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.
Don't
It is a commodity shift. Duty language on a generic listing is costume.
Rights-cleared examples
Above and Beyond the Call of Duty" - Dorie Miller poster
All Soldiers Can't Be in the Infantry, but" poster
All together! Enlist in the Navy" poster
America calls - enlist in the Navy" poster
Are you a girl with a star-spangled heart?" poster
Be a Marine--Free a Marine to Fight" poster
Be a ship's officer" poster
Become a nurse - Your country needs you" poster
Britannia with the British Lion and Uncle Sam with the American Bald Eagle on a World War I poster" poster
Czechoslovaks! Join. Our Free Colors!" poster
Destroy this mad brute Enlist - U.S. Army" poster
Dish it Out with the Navy--Choose Now While You Can" poster