I wouldn't appeal to a person's better nature to counteract this attitude. If their nature were to be a team player, they would be a team player. Instead, employers need to recognize that there will be mercenary employees, and they need to set up their systems to reward the behavior they actually want to encourage. If mercenary behavior is rewarded, that's what you'll get at the margin.

At least at my employer, it doesn't seem like shirkers and work-to-rule folks are rewarded. Maybe there are some people who do work like this and are still getting rewarded by giving off the appearance of being team players, but I guess you'd have to be a pretty careful actor to accomplish that. You'd also need to be able to manipulate your colleagues into doing the work you aren't, but still liking you enough to review you well during 360 reviews.

That being said, there is a grain of truth in what the op was saying as well. It's not healthy to care too much about your employer's goals, because they are necessarily in tension with yours to a certain degree. Work should be compartmentalized to the degree appropriate to how much you enjoy it and the material rewards you're getting from it, and this balance is going to be specific to each individual person.