Wake Up America! Civilization Calls Every Man Woman and Child!" 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 personifies the nation's isolationist complacency as a woman peacefully sleeping while a storm gathers. The headline directly commands the viewer to wake up to the existential threat.
Steal this when
Your audience is ignoring a major, looming problem and you need to jar them out of their complacency.