'Be a Marine, Free a Marine to Fight' poster
The pattern
This still is filed under Recruiting duty offer.
Define
Join us, framed as who you become, not as a job listing.
Mechanism
Identity offer. The role is a self. Benefits are secondary to the person you will be after you say yes.
Verdict
We are recruiting into a hard, proud, or transforming role: service, craft, a company with a real culture.
Why it works
It appeals to a sense of duty and patriotism while clearly explaining the substitution mechanism. By taking this job, the recruit directly enables another to fight on the front lines.
The big idea
A woman who takes over a Marine's job on the airfield earns the title Marine herself and releases a man for combat.
The offer
Join the U.S. Marine Corps.
Lines from the ad
BE A MARINEFREE A MARINE TO FIGHTSteal this when
You need to recruit people for support roles by showing how their work directly enables the main mission.
The emotion
Written to Duty. It makes the Say move.
It names one act and exactly what it adds up to: a woman who takes over a Marine's airfield job earns the title herself and frees one man to fight.
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