Each company has its own set of gaols to achieve. These could be sales goals, production goals, productivity goals, corporate social responsibility goals. At the same time each employee has his or her personal goals. If both the company and personal goals are not aligned then the employee is either dissatisfied in the work environment thus reducing productivity or will leave the company.
It is therefore very important to align the employee to the company goals so that he/she feels that by achieving he company goals their gaols are also being met.