E-Learning as a new tool in the era of digitalization is changing the way we learn. “E-Learning” is a collective term for electronically provided learning and is used in human resource (HR) departments to manage learning and to train employees. To sell their products, E-Learning providers address HR through their marketing strategy and thereby strategically construct an image of HR(D) (including e.g. task, identity, relationships). The research question “How is the discourse of E-Learning shaping the image of the Human Resource (Development) Department?” takes a deeper look into how E-Learning is shaping the way HR(D) is perceived. German E-Learning providers are put into focus and discourse analysis is adopted to uncover constructions. The results show HR(D) as learning facilitator, mainly doing administrative work including control, supervision and evaluation elements. This is contrary to the theoretical outcome which defines HR(D) as a facilitator of decentralization, strengthening self-responsibility of employees and having a strategic approach to learning. These discrepancies can be used as a basis to enter the field and to analyze if and how these constructions are present.