Ousted Air Canada CEO failed to speak French—and forgot the basics of crisis leadership
Following five years as CEO of Air Canada, Michael Rousseau announced his retirement from the Montreal-based airline yesterday, amidst criticism for largely failing to speak French in a video statement concerning last week’s tragic crash at LaGuardia Airport. This situation raises a critical question: Did Rousseau not possess the ability to express more than basic greetings in both of Canada's official languages? Were others oblivious to this situation? The backlash undoubtedly extends beyond mere linguistic capabilities.
He didn’t even try.
In circumstances that involve the tragic loss of a francophone employee, pilot Antoine Forest, it is essential to incorporate a few sentences in French. Notably, Rousseau had previously committed to learning French in 2021 following a similar uproar. After dedicating five years and 300 hours to language instruction, the outcome was still lacking. This failure understandably prompted critics to question his empathy, commitment, and overall capacity to learn. As one CEO remarked, “He brought this on himself.”
French is the official language of Quebec.
Preserving the francophone identity of Quebec remains a crucial priority. The enactment of Bill 96 exemplifies this, as it mandates that any company employing 25 or more individuals must designate French as the primary workplace language. If multinationals are required to adapt, why should the CEO of Air Canada be exempt from speaking French?
Where’s the board?
During a crisis, every CEO assumes the role of the company’s chief communicator, and operating an airline necessitates extensive public speaking for various reasons. If the board recognized Rousseau's dismissive attitude towards the French language as a concern back in 2021, they were responsible for ensuring he addressed the issue. If they were aware that he remained unable to progress beyond basic phrases after 300 hours of training, they should have taken proactive measures to avert public embarrassment.
Contact CEO Daily via Diane Brady at [email protected]
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