COMPOSING ENGLISH ARTICLES ON LINKEDIN AS A PROMOTIONAL MEDIUM FOR PT CARA BICARA MULTITALENTA

Abstract

The emergence of social networking sites (SNS), such as LinkedIn, has slowly shifted its function from social media channels to promotional media. Its new function brings a positive advantage to PT Cara Bicara Multitalenta. The company has used LinkedIn as a promotional medium. However, the LinkedIn channel has not been optimally used for promotional activity compared to its Instagram and TikTok. Meanwhile, the company has massive business-to-business (B2B) potential customers. Therefore, this study aims to write English soft-selling articles using the design and development research (DDR) approach and adopting the ADDIE framework to develop the product. Three data collection methods were used in this study, including observation using field notes, interview using interview guidelines, and survey using a questionnaire. The results of this study are ten English soft-selling articles about communication skills and ten persuasive captions. The findings of this study showed that the articles loaded valuable and relevant information about communication skills, could subtly promote Carabicara’s product, attracted the reader’s attention with their appealing layout design, and the caption could raise the reader’s interest in reading the article. In conclusion, the product is worth implementing for the company as a marketing strategy and approach to broader potential customers.