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We need to reassess how we manage teams in future hybrid workplaces

23 September 2021

The ever-present use of technology within corporations and the shift to a more hybrid form of work, demands a critical change in management strategy warns behavioural scientist and marketing expert…

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Biography

Short Version

Carolyn Freeman is a CyberPsychologist who specialises in the psychology of technology use in the workplace.

After 15 years of corporate marketing brand and communication, Carolyn retrained as a psychologist before completing a Masters in CyberPsychology. Her researched focussed on the use of work and personal technology by working parents during their private time in Lockdown 1.0 (spring and early summer 2020).

She now works with a Virtual Reality company developing and delivering leadership soft skills training in VR. She also curates content for Cybercology, using her CyberPsychology skills to develop and curate content from industry leaders and academics on how, as adults, technology is changing the way we work (and play) – both now and in the future. 

Long Version

Carolyn Freeman spent 15 years as a corporate marketer working on international grocery brands such as Coca-Cola, Nestle Chilled Dairy, Colgate, Huggies and Bendicks, from South Africa, to the UK and Europe. Trained by ‘the best of the best’, Carolyn took key marketing and communication growth strategies and developed and built upon strong, profitable brands. 

Carolyn then spent 5 years as a marketing consultant for SME and start-up brands within SW England. She successfully applied her ‘big brand’ knowledge and skillset to help her clients identify and implement target-market-focussed, strategic marketing and communication plans. 

Carolyn then left marketing and retrained as a psychologist (in addition to completing a certificate in counseling). She then went on to do a Research Masters in Cyberpsychology, specialising in technology use in the workplace. Her dissertation titled, ‘Always On, Always Available: Working parent’s use of business and personal technology during private hours, and the impact of e-communication overload on stress and anxiety, and perceived burnout’ was built on quantitative research conducted during the period of the UK Lockdown 1.0 (from 23 March to end September 2020). The research focussed specifically on how the use of work and personal technology during remote working impacted dual-income, knowledge worker parents, who had to manage a new way of working, homeschooling their children, and how they managed the technological boundaries between work and home life during this unique period in history. 

She now freelances at Virtual Reality Experiences (VRE) as a CyberPsychologist. In her work with VRE, she helps to develop and deliver leadership soft-skills training programmes within Virtual Reality.

She also manages Cybercology. As Chief Curator, she uses her CyberPsychology skills to develop and curate content from industry leaders and academics on how, as adults, technology is changing the way we work (and play) – both now and in the future. 

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