Recruiting a Web 2.0 workforce : A University of Glamorgan perspective

Purpose – This paper aims to shed light on the relationship between the University of Glamorgan vice‐chancellor's vision for e‐learning and actual recruitment practice. Design/methodology/approach – A textual analysis of 36 detailed job descriptions for academic teaching posts was carried out in the first phase of e‐benchmarking activity. Findings – Reveals that, despite the high‐level commitment to e‐learning, job descriptions developed within the university's five faculties rarely mentioned e‐learning. Shows that there was a disparity between rhetoric and practice. Practical implications – Describes a number of changes initiated following the study, including informing prospective teaching staff of the university's vision and strategy regarding e‐learning and encouraging recruiters within faculties to include e‐learning experience as, at least, a desirable competence in the job description. Originality/value – Explains that the study was part of a wider, and national, e‐benchmarking activity that included 73 UK post‐16 education institutions. This was a unique opportunity for institutions to take stock of their existing plans and strategies that supported e‐learning activity. It is of particular interest to recruiters, learning technologists, academic managers and policy makers in the public sector.