Even a dog enlists, why not you?" 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
Uses guilt and shame through comparison. By elevating the dog's service, it challenges the masculinity and patriotism of the unenlisted reader.
Steal this when
You want to shame a target audience into action by showing someone with fewer resources or obligations stepping up to do it.