'It's more than a job, it's an adventure.' The recruitment slogan for the US armed forces is no longer in use, but it is a message of fraternity and adventure, with seductive associations for risky but activity-filled careers in the civilian league.
One such group is firefighters - a band of men and women who are willing to put their lives on the line to protect the public.
While images of bravery and self-sacrifice figure prominently in firefighter advertising campaigns, it is the personal characteristics that make for the best recruits, says Simon Lo Chun-man, acting regional officer, recruitment training and examination, Fire Services Department (FSD).
The FSD looks for more than the stereotype of macho bravery and physical strength in its recruits; it seeks disciplined recruits who can think as a team when the pressure is on.
Does this mean we are seeing the evolution of a smarter fireman? That might not be far off the mark, says Mr Lo, who points out that the buzzword in the force these days is 'team co-ordination'.
'We are a disciplined service,' Mr Lo says. 'The departmental goal is to get everyone working together. We always emphasise that we work as a team. When facing a big operation, all our units work together - from fire control down to the fire station and even to every fire services officer involved in that locality. It is a unique culture. When there's a problem, the whole department and all ranks must co-ordinate.'