by Rachel Feintzeig
Can a job just be a job? Not anymore. Faced with a cadre of young workers who say they want to make a difference in addition to a paycheck, employers are trying to inject meaning into the daily grind, connecting profit-driven endeavors to grand consequences for mankind.
In part, professionals are demanding more meaning from their careers because work simply takes up more of life than before, thanks to longer hours, competitive pressures and technological tethers of the modern job. Meanwhile, traditional sources of meaning and purpose, such as religion, have receded in many corners of the country.
Companies have long cited lofty mission statements as proof they have concerns beyond the bottom line, and in the past decade tech firms like Google Inc. attracted some of the economy’s brightest workers by inviting recruits to come and change the world by writing lines of code or managing projects.
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