When Alexandre Fretti joined MALT as co-CEO in 2020, he inherited a company marked by a culture deeply rooted in the founders' DNA. With 150 employees and a turnover of 70 million euros, MALT is preparing to take an ambitious step: international expansion, strategic acquisitions, and growth of the client portfolio.
To support this growth, Alexandre identified a key need: to evolve the company culture to make it more demanding while respecting its roots. “There are two types of cultures in the startup ecosystem,” he explained, “those focused on effort and results, and those closer to a ‘Club Med’ spirit. The key is to successfully balance kindness and demand.”
This transformation, carried out progressively, was based on a structured methodology and deliberate choices.
The steps to formalize and embody the company culture at MALT
1. Shared diagnosis: an essential starting point
Before formalizing the culture, MALT's top management conducted a collective diagnosis to measure the gap between the existing culture and that necessary to execute the strategy.
Concrete examples: Alexandre Fretti noticed a weak “customer culture”: the salespeople hosted less than one client lunch per month. Another observation was a low presence of employees on Fridays, due to Thursday night celebrations.
These factual observations allowed management to align on the necessary changes.
2. Involve all management levels
The success of this cultural transformation relied on the engagement of leaders at all levels:
The COMEX: guardian of the strategic vision.
The leadership team (30 people): translator of values into concrete actions.
Middle management (20% of the company): a key player in spreading the culture to the teams.
Managers were trained and equipped to embody and communicate the new expected behaviors.
3. Formalizing values into impactful cultural pillars
Initially, MALT had four generic values: Joy, Autonomy, Care, Ambition. In 2020, these values were reformulated into memorable cultural pillars, carrying a clear message:
“Ambition is the way”: A measured ambition, celebrating victories while respecting the journey.
“It takes a community”: A philosophy of mutual help and sharing within the MALT community.
“Own your choices”: Responsible autonomy, encouraging risk-taking and continuous improvement.
“Joy is our secret sauce”: A contagious joy, the engine of collective enthusiasm.
4. Decline behaviors with the MALT Principles
In 2023, MALT created the MALT Principles, six concrete behaviors embodying the company's ambitions and values:
🌎 Freelancers rule our world.We work to build freelancers' trust and offer them the best possible service.
🤚 Always start with the who.We recruit the best talents and ensure their development to become the best version of themselves.
🤝 Break silos, we are one team.We promote cross-functional work, open communication, and collaboration within a united community.
📈 Simplicity drives our success.We value simplicity and impact, convinced that “less is more.”
🚀 Move fast: failure is success in progress.We act quickly, learn from failures, and build for the long term.
🦸♀️ We can be heroes.We make bold decisions to revolutionize the world of work.
Integrating culture into HR processes
Recruitment: assessing cultural alignment
At each stage of recruitment, a cultural pillar is assessed. In the final phase, a COMEX member evaluates if the candidate will allow MALT to make a strategic leap.
Performance review: continuous cultural monitoring
Semi-annual evaluations incorporate an assessment of behaviors regarding the cultural pillars, helping to identify any gaps.
Onboarding: immersing in culture from the start
A session dedicated to culture is led by the HR Director, explaining the pillars and MALT Principles with concrete examples.
CEO Tips: Avoiding a “vanilla ice cream” culture
Alexandre Fretti shared several tips to avoid a too consensual culture:
Measure adherence with regular questionnaires.
Maintain direct contact with employees, observing on-the-ground behaviors.
Audit the organizational structure to avoid overly complex hierarchies.
Make divisive choices, such as prioritizing freelancers in the strategy.
Maintain consistent rituals, such as dedicating 30 minutes each week to calling freelancers.
A lasting cultural legacy
Although Alexandre Fretti is no longer CEO, his influence remains profound. Under his leadership, MALT was able to:
Redefine its values into actionable pillars.
Integrate these values into its HR and management processes.
Preserve a strong and unique culture while supporting its growth.
FAQ – Answers to frequently asked questions
How to formalize a company culture?
Formalizing a company culture begins with a shared diagnosis of existing values, followed by a reformulation into actionable and memorable principles.
Why is embodying a company culture important?
Embodying a culture ensures employee buy-in, improves strategic consistency, and enhances the company's attractiveness.
What are the tools to disseminate a culture?
All-Hands meetings, company rituals, and HR processes that integrate values (recruitment, performance review) are essential for effectively disseminating a culture.