Disclosed is a method of generating atomic spin orientation in an atomic ensemble. The method includes providing a steady magnetic field (5) to the atomic ensemble to cause a Zeeman splitting within first and second manifolds of the ground state of the atomic energy levels of the atomic ensemble. The method includes pumping the atomic ensemble with an electromagnetic optical radiation beam, the beam being detuned from a transition involving the first manifold such that a majority of the atomic population of the first manifold in the atomic ensemble is transferred from the first manifold into a magnetic Zeeman sublevel of the second manifold. A system for generating an atomic spin orientation in a 15 atomic ensemble is also disclosed.