HAWTHORN president Jeff Kennett says there is no point shying away from or denying the club's disappointing start to 2010.

The Hawks have lost their last five games, and were comprehensively beaten by under-pressure rival Essendon on Saturday night.

Kennett aired his thoughts on Hawthorn's website on Monday, confirming that coach Alastair Clarkson, like the players, had been put on notice.

Speaking from Waverley Park on Tuesday, Kennett said the club had to be transparent.

"We've been that, and we haven't played as we'd like to have played but we're not going to whip each other to death," he said.

"There are more important things in life."

While praising Hawthorn's overall performance, Kennett said his honesty was an obligation to its members and that one division of the club was "playing below its weight".

"We are very much focused on correcting that and playing better," he said.

"My members expect their president to be transparent.

"I think I have every right on behalf of my members to express a view that is based on common sense and is honest.

"We're a big family and we're a happy family, but sometimes elements of the family and your family don't always perform as you'd wish."

Kennett expects Hawthorn to bounce back strongly against West Coast on Saturday, although he concedes injurie sare hurting the team.

"I think they will (bounce back) - I have no doubt. This is not just Jeff Kennett making a view public," he said.

"The coach and the whole club feels the same way and the players feel the same way. They're disappointed in their own performance.

"But I expect to see a very different game on Saturday afternoon."

Kennett said the only thing he wanted to see from Hawthorn was its very best effort, adding that winning was not everything.

"I don't set finite targets in the sense that every day has got to be lived at the highest level, but every day you've got to contribute and every day you've got to feel as though you've done your best - even if you don't walk off with the four points," he said.

And it would take "extraordinary circumstances" for him to address the players after a match.

Meanwhile, Hawthorn has announced an annual Kokoda game, with this year's to be played against the Sydney Swans in round 10.