I think the phrase you called out--"be a part of our mission"--that most corporations (and, mimicking them, government agencies) regurgitate is itself the approach to socialization that causes people to feel less inclined to work for any non-profit reason. "Part of OUR mission" redefines the company as the entity to be loyal to, rather than casting the company as part of society itself. You can't replace constructs that tend to inspire people to heroism and selflessness with a corporate avatar and expect the fabric of society to remain similarly motivated. It does make a set few people a hell of a lot of money in the short term, though.