It is always difficult to predict exactly how many (if any) the new organization will have to hire in a given year in a given job category. The role of HR recruitment is to build a supply of potential new hires that the organization can draw on as the need arises. Employers are becoming increasingly creative in their efforts to identify and attract both active and passive job seekers. Passive job seekers are not actively seeking a job, and are often the target of an organization's recruitments efforts because they represent a significant source of top talent. In HRM, recruitment consists of in any practice or activity carried on by the organization with the primary purpose of identifying and attracting potential employees. Thus it creates a connection between planning and the actual selection of new employees.