Don't sell company loyalty if you don't believe in it. Sell mutual self interest. Why should your directs be excited to be there, or at least not actively looking elsewhere? Cool projects, etc., all help -- but the directly experienced "the company is currently and actively treating you well and rewarding you appropriately for your contributions" is point number one. And yes, the implicit message here is that, if the company stops doing its part, your directs should consider looking elsewhere. So should you.