TORONTO, Sept. 12, 2012 /CNW/ - What people say about you when you are not in the room can hold the key to career success, according to a new book from the Canadian Institute of Chartered Accountants (CICA), published in conjunction with Ernst & Young.

The Power of Personal Branding for Career Success provides a step-by-step plan to help establish a true personal brand that will resonate long after you leave a meeting. The book also outlines how to market your skills and expertise to advance your career.

The author is Karen Wensley, a recently retired partner at Ernst & Young who served as the firm's national people team leader.

"In today's marketplace, where competition for top jobs is fierce, your personal brand must be carefully honed and strategically guarded if you want to advance," explains Wensley. "Your brand says a lot about who you are, and the real value you can bring to an organization, so you must invest in it if you want to succeed."

The book proposes an eight-step process, complete with real-world anecdotes, examples and worksheets to help you start establishing a personal brand for career success.

Cairine Wilson, vice-president, member services, CICA, says CAs have been asking for this type of valuable career resource. "In a results-oriented organization, you want to be seen as making a difference," says Wilson. "CAs and others need creative and strategic ways to be recognized to advance their careers."

Stephen Shea, CA, Canadian managing partner, people, at Ernst & Young, stresses that it is important to be proactive. "We have a role to play in shaping how we are perceived by others. If we cannot define ourselves, others will do it for us," he notes.

The Power of Personal Branding for Career Success is available in both French and English. More information about the book, including how to order a copy, can be obtained online at http://www.CAstore.ca/personalbranding-wb.

About CICA Chartered Accountants (CAs) are Canada's most valued, internationally recognized profession of leaders in senior management, advisory, financial, tax and assurance roles. Through their integrity, expertise, and internationally recognized qualification standards, Canada's 82,000 CAs sustain their influence and leadership position both in Canada and globally. As trusted business advisors to Canadian organizations of all sizes, Canada's CAs foster confidence in Canadian business and contribute to the health and sustainability of Canada's capital markets and economy. The Canadian Institute of Chartered Accountants (CICA) represents Canada's CA profession both nationally and internationally. The CICA is a founding member of the International Federation of Accountants (IFAC) and the Global Accounting Alliance (GAA).

About Ernst & Young Ernst & Young is a global leader in assurance, tax, transaction and advisory services. Worldwide, our 152,000 people are united by our shared values and an unwavering commitment to quality. We make a difference by helping our people, our clients and our wider communities achieve their potential.

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Stand out from the pack and advance your career - New book shows you how to build your brand