Man the Guns - Join the Navy" recruiting 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 strips away all the technical or routine aspects of naval service and boils it down to pure, visceral, masculine action. It appeals to the desire to be in the thick of the fight.
Steal this when
When recruiting for a demanding role and you want to appeal purely to the target's desire for extreme challenge, action, and physical prowess.