There is overwhelming evidence in the behavioral sciences that consciously set goals can increase an employee's performance. Thus HR professionals have had little, if any reason to become interested in subconscious processes. In the past decade, however, laboratory experiments by social psychologists have shown that goals can be primed. That is, behavior is affected by goals that people are unaware of. Because a conscious goal consumes cognitive resources, this finding has implications for employee efficiency in the workplace. The present paper describes the results of priming a performance goal in two organizational settings. Call center employees who were primed through a photograph of a woman winning a race raised significantly more money from donors than those who were randomly assigned to a control group. A meta-analysis of three field experiments revealed an average d-statistic of .56 (p < .05).