The "care" for the job. But its hard to promote care in an employee when they see that if they care or if they don't care they are rewarded the same.
Directors on up need to actually LISTEN to the employees. Hear the feedback we give to better your company. Everyone kicks the can, puts their head down and collects a pay check. No one cares.
My particular position has to know a little bit of everyones job, we have been smacked in the face with our compensation and "bonus" offers. Meanwhile a position that does a fraction of the work is given opportunity to receive 15K more in bonuses. No one cares, and no one listens.