Mosquitoes, dashing through the seas at express train speed" 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
Appeals to young men's desire for action, speed, and excitement by highlighting the fast, nimble P-T boats. The analogy to "mosquitoes" effectively communicates their small size and potent "sting".
Steal this when
Recruiting for a difficult or dangerous role by highlighting the specialized, exciting, or elite equipment used.