If you want people to act like they're invested, the most straightforward solution is to make them actually invested: include equity, options, or profit-sharing as a portion of the compensation.
If I'm being compensated straight salary, I'm not invested, and I'm not going to be working heroic hours or making sacrifices, no matter what my employer might wish for.
See, even if I had that, I wouldn't be working more than 40 hours per week. I have a wife and kid, and I value my home life greatly. I wouldn't put in a 50+ hour work week because that takes away time from the rest of my life. I would make sure I get everything that needs to be done in those 40 hours. If you have good estimates then there should be no need to work more than 40 hours a week. If you are making estimates based on more than 40 hours a week, then you're doing it wrong.
If I'm being compensated straight salary, I'm not invested, and I'm not going to be working heroic hours or making sacrifices, no matter what my employer might wish for.