This paper presents the approach to successful application of two knowledge management techniques--community of practice and eLearning, in order to create and manage a competence-developing virtual learning environment. It explains how "4A" model of involving practitioners in eLearning process (through attention, actualization, attraction and action) can be exploited to overcome urgent knowledge gaps and master skills through both social and cognitive presence (cooperation and co-creation). In our case, each e-course or specific learning activity is viewed as an essential and topical event, which arouses certain emotions in the practitioners who take part in it, can feel immersed and get involved. 40% of e-course participants can feel arousal, "drive" and have positive memorable eLearning experience, while almost every fourth practitioner can be "actively immersed" in the virtual learning environment. The findings indicate that implementation of eLearning as event in the community of practice can be considered as successful approach to workplace learning.