Men wanted for the army" 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
Paints an idealized, almost romanticized picture of army life: outdoors, sunny, camaraderie, operating interesting equipment: rather than the grim reality of war.
Steal this when
You want to recruit people by emphasizing the appealing lifestyle and teamwork rather than the harsh realities of the job.