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Every player in the construction industry has a great story to tell – we were there at one of the most exciting presentations at Contech.

Published

2025. 11. 05. 14:34
Photos by Tamás Andrónyi/magyarepitok.hu
Today, a construction company needs to produce content for five different platforms at once, which can be shocking to realise. At the same time, consistent and coordinated communication can very quickly make a company attractive, as there is a lot to talk about in this sector!
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„Communication must now be placed on a much higher shelf in the construction industry than it has been until now: today, it is a strategic issue!” With this thought, Péter Kincses, Chairman of the Media Section of ÉVOSZ, began his presentation at the Infotér Contech 2025 conference. Discussing one of the most exciting topics of the event, which our newspaper has covered in several articles as a media sponsor, the head of sales and business development at Magyar Építők explained that marketing communication provides solutions to three fundamental problems:

  • by employer branding on labour shortages;
  • reaching Generation Z by introducing new platforms;
  • credibility through transparency (i.e. publication in professional journals) and the use of the storytelling tool.

With particular reference to storytellingre, he pointed out:

Nowadays, a company must not only show what it does, but also who does it and how!

This shift brought about radical changes.

Looking back, he said that previously, the press wrote directly about the construction industry, but then, about a decade ago, there was a turning point. „During this period, content consumption habits changed, and the construction industry began to communicate in real time on various platforms.”

Péter Kincses

He added that this change, thanks to Magyar Építők, also led to the creation of a construction industry trade magazine in 2015, which significantly changed what we previously thought about communication in the construction industry.

Producing for five platforms simultaneously and creating videos every other day?!

In his presentation, Péter Kincses also analysed the communication habits of the largest construction companies, according to which the presence of domestic companies in the

  • One hundred percent on Facebook,
  • Almost everyone has already started on Instagram,
  • LinkedIn has become an extremely important platform, and companies treat it as such;
  • In addition, the first TikTok channels have also appeared in the sector.

He illustrated the challenges of transformation with a vivid example.

„A marketer can find themselves in an extremely difficult situation when they have to report to management that they need to produce content for five platforms at once and make two or three videos a week. Meanwhile, management is not used to this at all, especially when it comes to the costs involved.”

TikTok is taking over, but print media has not lost its significance

He pointed out that the significance of these new tools should not be underestimated. „TikTok is not about clowning around, but rather a new type of content consumption platform.

A survey of first-year students at Pázmány Campus revealed that the majority of them now turn to TikTok when they want to find out about current events.

According to the diagram outlined by the expert, the most significant platform used by young people today is TikTok, where 20-30 second reel videos can be posted. „However, print media has not lost its significance: if someone is interested in a particular video, they will seek information from an article. These articles are still very important because they provide the basic information and credibility for the content in question.”

The focus shifted to experience and identity

Discussing specific examples of companies, he highlighted the professionalism of Market Építő Zrt. and SWIETELSKY Magyarország Kft. on TikTok, and welcomed the fact that Weinberg is the first company in the industry to have its own podcast. rel="noopener">Weinberg has its own podcast. He added that as the first channel of its kind in the construction industry, the ÉVOSZ podcast is also an open opportunity for industry players.

He specifically mentioned that the industry has also made progress in organising events in recent years: examples include the six-year-old Duna Group Szabadegyetemet, the first SZABADICS Academy held for the first time this year and the meetups organised by BuildEXT Kft., which successfully appeal to young people. Summarising the developments in communication trends in the construction industry, he said that today, a company must provide an experience and an identity.

Engineers could become the most successful influencers

Referring to the authenticity and directness of communication, he also formulated an interesting message:

„Although very few people take advantage of this opportunity, our own engineers are actually the best influencers! If we have an engineer who is a good communicator and professionally successful, there is no one more professional than them when it comes to building the company's image.”

He added that a good example of this is Colas, whose engineers regularly visit universities and talk to students about the challenges they will face in the industry based on their own experiences – feedback shows that this method is very popular. „It is important that students do not talk to HR professionals, but directly to experts working on the front lines of the industry, out in the field.”

Every construction professional has a great story to tell.

In closing, he pointed out that perfect communication is achieved when HR, PR, marketing and open days can tell a common story about a company.

„If this harmony works, it quickly makes a company attractive, because construction companies are actually incredibly cool! If you look at how you work, you'll see that everyone has a great story to tell, and these stories need to be shared.”

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