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Lynnelle Long is CHRO at Fidium, an internet and network provider.

Most front-line workforce culture strategies are built for the wrong audience. They assume employees are sitting at desks, regularly engaging with companywide messaging and operating closely with leadership.

That assumption quickly breaks down for front-line teams, where employees are mobile, shift-based and heavily focused on customers. Their experience with the company typically occurs far from headquarters and from traditional communication channels like email.

Lynnelle Long