Kenexa (IBM) Brand Guide

1. 1
X
THIS IS KENEXA
Copyright Kenexa®, 2009

2. 2
THIS IS WHAT WE BELIEVE

3. 3
Our calling is improving lives by what we do
No matter who they are, or what part of the world they live in, people define themselves by the work that they
do. It’s unavoidable. Work can make us feel appreciated or ignored, connected or isolated, competent or foolish;
and have a profound effect on every part of our lives. At Kenexa, we believe that when people are in jobs they
love, they are not only more productive employees, they are also better parents, friends, partners and neighbors.
Our work is to make this happen for everyone. It’s our passion—our purpose—and it’s how we serve humanity
worldwide every day.

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THIS IS WHO WE ARE

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We serve humanity—Every day
We take our work very seriously, without being too serious. Day in, day out, we intelligently go forth and
accomplish great things.
In our short history, we’ve impacted the lives of more than 110 million people. This is not based on luck or good
fortune, but on intrinsic values that are hinged upon a mission bigger than ourselves.

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THIS IS HOW WE WANT TO BE SEEN

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Our goal is to be seen as one of the top three
companies serving business worldwide
We seek to multiply business success through transforming the global workforce. We will know we’ve arrived
when CEOs and CFOs of the world’s largest, most complex organizations immediately think of Kenexa when
faced with improving business results through people.
This is reflected in our cultural value proposition, truths, facts and brand essence.
The Adventurous Adviser
A hero seeking greater glory
and deeper truths, sharing knowledge
for the betterment of mankind.
TRUTHSFACTS
Company of many authors
Most comprehensive suite
of HR solutions
Technology built on science
Solutions across all offerings
Global reach
Aggressive achiever
Genuine friendships are built
Inspires people and companies
Respected for insights
and knowledge

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THIS IS WHO WE ARE TALKING TO AND
WHAT WE WANT THEM TO THINK AND FEEL

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We are speaking to three audiences
We are speaking to three audiences, first and foremost, ourselves. We are the brand expression, and we must live
it and speak it in every interaction we make, and every task we perform.
Second, we are speaking to business leaders. These are the individuals who will recognize what we can do for
their organization, and who will first see the impact of what we do. We are making HR more strategic, helping
business leaders leverage their most important investment—their people.This means solving business problems
and measuring business outcomes. We want senior leaders to invite us to work with them and be confident that
we will impact their overall performance.
Third, we are speaking to the entire HR industry. These are the people who will hire us. They represent our long-
term investment. To accomplish our goals, HR professionals need to be confident that no matter what they are
facing, working with Kenexa will make their company better—and they will be a factor of that success.

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THIS IS WHAT WE DO

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The Formula
We realize the formula for business success requires two elements—the individual and the environment. When
you multiply the right individual by the right environment, success is inevitable. The formula i x e = s is the
foundation of our brand promise.
Kenexaisthesecrettounlockinghumanpotential. Bycombiningscience,technology,processandconsulting,we
multiply HR success. We have the tools, services and technology needed to make this possible. Other companies
might be able to affect the i or the e, but no one else can multiply them to maximize business outcomes.
We must educate the world on what we stand for and what we deliver. The very act of using a formula serves as
a teaching mechanism, while the act of claiming the X makes us a hero for businesses worldwide.
One of the ways we deliver on the X factor of our business is through Extreme Service. Delivering on this promise
requires the commitment to being accurate, timely, responsive, proactive and, foremost, teaching our customers
how to solve business problems and improve business outcomes by using strategic HR solutions.
SCIENCE
PROCESS
TECHNOLOGY
CONSULTING
The Four Corners of The Formula

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THESE ARE THE RULES WE FOLLOW

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One voice, one company
A brand is made up of many elements.These elements help formulate how people view, understand and perceive
our brand. They are used together to create an emotional connection with Kenexa. The strategy behind these
elements is based on our brand promise, our positioning and our organizational goals—to drive us where we
are going as one organization.
Thissectionrepresentstheexpressionofourbrandthroughcopy,logoplacementandspecifications,typography,
imagery, color, graphical elements and multimedia. The consistency comes from the prevailing greatness of our
brand, not the rules and regulations around these guidelines.

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THIS IS HOW WE SOUND

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Voice and tone
The personalities and traits of Kenexa are communicated through voice, which guides the tone of written and
visual communications. To do this correctly, we must specially define how our voice sounds. Our voice should
always be crisp, simple, modern and smart.

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Content
We follow a few simple guidelines when writing copy:
Always keep copy concise and benefit-driven. Copy should be focused on customers and on the benefits and
measurable business outcomes we provide them—not on product features.
Always convey the sense that Kenexa is modern, smart and approachable. We are in business to transform the
workforce and maximize human potential—when this happens, the result is business success. Clients must feel
this through all of our messaging.
Be simple, direct and confident. We don’t“think”we can improve business, we“know”we can.
Don’t use exclamation points unless absolutely necessary. The only time this type of punctuation is necessary
is when you prefer to yell at the reader rather than speak professionally.

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THIS IS HOW WE REPRESENT

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Logo usage
Consistent logo usage is important in expressing our brand identity. Regardless of the medium in which it is used,
the integrity of Kenexa logos should remain constant. Kenexa logos should not be stretched, resized or altered
in any form. The following sections provide guidelines and clarification regarding Kenexa logos, including logo
variations, size, background and improper usage.

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Logo variations
Kenexa has multiple logo variations. These variations include primary and inversed identity, combined logo and
tagline, the equation logo (i X e = s), 2x primary logo, 2x secondary logo and Kenexa 2x product logos.
Primary Identity Logo
The primary identity for the Kenexa logo includes a full color version, one color in either black or white, and full
color web 2.0 reflection treatment. These variations are represented below:
FULL COLOR
BLACK
FULL COLOR WEB 2.0 REFLECTION
ONE COLOR

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Inversed identity logo
The Kenexa logo may also be inversed when working on full color backgrounds. The inversed Kenexa logo
reverses the background color and font color. This applies to full color, one color, black and white, and full color
web 2.0 reflection treatment. These variations are represented below.
FULL COLOR
BLACK
FULL COLOR WEB 2.0 REFLECTION
ONE COLOR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0
1 2 3 4 5 6 7 8 9 0
ONE COLOR
BLACK&WHITE
ONE COLOR
BLACK&WHITE
100%
90%
80%
70%
60%
50%
40%
CORPORATE FONTS
ITC Avant Garde Gothic:
Myrid Pro:
Tahoma:
Futura:
PMS
3005 C
PMS
539 C
PMS
Cool Gray
11 C
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0
SIZE TESTING
CORPORATE COLOR STANDARDS
STANDARD SIZE STANDARD SIZE STANDARD SIZE
IDENTITY STANDARD
BODY COPY STANDARD
WEB ALTERNATIVE FONT
PRIMARY NUMBER FAMILY
FULL COLOR WEB 2.0 REFLECTION TREATMENT FULL COLOR WEB 2.0 REFLECTION TREATMENT

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Combined logo and tagline
The tagline HR SUCCESS MULTIPLIED can be used in conjunction with the full color or inversed full color Kenexa
logo. The tagline follows the page alignment of the logo. For example, if the Kenexa logo is right aligned, the
tagline would also be right aligned with the logo.The combined logo and tagline is only used when the equation
logo is not used. The word HR in the tagline must be bolded in every usage. This graphical element provides the
viewer insight into our company’s primary focus.
FULL COLOR CENTER TAGFULL COLOR CENTER TAG
FULL COLOR LEFT TAG FULL COLOR LEFT TAG
FULL COLOR RIGHT TAG FULL COLOR RIGHT TAG

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Size
When using any variation of Kenexa logos, text should not be placed within half the heighth of the X of the
specific logo being used. This will ensure that the logo is visible and uncluttered by other imagery or content.
Text must stay at least half the
heighth of the‘x’away from the logo

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Incorrect usage
Using any Kenexa logo should follow the guidelines in this brand guide. Improper usage of Kenexa logos is
prohibited. Kenexa logos should not be stretched, resized or altered in any form. The Kenexa logo can only be
given out with expressed written consent to all outside parties.
If you have questions regarding the usage of Kenexa logos, please contact the Marketing Department.

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Kenexa product logos
KenexahassixproductlogofamiliesforKenexa2xapplicationsaswellassevencolortreatmentsfortheremaining
products. Each of these logos are color-coded based on the family type. For the complete list, please reference
page 29. Samples of different product logos and colors are provided below:
Survey Scorecard
®
Recruiter
®
BrassRing
Onboarding
Insight
®
Learning Management
CareerTracker
®
Recruitment Process Outsourcing

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The Formula (i X e = s)
The i X e = s logo can be used as either primary or inversed. Examples of these variations are below:
Improper usage of the formula is prohibited.The image should not be stretched, resized or altered in any format.

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THIS IS HOW WE SEE OURSELVES

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Colors
When it comes to expressing a brand, color is one of the most important components. Colors not only evoke
emotions, but they can also help define the identity and personality of a company. The Kenexa color palette
includes both primary and secondary colors. Primary colors represent the bold power sources behind the Kenexa
brand identity, while the secondary colors are inspired by our internal cultural brand identity. The following
sections provide guidelines on Kenexa primary and secondary colors and paper specifications.

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3005 C
R-0 G-129 B-198
C-100 M-28 Y-0 K-0
0081C6
PRIMARY COLORS
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
539 C
R-0 G-41 B-66
C-100 M-58 Y-23 K-77
002942
Employment Branding Family
KRI & KGS Family
Primary color palette
There are only two primary colors in the Kenexa color palette. These include dark navy and crisp blue. To ensure
consistency in use of these primary colors, we have provided the actual Pantone colors as well as color values for
RGB (onscreen usage), CMYK (print usage) and HEX values (web usage).
3005 C
R-0 G-129 B-198
C-100 M-28 Y-0 K-0
0081C6
PRIMARY COLORS
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
539 C
R-0 G-41 B-66
C-100 M-58 Y-23 K-77
002942
yment Branding Family
KRI & KGS Family
3005 C
R-0 G-129 B-198
C-100 M-28 Y-0 K-0
0081C6
PRIMARY COLORS
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
539 C
R-0 G-41 B-66
C-100 M-58 Y-23 K-77
002942
Employment Branding Family
KRI & KGS Family
3005 C
R-0 G-129 B-198
C-100 M-28 Y-0 K-0
0081C6
PRIMARY COLORS
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
539 C
R-0 G-41 B-66
C-100 M-58 Y-23 K-77
002942
randing Family
I & KGS Family

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SECONDARY COLORS
631 C
R-38 G-188 B-215
C-73 M-0 Y-11 K-0
26BCD7
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
347 C
R-0 G-154 B-73
C-96 M-0 Y-88 K-1
009A49
1795 C
R-223 G-37 B-28
C-0 M-96 Y-90 K-2
DF251C
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
268 C
R-80 G-45 B-127
C-86 M-100 Y-0 K-12
502D7F
215 C
R-180 G-5 B-75
C-5 M-100 Y-26 K-24
B4054B
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
158 C
R-232 G-117 B-17
C-0 M-64 Y-95 K-0
E87511
383 C
R-175 G-189 B-34
C-26 M-3 Y-93 K-17
AFBD22
P M S =
R G B =
CMYK =
HEX # =
Learning Family
Survey Family
Performance Family
Assessment Family
Recruitment Family
Onboarding Family
RPO Family
Secondary color palette
The secondary color palette features color-coded families for all Kenexa products. To ensure consistency in use
of these secondary colors, we have provided the actual Pantone colors as well as color values for RGB (onscreen
usage), CMYK (print usage) and HEX values (web usage). Please note the product family names (e.g. Learning
Family or Survey Family) next to each color family correspond to their specific uses. For example, when designing
something for the Survey division, the green color is only to be used as an accent color.The primary colors should
still be the most relevant in terms of color scheme.
SECONDARY COLORS
631 C
R-38 G-188 B-215
C-73 M-0 Y-11 K-0
26BCD7
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
347 C
R-0 G-154 B-73
C-96 M-0 Y-88 K-1
009A49
1795 C
R-223 G-37 B-28
C-0 M-96 Y-90 K-2
DF251C
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
268 C
R-80 G-45 B-127
C-86 M-100 Y-0 K-12
502D7F
215 C
R-180 G-5 B-75
C-5 M-100 Y-26 K-24
B4054B
P M S =
R G B =
CMYK =
HEX # =
P M S =
R G B =
CMYK =
HEX # =
158 C
R-232 G-117 B-17
C-0 M-64 Y-95 K-0
E87511
383 C
R-175 G-189 B-34
C-26 M-3 Y-93 K-17
AFBD22
P M S =
R G B =
CMYK =
HEX # =
Learning Family
Survey Family
Performance Family
Assessment Family
Recruitment Family
Onboarding Family
RPO Family

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Paper specifications
In order for the Kenexa primary and secondary colors to be correctly represented in print, and for professional
presentation of Kenexa materials, we have provided guidelines for paper specifications.
Kenexa uses two different thicknesses of paper depending on the situation. For documents that have a large
amount of text, 32-pound text is standard. For documents that require a thicker stock, 80-pound cover is the
standard. 98 brightness is mandatory to correctly showcase Kenexa color palettes. Recycled paper is also
recommended whenever possible.

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This is how we style
When dealing with the written word, presented on the printed page or in a digital display, the choice of typeface
is important because it gives the message a distinct personality and character.
Logo Fonts
Avante Garde should be used solely in Kenexa logos. Futura should be used when representing numbers in
Kenexa logos. These fonts provide the basis for Kenexa’s identity standard in branded typography.
Kenexa Collateral Fonts—Product Slicks, White Papers, Case Studies and HR Thought Leadership Articles
The Myriad Pro font family should be used for Kenexa Product Slicks, White Papers, Case Studies and HRThought
Leadership Articles. This sans-serif font is clean, crisp and easy-to-read.
EvolveHR
Perpetua should be used for EvolveHR
magazine.The narrow character width of Perpetua provides flexibility when
arranging large amounts of content in a narrow horizontal space.
Event Collateral and Kenexa Visual Model Fonts
The Myriad Pro font family should be used in Kenexa event collateral, including Save the Dates, Invites, Agendas
and Surveys. Kenexa Models should also feature Myriad Pro. This font is a sans-serif typeface, which means the
letters do not have any superfluous lines.
Microsoft Products Fonts—(Microsoft PowerPoint, Excel, Word)
Arial should be used for the Microsoft suite. It is available for both Windows and Macintosh platforms.
Web Fonts
Helvetica and Tahoma should be used in web or online formats. These sans-serif fonts are especially suitable
for on-screen display. With optimized character spacing, these fonts offer superior legibility and readability for
monitor display, even at small sizes.

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This is how we style
Below are the typefaces chosen for specific media.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz
ITC Avant Garde Gothic: Book Condensed
Any Font Letter Within A Product Name
Futura:
Any Number within a Logo
Myriad Pro:
Kenexa Corporate Font:
Font used outside the Logo Family
Perpetua:
Can be used for body copy
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz
A B C D E F G H I J K L M N O P Q R ST UVW XY Z
abcdefghijklmnopqrstuvwxyz
1 2 3 4 5 6 7 8 9 0
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuvwxyz
ITC Avant Garde Gothic: Book
Any Font Letter Within A Logo

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THIS IS HOW WE VISUALIZE

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Imagery
The use of imagery is one of the most tangible ways a brand reveals itself and defines its personality. Imagery will
help us strengthen our brand and support the four characteristics we want to convey:
crisp, simple, smart and modern.
The use of stock photography should be limited, if used at all. We are a global company and we must represent
this visually in the imagery we choose—stock photography does not fully support the representation of our
global footprint.
OurpreferredmethodforimageryisVector.Vectoristheuseofgeometricalprimitives,suchaspoints,lines,curves
and shapes, which are all based on mathematical equations. Vector graphics support our brand characteristics
and give us a unique style in the market place. If photography must be used, the image should be designed using
a vector graphic.
Imagery should be focused on complementing the X, our central graphical element. It is important that the
brand colors, or colors that complement and reflect the secondary palette, are used in all imagery.
Positive imagery Uses
• Explore interesting angles and crops that best represent Kenexa’s personality
• Reflect the diversity of our audiences and global customer base
• Ensure imagery is authentic and natural, not posed or artificial
• Ensure all colors support Kenexa blue and the secondary palette
• Seek to limit the use of stock photography
• Prefer use of black and white imagery
Negative Imagery Uses
• Do not use posed stock photography
• Do not use clip art under any circumstance
• Do not use imagery with stereotypical scenes or events

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THIS IS HOW WE INCORPORATE

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This is how we style
Graphic Elements
The below elements were created to support our brand message and visuals, and to complement our logo.They can
be used in combinations to support different messaging and visual needs.
Element One: i X e = S
The formula should always be used in the specified font and colors to ensure consistency
and to compliment the logo. The space around the formula should be clutter-free and clean.
Element Two: X
The X is the mark of Kenexa and should be used in situations where it can visually make
the message stronger. The X should only appear in the specified shades of Kenexa blue,
black or white, and should never be recreated or altered.
Element Three: i
The i can be used alone when explaining the individual element of the formula. The i
cannot be used alone if there is no explanation to its meaning.
Element Four: e
The e can be used alone when explaining the individual element of the formula. The e
cannot be used alone if there is no explanation to its meaning.
Element Five: X pattern
The X pattern serves as an extension of the Kenexa logo. The X pattern may be used on
specific pieces to help identify and visually differentiate the Kenexa brand. The element
should not be screened back more than 20 percent and the color of the pattern should
always be the Kenexa blue.
Element Six: Carrot or negative space derived from the X
The carrot or negative space around the X can be used to differentiate products. The
color of the carrot should be specific to the product color specified in the Software
Application guide.

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THIS IS HOW WE INTERACT

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As dynamic media become more prominent and relevant in the business environment, Kenexa will embrace multimedia and digital
ventures as part of our overall marketing communications strategy. Video also upholds our corporate social responsibility effort and
can be leveraged in place of in-person meetings.
Overall, video communication connects with viewers from a multi-sensory perspective—it speaks to all of our senses. More than any
other medium, video alters our paradigms and changes the way we see the world. Video places the message in context and creates a
place where viewers can be challenged on a thoughtful and emotional level.
Video Applications
The use of Video will be incorporated into multiple Kenexa communication outlets. The following sections will highlight areas for
Kenexa video use.
Kenexa Products
• Featured within products (promoting Kenexa Thought Leadership)
• Product demos
Sales
• Part of sales presentations (for large Enterprise deals)
Training
• New product training for employees, including sales force
• New product training for clients
Video

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Video (continued)
Marketing
• Television spots/commercials
• You Tube viral videos
• Client testimonials
• Video Pods
• Webcasting (live, streaming media)
• Thought Leadership on Kenexa.com
• Social networking sites
Employees
• Onboarding
• Employment branding
• Cross-cultural learning
• Company initiatives
• Ceremonies and events
Clients
• Project overviews
• Selling Kenexa’s Value Proposition to clients
Mergers and Acquisitions
• Introducing Kenexa’s company culture

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Podcasting
A podcast is a multimedia file that combines sound, visual and textual information, distributed over the web
via syndication feeds. Users can play the files either at a computer or on a mobile device such as an iPod at
their convenience. The ability to syndicate multimedia in a feed using RSS has changed the distribution and
strengthened the use of audio and other multimedia content.

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The Purpose of Podcasting
The primary purpose of podcasting is to provide a media outlet for Kenexa content and thought leadership. Kenexa is seeking to establish
a foothold in the podcasting web space and to be first-in-market for podcasting in the human capital management industry.
Our brand in the HR audience will create credibility and recognition, while reinforcing science as one of the corners of our business.
Podcasting will also create exposure of Kenexa’s overall brand to a broad range of potential podcast subscribers, while reinforcing the
individual talents of Kenexa thought leaders.
Communication regarding Kenexa podcasting focuses on our customized website that offers HR professionals, business leaders and even
students the ability to see, understand and connect with Kenexa. This will impact the perception of Kenexa’s accessibility significantly.
Podcasting Applications
Kenexa Products
• Advertising
Sales
• Sales presentations—leave behinds
• Selling Kenexa’s Value Proposition’s to clients
Training
• New product training for employees, including sales force
• New product training for clients
Marketing
• Client testimonials
• Webcasting (live, streaming media)
• Thought Leadership on Kenexa.com
Employees
• Onboarding
• Employment branding
• Cross-cultural learning
• Company initiatives
Clients
• Project overviews