If you own a business you need to hire, train, manage and maintain a staff that helps you grow. Managing people is a given, but an alarming number of companies don’t have someone dedicated to HR. Elephants Before Unicorns delivers recruiting advice, provides on-onboarding outlines and systems to help entrepreneurs gain and retain a quality workforce.

Foreword: Darrell West, VP Brookings and author of ‘The Future of Work’
Prologue: Why I wrote this book
Chapter 1: Elephant: Pressure to Hire Too Quickly
Chapter 2: Elephant: Recruiters are Hated: What are you going to do about it?
Chapter 3: Elephant: Recruiters’ Attitudes Suck
Chapter 4: Elephant: Bad Employer Brand
Chapter 5: Elephant: Impersonal Onboarding Process
Chapter 6: Elephant: Feedback Avoidance
Chapter 7: Elephant: Employee Disengagement
Chapter 8: Elephant: Non-Inclusive Workspace
Chapter 9: Elephant: Negotiation
Chapter 10: Elephant: Lack of Coaching
Chapter 11: Elephant: Action Addiction
Chapter 12: Elephant: Reskill Your Teams or Go Extinct
Chapter 13: Elephant: You Resist Emerging Work Trends
Chapter 14: Elephant: Fake Unicorn
Chapter 15: Be Like World Bank
Chapter 16: Where We’re Heading

How do you hire, onboard, and retain a great team?

Driven entrepreneurs seem to always be in search of their "unicorn" team—that match made in heaven that opens the door to freedom and endless possibility. Unfortunately, huge obstacles—the "elephants"—tend to get in the way.

Bringing her expertise from HR to EQ, Caroline Stokes offers real-world solutions to the people management problems business owners like you face right now. Dive into this book and learn how to:

Hire the right people by taking your time

Build an onboarding process that fits your company culture and makes new hires feel welcome

Keep employees happy, healthy, engaged, and educated so they always perform their best

Think smart before acting so strategies are their most effective

Adapt to industry trends and workforce shifts to earn the best results

"More money goes into bureaucratizing the workforce than inspiring the millions of people who turn up to work hoping to be able to do a good job each day. If more organizations paid attention to the lessons of this book, they would find both their work and their lives transformed."
—Margaret Heffernan, CEO and author of Willful Blindness

"In Elephants Before Unicorns, Caroline Stokes does an enlightening job of bringing emotional intelligence to the hiring, onboarding, engaging, developing, and leading aspects of people in organizations. Starting from her own frustration in big brand organizations, she followed her heart to discover the magic of what makes great organizations so special. There’s a lot you can use here to help transform your organization for the better. And it might save you some of the frustrations Caroline went through to get there."
—Steven J. Stein, founder and executive chairman of Multi-Health Systems, coauthor of The EQ Edge: Emotional Intelligence and Your Success and The EQ Leader

"In the advent of AI and robotics, fears abound about the future of work. Drawing on her vast experience as a business coach, Caroline cuts through the doom and gloom and offers an uplifting view of the next industrial revolution. In this informed, practical guide she demonstrates how tackling “elephants” or oft-invisible obstacles, while developing emotional intelligence is critical to success in an AI future. I recommend her book to people leaders who want to lean into their power and shape a future-forward workforce."
—Christopher Young, VP of Entertainment Creation Products Autodesk

"Want to get ahead in the talent wars? In Elephants Before Unicorns, Caroline Stokes has created a wise, practical success manual for modern leaders. If you seek to build talented teams—and ensure your organization thrives in the age of AI—pick up this book now."
—Dorie Clark, author of Entrepreneurial You and Stand Out, and adjunct professor Duke University Fuqua School of Business

"Caroline Stokes’ Elephants Before Unicorns is a must-read for business leaders. What worked for companies in the past will not work for forward-thinking organizations hoping to attract and retain the superstars of tomorrow. With humor and heart, Caroline brings her experience to bear in sharing how companies can win the war for talent and thrive in the AI age."
—Marshall Goldsmith, New York Times bestselling author of Triggers, Mojo, and What Got You Here Won’t Get You There

"With Elephants Before Unicorns, Caroline Stokes brings her years of experience, emotional intelligence and must-learn lessons for business giants. In a time where hiring the right players for your team has never been more important, this book has the winning formula for any and every hiring decision. I recommend you ride this wave with Caroline and watch the magic happen."
—Ian Curran, president and COO of Sega of America

Elephants Before Unicorns is a must-read for organizational leaders, from CEOs to stressed-out recruiters. When it comes to transforming the how and why your organization finds talent, every organization has problem areas holding us back from potential greatness. Caroline does a wonderful job of helping us discover and address these elephants in our own organizations so we can all thrive!
—Tim Sackett, president of HRU Technical Resources author of The Talent Fix

"A mindful organization starts with mindful leaders. Elephants Before Unicorns is an invaluable resource for leaders who want to evolve their companies’ emotional intelligence and create a happier workplace for their teams."
—Jacqueline Carter, partner at Potential Project International and author of The Mind of the Leader: How to Lead Yourself, Your People and Your Organization for Extraordinary Results

Publisher Marketing

Full-page ad in Entrepreneur print and digital magazine (3+ million readers/month)

Email campaign to minimum 420K Entrepreneur subscribers

Banner ads on Entrepreneur.com (audience 14 million unique visitors/month)

Book cover and text links within related articles and channels on Entrepreneur.com

Content campaigns shared via Entrepreneur’s social networks (14+ million engaged)

Digital galleys and press kits via NetGalley sent to top editors, reviewers, bloggers, and influential media contacts Author Marketing

Coordinated social media campaign on the author’s social channels (9,000 combined followers)

Author email marketing campaign to dedicated newsletter list of 7,500+

Speaking/promotional tour with a focus on keynotes and speaking engagements for recruiters, human resource professionals, and executives

Author is scheduled to speak at Entrepreneur India's event in Singapore in March 2019

Author is committed to a PR push via online blogs, webinars, and podcasts with partners such as Forbes (online column) and The Emotionally Intelligent Recruiter (podcast)

Author-driven university marketing campaign to alumni communities including ICF Vancouver and The Emotional Intelligence Training Company