I thought he didn't want to IPO Tesla either, but needed the cash.
Exactly.
And have you noticed how SpaceX presenters did advertise spacex.com/careers just after the successful launch?
This was a publicity stunt on different levels: SpaceX wants to attract talent and cultivate enthusiasm for the space exploration, so kids of today will be young engineers in 5-6 years from now.
They are planting a seed in young minds.
This is exactly what Musk was proposing years ago when he developed his first idea of the "money shot" (aka the flower on Mars).