Is Your Farming on the Level?" 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 a double meaning ("on the level" meaning honest/fair, and physically level for contour farming) in a provocative question. Uncle Sam's stern but encouraging look reinforces the patriotic necessity.
Steal this when
You want to use a clever turn of phrase to introduce a practical technique.