Hawthorn president Jeff Kennett has apologised for the AFL club's "dismal" form and says the coaching staff, like the players, are "on notice".

In a scathing column on the club's website, Kennett lambasted many in the team for lacking "skills, endeavour and simple ticker".

He said after entering the season with high hopes and some decent efforts in the first three rounds, the performances of the past three weeks were unacceptable.

"Reputations and goodwill have been totally used up. Everyone is on notice. No excuses accepted," Kennett said of a side that won the premiership just 18 months ago.

"Having said that, we will stick together to address the issues.

"The coach has put the players on notice, I have done the same with the coaches, and I expect you, the members, to do the same of me.

"Are we good enough to finish the year with our heads held high? I believe so. But a lot has to change as of now."

Kennett said he was feeling the same emotions as the club's supporters watching the Hawks fade out against Essendon on Saturday night but as the president he had to take responsibility.

"The buck stops with me. Please let me apologise to you all for our dismal performance over the last three weeks," he said.

"It is simply unacceptable and we all have to address the various issues quickly, if for no other reason than to win back some self respect.

"We offer no excuses for lack of skills, endeavour and simple ticker by many at the club.

He said expectations that the Hawks could be a premiership side this year had been "misplaced" and they were instead a "struggling club in the bottom four of the ladder".

Kennett's criticisms followed those by coach Alastair Clarkson directly after Saturday night's 43-point loss, in which the Bombers outscored them 4.7 to nothing in the final quarter.

It was the Hawks' fifth straight defeat, with their only win of the season so far over Melbourne in the opening round.

Clarkson said the team had shown a lack of "hunger and desire" and selection changes were needed until they could find players with those qualities.

The club's football director Jason Dunstall also lashed out on radio on Sunday, saying there were too many "soft players" in the side.

The Hawks are expected to make numerous changes for Saturday's Subiaco clash with West Coast, who also have just one win.

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