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In times of technological innovations of the organizational frontlines, companies face enormous challenges in terms of engaging employees. To generate a better understanding of employee engagement, this research adopts a regulatory fit perspective. Specifically, this research proposes that employees show more engagement towards the organization as their goal-striving orientations match the goal pursuit strategies required in the work environment (fit). In contrast, a mismatch between the employee goal-striving orientations and the goal pursuit means in the work environment (misfit) is proposed to lower employee engagement towards the organization. Based upon a response surface analysis of survey data from 722 employees, this research demonstrates that the level of fit is positively associated with cognitive, emotional, and behavioral manifestations of employee engagement. With regard to misfit, these employee engagement manifestations vary along the extent of misfit (i.e., the degree to which goal pursuit means in the work context deviate from employees’ goal-striving orientations) and the direction of misfit (i.e., underfit and overfit – whether employees’ goal-striving orientations are respectively weaker or stronger than the required goal pursuit strategies in the work environment). Taken together, this research contributes to regulatory fit theory, while giving specific guidelines of how to engage employees.