Analysis of the Implementation of BPJS Ketenagakerjaan's Communication and Education Strategies for Participants from the Perspective of an Intern

Abstract

This study aims to explore the methods of communication and education used by BPJS Ketenagakerjaan from the perspective of interns. As a social security institution for workers in Indonesia, BPJS Ketenagakerjaan has an important task in providing knowledge to the public about the importance of protection in the employment sector.

The method applied in this study is descriptive qualitative with a case study approach regarding internships carried out at the BPJS Ketenagakerjaan regional office in 2024. Data were collected through participant observation, interviews with employees, and document analysis. The findings of this study indicate that BPJS Ketenagakerjaan implements various methods, including direct education through visit programs, the use of social media, and training for informal workers and small and medium enterprises. The application of visual and narrative communication has been shown to increase participation and understanding of participants. However, there are still challenges such as differences in education levels and limited access in rural areas. Overall, the strategies used are quite effective, as seen from 75% of participants who experienced an increase in understanding of their rights and obligations. This study emphasizes the importance of more personalized communication and the use of multimedia in public service campaigns and recommends the development of continuous innovation to broaden and deepen public outreach.