Well-being and Identity: The New Face of Employer Branding at Surgital

Pillar Content

1. Employer branding is the strategic lever through which Surgital reinforces its identity and builds a work environment that is attractive and consistent with its values.
2. Well-being is a design choice: a structured approach that guides spaces, relationships and internal tools.
3. Human capital development is at the heart of the vision: every individual is an active resource in the company’s growth, through training, listening, and stability.
4. Internal communication is built on storytelling and participatory tools already in place, such as IMPASTO, Fermento and the newsletter, which reinforce a sense of belonging.
5. Employer branding tells the outside world about the values lived inside the company, creating a credible and engaging image for candidates, stakeholders and the broader community.

The common thread is “well-being”

There’s a common thread running through Surgital’s new HR strategy: the word “well-being”.
A concept that goes beyond mere comfort, encompassing the value-based, cultural and relational dimensions of work.
This is the starting point for the vision of Mara Calzolari, newly appointed Corporate HR Director, who has chosen to place this concept at the centre of the company’s evolving approach to employer branding. Her mission, as she explains, is clear:

“My mission at Surgital is all about developing human capital: to me, that means promoting well-being, growing people’s skills and, above all, making the food sector more attractive — because it’s a true expression of Italian culture.”

Based in the heart of Italy’s Food Valley, Surgital applies the same level of care to the working environment as it does to its products. Long a symbol of production excellence, the company now also highlights the value of everyday work and the well-being of the people who make it possible.
Fostering strong internal relationships and enhancing corporate identity have thus become strategic tools for attracting new talent and strengthening ties with those already part of the company.

Spaces that reflect culture and well-being

At Surgital, well-being is part of the design. It’s not an afterthought — it’s a conscious, structured decision. It’s part of a clear vision, built with purpose, tools and defined goals.
Spaces, language and internal relationships are all designed to promote participation, listening and a sense of belonging — turning well-being into a tangible driver of growth and shared value.

Surgital has launched a major project to redesign the company’s people-first spaces, starting with the break areas. These are now completely rethought in terms of layout and furnishings, and equipped with multimedia totems.
These tools are more than just screens — they’re digital spaces for communication and sharing, showing videos on company initiatives, important announcements and welcome messages for new colleagues. The goal is to turn every break into a moment of genuine connection, where individuals feel valued and part of a cohesive whole.

De Gusto, the company’s Pasta Academy, has also been refurbished, with upgraded spaces and equipment, including screens that make training sessions more immersive and engaging. The content is created in collaboration with the chefs and the marketing team. This is a space that symbolises Surgital’s corporate culture — a blend of tradition, innovation and knowledge-sharing. Our flagship training hub.

Internal communication as a strategic driver

Effective employer branding relies on authentic, transparent and participatory internal communication. Surgital is renewing this aspect as well, introducing a fresh graphic format with specific colours assigned to each business area to reinforce visual identity and team belonging.

This is the backdrop for internal storytelling tools like the company blog Fermento and the printed magazine IMPASTO, which share the stories and experiences of people who live Surgital every day. Each edition becomes an opportunity to share successes and initiatives, building authentic connections among colleagues and strengthening a shared vision.
The internal newsletter also plays a key role, offering regular updates and keeping a direct communication channel alive.
These are not just information tools — they’re also educational spaces where company culture is built, day by day. Through them, Surgital listens, empowers and gives voice to its people.

Living our values internally — and communicating them externally

Surgital already has a strong and appealing identity, rooted in values such as quality, ethics, environmental care and connection to the local area.
However, as Mara Calzolari points out, those values must be communicated externally with the same intensity as they are lived internally.
Employer branding exists to do exactly that: to make what already exists visible, in order to attract people who identify with this culture. To build a consistent, credible image that speaks to candidates, stakeholders, the local community and the job market at large.

Well-being is not an optional perk, but the foundation for a long-term strategy that brings together growth, innovation, sustainability and tradition. In this way, Surgital not only strengthens its bond with existing employees but also becomes a reference point for those looking for a place where they can make a meaningful impact — with passion and professionalism.