Assessing Your Career Anchor Inside an Organization

These anchors are “a syndrome of motives, values, and self-perceived competencies which function to guide and constrain an individual’s entire career.” An anchor can be thought of as a “master motive,” or the thing the person will not give up under any circumstances.

Anchor 1: Managerial Competence. The career is organized around the competencies and values inherent in the managerial process. The most important components of this concept are the ability to influence and supervise, the ability to analyze and solve complex problems, and emotional stability.

Anchor 2: Technical-Functional Competence. The career is organized around the challenge of the actual work being done, whether it is related to marketing, financial analysis, corporate planning, or some other area of business or management. The anchor is the technical field or functional area rather than the managerial process itself. Individuals with this anchor don’t want to be promoted out of the kind of work they are now doing.

Anchor 3: Security. The individual has an underlying need for security and tries to stabilize the career by tying it to a given organization. More than others, individuals with this anchor are likely to accept an organizational definition of their careers. They rely on the organization to recognize their needs and competencies and to do what is best for them.

Anchor 4: Creativity. Individuals with this anchor have a strong need to create something. This anchor is most evident among entrepreneurs, but corporate employees may also hold it.

Anchor 5: Autonomy and Independence . The concern here is with freedom and autonomy. Individuals with this anchor often find organizational life too restrictive or intrusive into their personal lives and seek careers that offer more autonomy.

These five anchors reflect predominant concerns. An employee may still care about other things, but the anchor is overriding. , to the extent that these anchors are stable, it is crucial for employing organizations to identify them early and to create appropriate career opportunities. For instance, a person with a technical-functional anchor may not welcome a promotion to a management position. Instead, organizations will have to learn to think about the kinds of contributions people with various anchors can make. They will also have to develop multiple reward systems and career paths to permit the full development of diverse kinds of individuals.

Managing Your Customer Flow With Anchors

I have to admit that it is really interesting to me to see how the big supermarkets manage their customer flow by positioning specific products, in specific locations in their store. And what is especially interesting is that these stores seem to make use of “anchors” and then design their flow from there.

In my local grocery store it seems that they use essentially three anchors, intentionally positioned in a sort of triangle that covers the entire store. These anchors are milk, bread and the cashiers. Milk is in the one back corner, bread is in the other back corner and of course the cashiers are in the front and center of the store, as is customary for both security and practical reasons. Of course they have several other less important anchor type products that are spread in between the main anchor points, but again also placed at the back of the store. The doors of the store are also located in such a way that even they end up being part of the flow design.

This means that if I want both milk and bread (which is a daily staple) I need to traverse virtually the entire store to get both and then pay. And even if that is all I need, on my “journey” to get those two items, I am bombarded with advertisements, specials and even some impulse items, all designed to get me to throw in a few extra things. And more often than not I do.

Being a larger store one could certainly see the benefit. Interestingly enough though this simple principle works just as well for a small store. Allow me to illustrate.

My local gas station convenience store placed their milk in the one back corner as well. So I have to pass a whole lot of fun stuff (mostly impulse) to get just the milk. They however put the bread in the same row. This is a mistake. They are essentially wasting an anchor and if they placed it in the opposite back corner, chances are they could increase my “products viewed journey length” by more than double, even if my actual journey is not much longer. And can I really resist for that long?…

The point is that it works, and how you position your anchors will without a doubt influence your sales.

So when considering placement I would suggest that you start with critical anchors like your cashier stations. If security is a concern you know where you need to put those. If you sell perishable items, and need special equipment, this may prove to be a key anchor point, and you should start designing back from there.

The other thing to realize is that placing your anchors in the same immediate space is a total waste and a guaranteed loss of sales. Rate them according to need and likely frequency of sale, and then spread them throughout your store so the journey to get to them, is maximized.

Then combine your placement of anchors with specific and planned choke points, intuitive directional changes, pause points and specific and strategic product placements, and watch your sales soar.

I wish you all the best with your ventures and invite you to share your stories and comments here.

Cheers!

SEO Rules – How to Use Anchor Text Correctly

Search engine optimization is the most rewarding marketing you can do for you business. Organic search results outperform pay per click results when looking at the number of click throughs to your site. Essentially what I am trying to convey here is that if you want to drive massive amounts of traffic, get first page rankings in the search engines.

One way of increasing your site’s ranking is a term called “backlinks”. Backlinks are links that come to your site from an outside source. For instance, if you were to post a comment on someone’s blog that allowed you to enter your blog’s url address, then this would create one backlink (as long as they have “no-follow” turned off, that’s for a later lesson). More about backlinks later.

For now, let’s just tackle the concept of anchor text and how to use it effectively and in a way that the search engines like.

Anchor text is the text that shows up as a clickable link in your content. Most of the time it is a different color and underlined. You can be taken to particular location within the same content, to a different page of the same site, or to a completely different site all together.

Now, here is the part that 99% of people mess up on when creating anchor text. You know thus far that anchor text creates a backlink. However, it’s in the use of the anchor text that is important. Whenever you are creating anchor text for a website or blog that you want to rank higher, make sure you use the keyword you are trying to rank for! This is so vitally important to your SEO success.

Search engines use the anchor text as a way of determining what your site is about. If you want to rank for your name, then make sure you use your name as the anchor text so the search engines know keywords to rank your site for. If you want to rank for “dog grooming” then use the phrase “dog grooming” as your anchor text.

It’s really quite easy to use anchor text in the correct way when you are the one creating the anchor text, however, it’s a little more difficult when other people are creating the backlink for you. For example, let’s say that your site is about dog grooming. Someone from another site really likes the article you created for de-matting your furry friend. So they link to your article from their website. The problem that generally arises here is that they themselves do not know the proper use of anchor text so they may just simply use your blog’s url or name to link to your site. This is OK if you want to rank for your site’s name but how many new customers actually search for you by name? Probably not many if no one really knows you exist right? That’s why you are using SEO strategies to rank for keywords searchers type in. They are not typing in your name unless they know you already. You want to rank for keywords.

There is not always an easy fix for this either. I suggest contacting the website that incorrectly used the anchor text and ask them to use a keyword you are trying to rank for. I will say, it’s not very effective but it’s worth a shot if you are really worried about it. My suggestion, create as many of your own backlinks using this method as possible. This will ensure you get ranked for the keyword you want.

Here is an example of anchor text. As you can see, it really stands out from the crowd. And when you click the link, you will be directed somewhere. In this example you are taken to goarticles.com. I want the article to rank for the phrase “anchor text” so I use the phrase as my link. The search engines now know what the url link is about and can now rank the page higher for that keyword.

Use this strategy everywhere you can including within your own site when linking between pages. This strategy applies not only to off-site rank building but on-site as well.

There is one important rule you must follow for the anchor text to be ranked as a keyword for your destination page, the anchor text must appear on the destination page. If not, you won’t get that anchor text ranked as a keyword.

Happy SEO’ing:)