One of the most important dimensions of job satisfaction is how you feel about your employer’s mission. Suppose you’re weighing two offers for jobs writing advertising copy: One is for an American Cancer Society campaign to discourage teenage smoking, the other for a tobacco industry campaign to encourage it.

If pay and other working conditions were identical, which job would you choose? I once posed this question to Cornell seniors about to enter the job market, and almost 90 percent said they would pick the American Cancer Society position. And when I asked them how much more the pro-tobacco job would have to pay before they would change their minds, they demanded an average salary premium of more than 80 percent.

These magnitudes make sense. When most people leave work each evening, they feel better if they have made the world better in some way, or at least haven’t made it worse.

But moral satisfaction alone won’t pay the rent. You’ll be more likely to land a job that offers attractive working conditions and pays well if you can develop deep expertise at a task that people value highly.