INETON Ltd.

With a solid 25-year foundation in environmental protection and construction, Repét Ltd. underwent a complete transformation in 2022. This evolution included the introduction of a new business division, culminating in a rebranding and renaming of the company.

A brief overview of INETON

As a well-recognized player in its industry, Repét Ltd. has built a strong professional background. Leveraging this expertise, the company decided to expand its services, embarking on a large-scale greenfield investment to establish a concrete component factory equipped with the most advanced technology available.

This initiative marks a significant departure from conventional construction methods, offering a faster and more precise building process through the delivery of prefabricated reinforced concrete elements. The efficiency extends beyond construction: from design to assembly, the precasting technology allows for complete digital integration, enabling precise planning and tracking of every process. Ambitious goals accompany this promising technology: modernizing and enhancing construction processes in our country.

This journey also involves a highly competitive environment, featuring major industry players and substantial barriers to entry in the online space.

Leveraging these capabilities, we embarked on our collaborative journey.

Ambitious goals for both short and long-term

Introduction of a new brand and technology in the market

The new business direction justified a complete brand overhaul: earlier in 2022, the old Repét Ltd. was reborn as INETON Ltd. Under this new name and brand, we introduced an unknown technology to a traditionally conservative market, where digital openness is still emerging.

A bold, distinctive brand was developed to match the construction industry’s aesthetic, using strong, saturated colors—paired with a web design tailored to complement its character.

The gradual communication of the new brand’s market introduction was entirely our responsibility. The primary objective was to create a website that is aesthetically pleasing, technologically competitive, and informative for all target groups.

With the launch of the new factory, the market launch of the product range and associated services is set to begin. The aim is to position the company as a pioneer and expert in the field, as well aseducating the potential customer base about the technology and demonstrating its technical and economic benefits.

Scaling recruitment online and offline

The creation of the new business division generated significant human resource needs, both in the concrete element factory and at the Csepel headquarters. At the intersection of HR and marketing, our goal was to attract industry pioneers to our website and encourage applications, as well as to develop and communicate an appealing EVP (employee value proposition).

Long-term goal: sustainable customer acquisition online

Our digital marketing strategy is built around driving relevant traffic to the website—especially important for a new site—and turning that traffic into qualified leads. For us, “relevant” means filtering out unsolicited residential inquiries to keep the focus on the right audience. The goal is to achieve this efficiently and cost-effectively, ensuring strong, long-term ROI.

Our solutions

Building a new website from scratch

The complex goals (recruitment, new business division introduction, long-term online customer acquisition) clearly justified the need for a new website.

The content and structure of the newly designed website must be strategically planned to achieve top domestic Google rankings over the long term in the targeted niche market to technologically compete with the most serious players in the industry. While attaining prominent Google rankings is not an immediate goal, it is of strategic significance and a vital long-term objective.

Clear structure, excellent user experience

It was crucial for us to completely reimagine the content structure, develop a website that serves all target groups simultaneously: architects, investors, general contractors, and employees. We aimed for simple navigation, allowing every visitor group to access relevant content within just a few clicks, ensuring an outstanding user experience. To achieve this, we prominently featured each of the three business divisions and the career page in the main menu separately, further creating submenus within each division for more detailed navigation.

Career page

The career page received special attention, allowing candidates to filter open positions by area: construction, back office, design, manufacturing, etc.

A career portal has been developed on the website of INETON Ltd.

The website also facilitates the application process: each job posting is followed by a form where applicants can easily attach their resumes and submit their applications. However, our subsequent analysis revealed that, partly due to paid social media job advertisements, a significant portion of traffic to the career pages comes from mobile devices.

Recognizing that attaching a resume from a phone can be cumbersome, we added an extra step to the application process to ensure we don’t lose any potential candidates. Upon detecting an exit intent, a pop-up window prompts the interested individuals to subscribe, thereby capturing their email addresses and the areas they are interested in.

Content marketing

We aim to reduce market hesitation around new offerings by focusing on education. Building awareness of the brand and its technology is important, but education is key to overcoming resistance rooted in uncertainty. We do this through consistent, high-quality content marketing, with future plans to support it through targeted PR efforts.

Professional and corporate news are also published on the INETON blog.

Employer Branding and recruitment

Our main goal in Employer Branding and recruitment was to quickly fill a scalable hiring pipeline. Since INETON was a new and unfamiliar name in the job market, this was a challenge—but also a chance to shape a fresh, youthful employer brand from the ground up.

The prerequisites for launching an effective recruitment campaign included:

• developing a career portal rich in supportive content and equipped with the right functionalities,
• creating an employee value proposition,
• identifying the appropriate career platforms for each specialty area,
• developing the funnel and campaign structure,
• upporting conversion processes,
• ensuring measurement, analytics, and reporting.

Employee Value Proposition development

We approached Employer Branding with a framework that goes beyond simple advertisements. Our comprehensive concept involved developing an Employee Value Proposition that catered to the different motivational levels of employee groups: compensation, career opportunities, technical advantages, corporate culture. Our communication strategy, built on various motivational levels, aimed to distinguish INETON from traditional construction industry recruitment practices, attracting employees who are receptive to innovation, learning, and change.

Professional presence on social media

Regular and active presence on social media is often essential in the B2B sector. It’s important to project an image of a vibrant community and a dynamic company. To this end, we create flexible post templates that allow us to quickly and easily produce unique graphics for any topic.

Paid advertisements

In addition to listing on career portals, we expanded the recruitment funnel with Facebook and Google Search ads. The setup was simple but effective: drive traffic to relevant job listings, then retarget visitors with Display ads featuring supporting messages to boost conversions. For users who exited the site, we also triggered a subscription pop-up to re-engage them.

Carousel type Facebook advertisement

To support recruitment efforts, a banner was placed at the construction site, drawing attention to the job opportunities that will soon be available there.

Results

Website

Thanks to technological updates and substantial content enhancement, the website’s organic traffic increased from a negligible level to a stable one. Additionally, through paid advertisements, we were able to drive a significant amount of additional traffic to the website.

While it wasn’t an immediate goal, the new website has already begun attracting business inquiries.

Recruitment

Our recruitment campaign peaked around September. We continuously monitored and optimized each element, achieving more cost-effective channeling of relevant candidates to HR as we scaled the budget.

The campaign was so successful that, even before the factory started, they had a significant pool of candidates waiting to start working. Consequently, by the autumn of 2022, we were able to scale back the campaign.

Google rankings

With a solid technical foundation and well-thought-out content production, INETON.com has already achieved notable rankings for key terms like ‘precast concretemanufacturing‘ and ‘precast reinforced concrete elements.’ In such a competitive market, these are considered very promising results in the short term.

Social media presence

From a virtually non-existent social media presence, we have successfully built a consistent, wide-reaching audience through continuous content production.

Future goals

We are just at the beginning of our collaboration, but the initial results are very promising. The development of the new website has provided us the opportunity to establish a flexible, technically robust framework that delivers great user experience, harboring numerous long-term benefits and untapped potential. Moving forward, our primary focus will be on building organic presence and customer acquisition through regular and well-thought-out content production. We will continue to enhance brand recognition with PR appearances and aim to showcase the technology through video content.