The Navy put 'em across" 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 uses a striking, heroic illustration of camaraderie to frame naval service as essential, brave, and deeply supportive of the frontline troops. The casual slang in the headline adds approachability.
Steal this when
Positioning a supporting service as the essential, heroic enabler of a larger, highly visible mission.