There are two major things that employees look at and respond to: One is the manager or leadership themselves; and the second is what type of actions and behavior is rewarded. These are the two biggest influences on the way employees will do their jobs.
The key thing to remember is that people always watch. It's part of our makeup. People are also followers and do what they see being done. In relationship to rewards, they watch closely who is promoted and why; who gets raises and why; and who gets the great jobs and why.
It is in that specific arena that the entire culture of the company is really determined. Don't promote the company purpose and vision if it isn't the key in rewarding workers with behavior that lines up with it.
If you aren't getting the response from workers overall across the company, maybe it's time to take a look at what type of actions and 
behavior are being rewarded.
While it may seem obvious, managers also need to know absolutely what it is that is that the company represents and what it is that they want the employees to do. I'm not talking about job descriptions here, but rather the heart of the company.
This is so simple and yet most managers and companies fail terribly in this area. I've seen it time and time again when I've talked with business leaders how this problem never seems to get fixed.
How can it be fixed? A company and the leaders and managers within it need to consistently reward those that line up with the company purpose. If this doesn't happen, there is a breakdown almost immediately when you get away from the core leadership of the business.
Knowing the purpose of the company and rewarding those that line up with it is the simple way of dealing with it. It's as easy and as hard as that.
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