About the Institution
Where practice comes before theory
Not many universities can claim 200 years in the same city: Liverpool John Moores University (in various forms) has been a part of Liverpool since 1823. And they’re constantly building on this legacy.
Like their Business School being named Business School of the Year at the Educate North Awards 2025.
Dr. Madeleine Pickles (who goes by “Maddy”) has been with LJMU since 2018, first as a Senior Lecturer before being promoted to Associate Professor of Organisational Transformation and Teaching Innovation in 2023. Before that, she spent more than 20 years in HR – across South Africa, France, England, and eight other European countries. She has won a whopping 23 awards (12 of which are international) for her research and teaching, several of which are directly linked to her work with Bodyswaps.
THE CHALLENGE
Great theory. Not enough practice.
Maddy came to academia knowing exactly what HR work looks like from the inside. She had delivered redundancies, managed grievances, advised directors, and sat across the table from people who were angry, frightened, or about to lose their income. Most of her students had never done any of that.
Not to say they were incompetent. Not at all. They could tell you the theory. They knew employment law, negotiation frameworks, models of conflict resolution. What they struggled with was walking into a room with someone in crisis and handling it with confidence and composure.
Dr. Madeleine Pickles, Associate Professor of Organisational Transformation, LJMU Business School
Maddy used in-class, in-person simulations drawn from her own case history: cultural conflicts, perceived bullying, difficult managers. It worked up to a point. Then COVID happened, the room emptied out, and running those simulation exercises over Zoom was just not working.
THE SOLUTION
A safe place to get it wrong
In 2022, two years into COVID, Maddy was looking for a way to give students the immersive, scenario practice that Zoom could not replicate. That’s when she found Bodyswaps. She applied for internal funding, bought new VR headsets, got the software, and started building.
Students choose how they use Bodyswaps. VR headsets are available, but so are laptops, Macs, and phones. They can try and redo scenarios as many times as they want. For Maddy’s students, especially the cohort of working professionals on a part-time Master’s programme, that flexibility matters.
Maddy describes how the Bodyswaps team made the setup easier than expected: workshops, setup assistance, and human support at every turn.
USE CASES
How Bodyswaps is used in HR training
Bodyswaps sits at the core of Maddy’s master’s Employee Relations module and has since moved into a second Master’s class. Maddy creates learner pathways using a mixture of scaffolded learning modules combined with customised AI roleplays. The AI roleplay feature has allowed her to build her own scenarios drawn directly from 20 years of real HR cases.
What makes Maddy’s approach unusual is not just the technology, it’s also how she follows up. Bodyswaps is the start of a sequence that ends with students facing real employment lawyers in a live courtroom scenario.
Bramhalls Solicitors transform the classroom into a realistic employment relations environment by bringing in two practising lawyers—one acting for the union and the other for management. Students who have honed their negotiation skills through Bodyswaps simulations are then required to put those skills into practice in a live setting. Facing real legal professionals who challenge assumptions, question decisions, and push back on arguments, students experience the pressure, complexity, and unpredictability of workplace negotiations in a safe but authentic learning environment.
How the method works
- Individual practice. Students work through Bodyswaps modules on their own time and device, without an audience.
- Reflection. Students write about what they noticed: what they would do differently, where they felt out of their depth.
- Live negotiation. In class, supported by Bramhalls Solicitors, students apply those skills in a realistic dispute or negotiation scenario.
- Final reflection. Students write again – connecting what they practised on the platform to what actually happened in the room.
RESULTS & MOMENTUM
Four years of evidence
Every HR professional cohort since 2022 has given the Employee Relations module a 100% satisfaction score. That is not a lucky result from a single group – it has held across four years and multiple cohorts.
IN THEIR OWN WORDS
Alongside the satisfaction data, Maddy tracks how students rate their own confidence before and after each module, which technology they chose to use, and how their written reflections develop over the 12 weeks. That data feeds directly into her academic publishing.
Pass rate: 82% → 89%
Mean mark: 55% → 64.11%
Student satisfaction: 100% every year
The impact of Bodyswaps has extended well beyond its original implementation within Liverpool Business School. The platform is now being used by LJMU's Employability Team to support students in developing confidence and competence through immersive, AI-powered interview simulations. Its adoption by Linda Graham, Careers and Employability Consultant demonstrates the scalability of the approach and its contribution to enhancing student confidence, communication capabilities, and employability outcomes across multiple disciplines.
In addition, Joshi Jariwala, Senior Lecturer in Human Resource Management, has independently adopted Bodyswaps within the undergraduate HR programme, further embedding the technology across the student learning journey. What began as a single internal funding application has evolved into a cross-disciplinary initiative that now operates across several layers of the curriculum, supporting students from undergraduate study through to postgraduate and employability-focused provision. This organic expansion demonstrates both the sustainability of the innovation and its wider institutional impact.
WHY IT WORKS
Experiential learning is unforgettable
Maddy’s view on this is simple, and comes from two decades of doing the job before she started teaching it. You cannot prepare someone for a difficult conversation by getting them to read about it. They have to experience it. They have to get it wrong, figure out what went wrong, and try again.
Bodyswaps gives students the chance to do that in private. By the time they sit across from a Bramhalls lawyer, they have already failed safely. And that changes how they experience the in-person, real-world conversation.
Dr. Madeleine Pickles, Associate Professor of Organisational Transformation, LJMU Business School
Dr. Madeleine Pickles, Associate Professor of Organisational Transformation, LJMU Business School
Maddy is already writing the next scenarios. Disciplinaries. Grievances. Tribunal preparation. The situations HR professionals dread most and meet most often – and almost never practise before they have to do them for real.
Her students still get surprised by the job. They just get surprised in her classroom first, where it’s safe to learn from your mistakes.
Associate Professor of Organisational Transformation & Teaching Innovation, Liverpool John Moores University Business School
- 20+ years as an HR practitioner across South Africa, France, England, and eight other European countries, including responsibility for HR across Ireland, Denmark, Poland, Sweden, Norway, Netherlands and Finland
- Started her academic career in 2018 following a Siemens-sponsored doctorate on redundancy implementation and its impact on organisations and individuals
- Author of Strategic Redundancy Implementation: Re-Focus, Re-Organise and Re-Build (Routledge, 2022)
- 24 awards (12 of which are international) for research and innovative teaching practice
Bring real-world practice to your business school
LJMU Business School is one of the first HR programmes in the UK to innovate using Bodyswaps across its curriculum. See how it could work within yours.
Liverpool John Moores University
Est. 1823
One of the UK’s largest universities
LJMU has roots stretching back two centuries and today serves around 25,000 students across its city-centre campuses in Liverpool.
2018
Dr. Pickles joins LJMU Business School
After 20+ years as an HR practitioner across eight countries, Dr. Madeleine Pickles moves into academia, bringing real case history into the classroom from the start.
2022
Bodyswaps is introduced in the Business School
Dr. Pickles secures internal funding for headsets and the platform, becoming one of the first HR educators in UK higher education to embed VR simulation into a master’s programme.
2022 - 2025
100% student satisfaction – every year
Four consecutive years of full satisfaction scores. Pass rates and mean marks both up. The platform has also been adopted by the Employability Team and on the undergraduate HR programme.