Iconography beyond platform

Social media & brand icons (simple)

For simple iconography we utilise an open source icon-pack called Phosphor. When using these icons in socials or corporate materials, they must be used in the ‘Regular’ variant with no fill. Icons should be partnered with a colour block or shape to provide contrast and visual interest to the icon. When scaling logos up or down a consistant stroke line thickness should be considered. An example of this can be seen in the difference of line thickness between icons sized to 18px (stroke weight of 1 px) and 36px (stroke weight of 1.5 px).

Access Phosphor
Platform features & Brand pillar icons

For feature iconography we utilise an open source icon-pack called Phosphor. When using these icons in socials or corporate materials, they must be used in the ‘Fill’ variant and use one to two complimentary colours from the colour palette, in addition to the box. Icons should be partnered with a colour block or shape to provide contrast and visual interest to the icon.

When scaling logos up or down a consistant stroke line thickness should be considered. An example of this can be seen in the difference of line thickness between icons sized to 18px (stroke weight of 1 px) and 36px (stroke weight of 1.5 px).

Access Icons

Product Shots

Product shot guidelines 

It’s important to showcase our product to prospects, there are a number of product shots available for candidates, referees and employers.

We have built up a visual language through the website that reflects the type of product shot. See example below for how these work.

  • Don’t increase image size as this will cause pixelation.
  • Make sure there’s content in relation to the screens.
  • Don’t use outdated screens.
  • Don’t add heavy drop shadows to the screens.

Access Product Images

Solutions & Use cases

When discussing the Xref product in relation to specific use cases, we utlise a combination of UI segments, and masked photographs of people.


When discussing broad platform level items, we utilise full UI shots, with 3D brand shapes as secondary background elements.

Platform features

When discussing specific platform features, we utilise segments of the UI, masked into 2D shapes.


Integration collage of various Xref partners

Integration guidelines

Better together. We love our integration partners, so what better way to showcase our powerful HR solutions than with in-platform screenshots?  

  • Don’t increase image size as this will cause pixelation.
  • Product shots must be sanitised - no real data.
  • Make sure the screens aren’t outdated.
  • Don’t add additional drop shadows to the screens.

Access Integrations

Brand in use


We’re a family and what better way to signify this than having unity across our social networks. LinkedIn cover images are available along with general messaging. There are also campaign specific designs for staff to use as well as a general overview of our messaging and some quick links.

When creating social media content it is important to remember the goal is to always attempt to make any images, illustrations or graphics relate to the content that is being posted. Additionally, when using Xref brand elements it is important to stick to the defined combinations of assets based on the context of the post. i.e. for internal culture use photos or masked photos. Remember with all content to make sure it meets the Xref standard of quality. That means correct size formatting and no pixelation or poor resolution images or graphics.

Social guidelines
  • Don’t use any old logos.
  • Don’t use stock photography that doesn’t fit within our guidelines.
  • Don’t use the favicon or logo as a full image for posts.
  • Make sure images or graphics are relatable to the content.
  • If using a photo or graphic, make sure it is not pixelated or low quality.
  • Don't use any inappropriate colours


Downloadable content

We’re industry experts and as the leaders it’s up to us to help guide the recruitment industry. There are a number of resources available that are industry specific, features within the Xref platform, integrations or thought leadership based.  
Access Downloadable Content
Google drive logo over a generic image of Xref branded document.


We want to make your job as easy as possible while still looking great! Presentations and Google Doc templates are available for all staff to use. 

To access the Google Slides template, select “New” at the top left hand side of the drive, hover over the Google Slides arrow and select “From a template”.

Access Templates

Where you can find us

style layout for template builderXref page design layoutGeneric profile page

Template Builder

We’re giving back to the HR community with our free reference template tool. Check out Template Builder and experience first hand how easy it is to build best-practice, compliant questionnaires.

Visit Template Builder


Looking for a more in depth presentation about Xref? Visit XF1 for full insights into Xref and how we’ve grown over the years. 

Visit XF1


We’re human centred and we like to verify the who, what and where of candidates. So we acquired RapidID - an extra lay of anti-fraud protection for our customers. Take a look at their website and see how easy it is to verify exactly who you’re talking to.
Visit RapidID