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2001 Entrepreneur of the Year Finalist:
Karen Oman, Certes Financial Pros
Putting Employees First Makes Clients Happy, Too
By: Mary Coons
The frustrations of blending family life with a full-time work schedule (read 50-60 hours a week), definitely impacted the bottom line for Karen Oman. It translated very clearly into way too little time for family. And she did something about that!
Certes Financial Pros, the growing seven-year-old financial professional outsourcing fir, founded in 1994 by Oman and husband Jim, is completely employee-driven.
The primary goal, according to Oman, is keeping Certes’ 100 employees happy and busy. “We offer generous benefits including unusual flexibility regarding when and how much and employee works,” she explains. “We also offer the unique benefit of giving employees a say in where they work, for how much, and they can take off six months from work without losing any benefits. But, honestly, the most cherished benefit of all for most of our employees if the ability to work an average of forty hours a week and get home in time for dinner.”
Adopting an “employees first” philosophy has met with overwhelming success. “if we give our people the time they need to live their lives the way they should, they will…and they do, including serving our clients incredibly well,” Oman says.
With such high value placed on employee needs, Oman is able to select top candidates from the best financial professionals to serve Certes’ clients in all areas of finance and accounting. In other words, “our clients are loyal because we provide them with very experienced CPAs, MBAs and CMAs for any financial situation at reasonable rates,” Oman explains.
Her client base ranges from numerous Fortune 500 companies in the Twin Cities to many middle-market and star-up businesses. “We are known for providing the best value in town,” she admits proudly. “We can do that – providing great service at a great price – due to our long-term relationship approach with clients and employees, and because we are local and independently-owned.”
“In the beginning,“ she continues, “this industry was new and we were new, and companies didn’t know how to utilize our services. Credibility for high-end outsourcing firms was lacking. Now companies understand and buy into high-end services, realizing that if they have the ability to flex their employment needs at this level, it will give them a competitive edge. This has made our product much more desirable, making our lives a lot easier.”
Certes Financial Pros sets itself apart from its competition in many ways. “Because company goals are employee-driven rather than sales-driven, we retain the best people for a long time, which was the best way to serve our clients,” Oman adds. With a low turnover rate of 25 percent (with a third of those representing permanent placement with clients), compared to nearly 400 percent for the personnel supply service industry at large, according to the Bureau of Labor statistics, Certes Financial Pros indeed distinguishes itself from its competition. Also, 85% of Certes’ employees are CPAs, 35% are MBAs and CMAs.
Oman pinpoints her greatest business challenge as gaining greater awareness of Certes in the marketplace. “I know there are many companies out there with tremendous needs and our people and great job applicants would love to serve them. Also, if we continue to grow, we can be sure to take care of our current employees regardless of whether or not economic conditions eventually affect our industry.” Regardless of an uncertain economy, Oman’s business model has not changed. “Keep current employees happy, serve current clients well, and things will evolve from there with repeat business, referrals and related networking.”
Oman’s vision and employee-centered philosophy has produced strong business growth, which helped Certes Financial Pros win the National 2000 Entrepreneurial
Excellence Award as Best Employer from Working Woman magazine.
“Our company works because we treat each employee and client like we do our personal relationships, and they return the favor in kind,” she recaps.
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