Leadership Communication Analysis

Steve EasterbrooK, CEO of McdondaldS:Meaning Maker, Trust Builder And Direction SetterBy: Omar Smith

1Agenda Steve EasterbrookCareer BackgroundMain Stakeholder CommunicationMain Challenges as CEOApproach to CommunicationMaking McJobs MeaningfulBuilding Trust Within the WorkplaceDirecting McDonalds Back to Profitability2Steve Easterbrooks Background

First British CEO of McDonaldsWorked at McDonalds for 25 yearsFormer President of McDonalds EuropeFormer Senior Executive VP and Chief Brand Officer of McDonaldsCurrently President and CEO of McDonalds Corporation 3Steves Main Stakeholder

Steve EasterbrookDoes he communicate diff with each group? 4Steves Main Challenges As CEOEmployees are feeling undervalued and underpaid.Customers are unhappy with the cluttered menuSales in the US have been trending downMcDonalds is under pressure from competitors.5Steves Approach to Leadership CommunicationSteve has been:direct when communicating with stakeholders visible and accessible both inside and outside the companyopen-minded and takes time to talk with front-line employeesconsidered a community developer and a direction setter.Steve Provides Meaning to EmployeesHe leads his employees by providing meaning to the work they do. He does this by:rewarding employees for hard workproviding opportunities for growth within the organizationproviding training opportunities to employeesredefying the term McJob to mean something positive

Steve is raising pay at McDonalds. He is quoted as saying: I believe the time is right to take a first step in rewarding our team members who work so hard every day.

In addition he is introducing several new programs to provide training and opportunities so that employees can grow within the company.7Steve Builds Trust within McDonaldsSteve builds trust within the company by:using straight talk when communicating with employeesvisiting stores regularly seeking feedback from frontline employees working with McDonalds for 25 years doing what he says he is going to dodefending the McDonalds brand, food and employees.

Steve pointed out in a newspaper article that he ate at a McDonalds restaurant everyday. He also went above and beyond to redefine the term McJob to have a positive connotation by directly confronting critics.

8Steve is a Direction SetterSteve has been tasked with getting the company back on track. Hes gone about this by:Building awareness regarding the challenges facing the companyCommunicating a clear strategy and vision for the futureMotivating employees to act now to improve customer experience

Steve has clearly laid out his goal of revitalizing McDonalds as a modern, progressive burger company, delivering a contemporary customer experience. Hes been using every possible media outlet to echo his message.

9Summing UpSteve faces a number of challenges as CEOHe has the personality and the experience to tackle the challengesHe is an exceptional communicator whos aim is to:Create meaning for his employeesBuild trust among all stakeholdersRevitalize the company as a modern, progressive burger company