The Goal-Getter’s Dilemma: Why Misaligned GM Objectives Doom Efforts & How to Fix It

What happens when Global Mobility professionals chase goals that aren’t aligned with their organization’s broader strategy? Let me give you some results as examples: inefficiency, frustration, and inevitable failure. Misalignment creates a disconnect that doesn’t just waste time and resources. It can cripple the very foundation of a company’s global talent strategy.

Think about it: your organization invests heavily in international assignments to drive growth, expand into new markets, or develop future leaders. Yet, if the goals of Global Mobility, HR, and senior leadership don’t align, those efforts lose their impact. GM becomes just a logistical function, missing its potential as a strategic enabler (I wrote about this in greater detail before, just click here).

Now, this problem isn’t hypothetical. It’s happening in organizations around the world. And it’s not just about the company losing out. Misalignment demotivates the GM professionals managing these programs, leaving them feeling undervalued and disconnected from the bigger picture. That’s where the real danger lies.

Goal alignment is not just a corporate buzzword. Goal alignment is the key to unlocking Global Mobility’s true potential. When everyone - from the CEO to the GM manager - works toward shared objectives, the results are transformational. So why does alignment still feel like the exception rather than the rule?

Let’s break it down. What’s causing this disconnect, and how can GM professionals, HR leaders, and business executives fix it?

Who Is This For?
Global Mobility professionals, HR leaders, and organizational strategists who recognize the importance of aligning goals at every level - from corporate strategy to individual aspirations - to unlock the true potential of GM programs.

What Is It About?
This article dives into the critical role of goal alignment in ensuring the success of Global Mobility initiatives. Drawing on practical insights and academic theory, it emphasizes the consequences of misalignment, explores how understanding motivation can foster alignment, and outlines actionable strategies for embedding alignment into GM programs. It also introduces tools like the MasteringGM? WAVE Framework as essential for aligning organizational, professional, and personal goals.

What to Get Out of It?
Gain a deeper understanding of why misalignment dooms GM efforts and how alignment drives efficiency, engagement, and success. Discover how aligning goals creates a win-win-win for organizations, GM professionals, and expatriates alike. Learn actionable strategies to design, execute, and measure aligned GM programs that deliver tangible value across all stakeholders.        

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The Core Problem: Misaligned Goals and Fragmented Efforts

At the heart of the Global Mobility challenge often lies a critical issue: misaligned goals. Organizations regularly view Global Mobility through a fragmented lens, focusing on short-term tasks like relocating employees or managing compliance. Meanwhile, the broader strategic objectives, like building a global leadership pipeline or supporting market expansion, get sidelined. The result? A reactive function that fails to deliver on its potential.

Now, imagine this scenario: HR sets goals around talent retention and leadership development. Senior leadership is fixated on achieving rapid international growth. Meanwhile, GM professionals are buried in logistics, prioritizing efficiency and cost-cutting. These competing priorities pull the organization in different directions, creating friction and inefficiencies. Worse still, employees on the ground experience the fallout through poorly managed relocations, lack of support, and unclear objectives.

However, the fragmentation doesn’t stop there. Personal goals often get lost in the mix. GM professionals want career growth, recognition, and a sense of purpose (we all do, this shouldn’t come as a surprise) and expatriates also seek opportunities to advance their careers while balancing family and personal life. When these individual aspirations are ignored, motivation wanes. The ripple effect? Reduced employee engagement, diminished program effectiveness, and a loss of trust in the organization’s ability to manage mobility strategically.

Misalignment isn’t just an operational failure. I say it is a leadership failure! Without clear alignment between organizational, departmental, and individual goals, every stakeholder suffers. Companies struggle to justify the costs of their GM programs. HR loses its ability to deliver meaningful talent strategies. GM professionals feel stuck in a thankless job, and employees on assignment feel unsupported.

In essence, this isn’t just a missed opportunity, it’s a crisis. The disconnect between the “why” of Global Mobility and the “how” creates an environment where even the most well-intentioned programs fall short. The good news? This isn’t an unsolvable problem. It’s a leadership challenge that starts with understanding the deeper drivers of behavior and aligning those drivers with organizational strategy. Let’s dive into why this matters and how it can be fixed.

The Science Behind Alignment: Why Understanding Motivation is Critical

?As a Professor in International Human Resource Management and an advocate for aligning strategy with human behavior, I’ve often turned to theories that explain what truly drives people. One particularly relevant model is Vroom’s Expectancy Theory, which underscores how motivation is rooted in three key factors: expectancy, instrumentality, and valence. Let’s break these down to understand their implications for Global Mobility.?

1.???????? Expectancy: Do people believe their efforts will lead to desired performance? For GM professionals, this could mean asking, “Do I have the tools, support, and clarity I need to achieve my objectives?” Without proper alignment between organizational goals and the resources GM professionals are given, motivation plummets. The same applies to expatriates - if they don’t believe their international assignment will position them for career advancement, why would they fully invest their effort??

2.???????? Instrumentality: Will good performance lead to a reward? In the context of Global Mobility, this might look like clear pathways for career growth for both GM professionals and assignees. If achieving alignment between organizational goals and GM strategies feels like a thankless task, i.e., one that doesn’t result in recognition or advancement, motivation to engage in that alignment disappears.?

3.???????? Valence: Is the reward meaningful to the individual? This is where personal goals come into play. For example, a GM professional may deeply value career development opportunities, while an expatriate might prioritize work-life balance during an assignment. Without understanding these individual preferences, organizations risk offering rewards that fail to resonate.?

When these elements are out of sync, you see the breakdowns we explored earlier: disengaged employees, frustrated GM professionals, and underwhelming program results. However, when organizations align these factors - when they offer meaningful rewards, demonstrate clear linkages between effort and outcomes, and ensure that individuals believe they can succeed - you create an environment where alignment thrives.

Expectancy theory isn’t just academic, I think it is deeply practical. Research consistently shows that motivated employees, whether they’re GM professionals or assignees, are more productive, more engaged, and more likely to contribute to organizational success. By understanding the psychological drivers behind motivation, companies can create systems where personal, departmental, and organizational goals intersect seamlessly.

Here’s where leadership plays a crucial role. Senior management must foster an environment where GM professionals feel their work directly contributes to broader goals. It’s about more than budgets and policies, it is about crafting a narrative where every individual sees their contribution as vital to the organization’s success.

As a Professor and practitioner, I’ve seen the transformational impact of goal alignment firsthand. When GM professionals are supported with the right tools and when individual and organizational goals are in harmony, the results speak for themselves. Let’s now explore the tangible benefits this alignment brings and why every stakeholder stands to win.

The Benefits of Goal Alignment: A Win-Win-Win Scenario?

When Global Mobility professionals, expatriates, and organizations achieve true goal alignment, the ripple effects are profound. Each stakeholder stands to gain, creating a dynamic where success builds upon success. But what does this look like in practice? Let’s break it down.

For the Organization

Aligned goals transform Global Mobility into a strategic powerhouse. When GM professionals understand how their work contributes to broader business objectives, their strategies become more effective. Imagine a GM team that ensures international assignments aren’t just about filling roles but about building leadership pipelines for future market expansion. This approach directly supports the company’s growth while showcasing the tangible value of GM programs. Organizations also benefit from improved ROI, as aligned goals reduce inefficiencies, enhance employee retention, and boost assignment success rates.

For the GM Professional

Goal alignment elevates the role of the GM professional from task manager to strategic partner. When professionals see how their daily work ties into larger business goals, it fosters a sense of purpose and achievement. Additionally, alignment opens doors for professional growth. GM professionals who successfully connect their work to corporate strategy are more likely to gain recognition, build influence, and advance their careers. They become essential players in the organizational ecosystem, valued not just for their expertise but for their ability to drive meaningful outcomes.?

For the Expatriate

At the heart of every mobility program is the assignee. When their goals align with both organizational and personal aspirations, the experience becomes more rewarding. For example, an expatriate who sees an international assignment as a stepping stone for career progression will approach the opportunity with greater enthusiasm and commitment. Clear communication and alignment also ensure that assignees feel supported, reducing stress and enhancing their overall experience. When expatriates thrive, they contribute more effectively to their assignments, creating a virtuous cycle of success.

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Real-Life Impact of Alignment?

Consider this: a company with clear alignment between its business strategy and GM programs might send an expatriate to lead a market entry in a new region. The organization’s goal is expansion, the GM professional’s goal is to execute the move seamlessly, and the expatriate’s personal goal is career advancement. With all these goals aligned, the move is not just a logistical success. It becomes a strategic win for everyone involved.?

On the other hand, misalignment can lead to disaster. If an expatriate’s personal goals are ignored or if the GM professional is left out of strategic discussions, the assignment can quickly unravel. The expatriate might feel undervalued or unsupported, leading to disengagement. The GM professional might struggle to justify the program’s cost, leaving the organization questioning its investment. These pitfalls underscore the importance of getting alignment right.

Everyone Wins Together

When goals align, the entire ecosystem of Global Mobility benefits. The organization thrives through increased efficiency and impact, GM professionals gain a stronger voice and clearer career pathways, and expatriates have more fulfilling and successful assignments. Alignment is not just a theoretical ideal, it is a practical strategy that delivers measurable results. It ensures that every stakeholder feels valued, supported, and invested in the success of the program.?

This brings us to the final piece of the puzzle. How can organizations take meaningful steps to achieve this alignment and ensure long-term success for all? Let’s conclude by exploring actionable strategies for embedding alignment into the DNA of Global Mobility programs.

Embedding Alignment into Global Mobility Programs: Actionable Strategies?

Achieving alignment between organizational, professional, and personal goals requires more than good intentions, it demands a deliberate, structured approach. By fostering a culture of alignment, organizations can transform their Global Mobility programs into powerful drivers of success. Here are actionable strategies to make it happen:

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1. Understand and Communicate the “Why”

The first step toward alignment is ensuring everyone understands the purpose behind an international assignment. Why is this role critical to the organization’s strategy? How does it support the expatriate’s career aspirations? GM professionals should act as translators, connecting the dots between the company’s objectives, the assignee’s goals, and HR’s talent management strategies. Tools like the MasteringGM? WAVE Framework provide a structured way to identify and align these goals across key dimensions.

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2. Make Goal Alignment a Priority in Program Design

From assignment planning to policy creation, goal alignment should be a central consideration. During the planning stage, involve all stakeholders - HR, GM professionals, senior leadership, and the assignee - to ensure that their objectives are reflected in the assignment’s design. For example, if leadership development is a goal, ensure the assignee has opportunities to lead cross-functional teams or gain exposure to strategic decision-making.

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3. Provide Continuous Support and Communication

Goal alignment doesn’t end when the expatriate boards the plane. Regular check-ins are essential to ensure that expectations remain aligned throughout the assignment. GM professionals should create mechanisms to track progress, address challenges, and adjust objectives as needed. This proactive approach strengthens relationships, fosters trust, and ensures the program delivers value to all stakeholders.

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4. Leverage Data to Demonstrate Success

Use data-driven insights to showcase the benefits of alignment. Metrics such as retention rates, assignment success rates, and ROI can help demonstrate how aligned goals lead to better outcomes. The MasteringGM? WAVE Framework, for instance, equips GM professionals with the tools to measure their program’s impact across dimensions like Value and Engagement, providing a compelling narrative to stakeholders.

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5. Invest in Professional Development

Finally, GM professionals must be equipped to navigate this complexity. Organizations should offer training programs that build skills in stakeholder management, data analysis, and strategic planning. These investments not only empower GM teams but also signal that their role is valued as a critical part of the organization’s success.

By embedding these practices into their Global Mobility programs, organizations can create an environment where alignment isn’t just an aspiration but a reality. And with frameworks like WAVE offering guidance, GM professionals have the tools they need to succeed.

Alignment as the Cornerstone of Success

Hence, I fundamentally believe that when Global Mobility programs align organizational strategy with professional and personal goals, they unlock the full potential of international assignments. Alignment drives efficiency, fosters engagement, and ensures that every stakeholder benefits. Without it, programs risk falling short, leaving organizations, GM professionals, and expatriates disconnected and dissatisfied.?

The journey to alignment requires intention, collaboration, and the right tools. By prioritizing alignment, GM professionals position themselves not only as logistical experts but as strategic partners driving meaningful impact. Are you ready to take the next step in aligning your goals and unlocking the true power of Global Mobility? The choice is yours - and the rewards are immense.

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