The impact of Social Media (SM) on Human Resource Management (HRM) strategies and practices is increasing and has not been fully explored yet. This research focuses on understanding the role of SM in HRM, specifically the contribution of SM utilization to the strength of HRM. Viewing SM as a User Generated Information System and HRM as a Communications System, the presented theoretical framework allows (1) understanding of SM utilization within HRM and (2) assessment of vertical and horizontal alignment of HRM practices which emerge through utilization of SM. Two pilot case studies demonstrate the application of this framework in a PhD research project.