Brand Messaging

How we position ourselves

Our brand tagline 

Before you hire, check with Xref. 

What does this mean? 

  • We’re reliable
  • We’re trusted confidantes 
  • We support great hiring 
  • We’re THE tool for online reference checking

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?

Primary Logo & Mark

White & Back

Colour Palette

Primary Palette

Fill Colours
Xref Green
Velvet Purple
Dark Slate Blue
Subtle Grey

Typograhy Palette

Grey Colours
Dark Slate Grey

Typograhy Palette

Neutral Tone

Typography Styles


Typography - Messina Sans

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Body Copy

Typography - Messina Sans

Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of  type and scrambled it to make a type specimen book.

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Typography - Messina Sans
Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of  type and scrambled it to make a type specimen book.
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Additional Copy Elements

Typography - Messina Sans
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Typography - San Francisco

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Underline Text

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Highlight Text

Button Styles


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. The environment or scene should feel natural, not forced. Tonally the photography should be cool in tone and quite minimal. There should be no clutter or overcrowding in the shot. However, there needs to be an avoidance of feeling clinical or sterile.

Access Photo Library

Illustrations & Icons


Website blog

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Social Posts

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Downloadable content

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Product shots

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Case Studies


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PDF Report

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Investor Announcements

Website Announcements

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Investor release
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