Why does Jacob choose anointing as a method of consecrating the pillar at Bethel (Gen 28:18, Gen 31:12)?

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The first mention of the concept of anointing is found in Genesis 31:13, refering back to the action Jacob took in 28:18:

I am the God of Bethel, where you anointed a pillar and made a vow to me… -Gen 31:13

So early in the morning Jacob took the stone that he had put under his head and set it up for a pillar and poured oil on the top of it. -Genesis 28:18

Since this is the first example of the act of anointing, it seems that it might be somewhat foundational to the concept that takes greater significance in the book of Exodus and from which we derive the term Messiah. What’s interesting is this action is initiated by Jacob himself instead of being mandated by God.

So why does Jacob choose anointing as a method of consecrating the pillar at Bethel (Gen 28:18, Gen 31:12)? How is pouring oil on the pillar he wishes to consecrate for God the logical and meaningful choice for him?