Communication Skills of Special Account Representatives of BPJS Ketenagakerjaan Serang District, Indonesia in Delivering Information to Informal Workers

Abstract

This research aims to examine and describe the persuasive communication skills of Special Account Representatives (ARK) of BPJS Ketenagakerjaan Serang in delivering information on employment social security programs to informal workers. This study employed a descriptive qualitative approach. Data were collected through in depth interviews, field observations, and document analysis involving ARK and supporting informants. The findings reveal that ARK apply audience oriented communication strategies by adapting message delivery to the social and educational characteristics of informal workers. Persuasive techniques such as storytelling, humor, analogies, and simple language are used to simplify technical information. Communication effectiveness is strengthened by communicator credibility, including expertise, trustworthiness, and a friendly approach. In addition, communication convergence enables shared understanding between ARK and informal workers. The study concludes that the persuasive communication skills of Special Account Representatives play a crucial role in enhancing informal workers’ understanding and acceptance of employment social security protection. Adaptive, humanistic, and credible communication approaches are essential for effective public service communication in informal sector contexts.