I recently user-tested a job posting for a high-meaning job. [1] Some people were very excited by the meaning, and were strongly motivated to apply. Others cared very little or not at all about the purpose; they worked because they wanted money for other things. Both are perfectly valid ways to approach work, I think, but I would handle each kind of employee differently.
[1] https://docs.google.com/document/d/1yNITCTtVh5qHPof12cSf5PWh...