Internal Audit is the Company's DJ
On May 12th, IIA Belgium hosted a community event, "Internal Audit is the Company's DJ," transforming the traditional view of internal audit into a dynamic force for organizational transformation. Held at the Sheraton Brussels Airport Hotel, the afternoon session, led by Cedric Hamaekers (CEO, IIA Belgium) and Lieze Moeyersons (CAE, Port of Antwerp-Bruges), provided a unique blend of inspirational vision and actionable strategies for internal audit professionals.
The event underscored a critical shift: effective stakeholder engagement is no longer merely a 'soft skill' but a strategic imperative.
To enhance the impact of our profession, there is a critical need to master effectively this skill. A survey among the participants indicated that the majority of the participants only spends 10% to 20 % of their time to stakeholder management while close to 50 % of the participants have no formal or updated stakeholder map resulting in ineffective and inconsistent relationship building.
The participants identified the lack of ownership and follow through as the major challenges they face during the interactions with their stakeholders. This session highlighted a couple of techniques to cope with these challenges.
Participants explored how internal auditors, much like master DJs, must skillfully "read the room," "tune the track," and "move the crowd" to ensure their insights resonate and drive impactful change within their organizations.
The Keynote: Setting the Stage for Impact
The keynote presentation drew insightful parallels between a DJ's art and the strategic discipline required for impactful stakeholder management. It guided attendees beyond conventional audit approaches, demonstrating how to cultivate genuine influence and secure acceptance for critical insights. Key takeaways from the keynote included:
1. Audit is a Relationship Business
At its core, internal audit is not about spreadsheets or checklists; it is a relationship business. While technical accuracy is the baseline, the true impact of an audit is determined by the human connection between the auditor and the stakeholder. Like a master DJ who doesn't just play tracks but connects with the crowd, a successful auditor understands that behind every finding is a person with motivations, fears, and goals. By focusing on the people behind the processes, you transform your audit from a cold compliance exercise into a collaborative journey towards organizational excellence.
2. Read the Room
Before a DJ even drops the first beat, they must read the room. In the world of internal audit, this means moving beyond the formal organisation chart to understand the true dynamics of influence. By applying the Salience Model, you can objectively evaluate your stakeholders based on their Power to influence outcomes, the Legitimacy of their claims, and the Urgency of their needs. This strategic "pre-set" analysis allows you to identify who truly moves the dancefloor, ensuring you spend your energy where it will resonate most and drive the greatest impact.
3. Gain Their Trust
Trust is the "bassline" of stakeholder management—without it, the entire performance falls flat. Gaining the trust of your stakeholders is a deliberate act built on the pillars of Authenticity, Logic, and Empathy. When stakeholders acknowledge your integrity, respect your reasoning, and feel that you truly understand their challenges, they will stop seeing you as an adversary and will start seeing you as a partner. This foundation of trust is what allows your audit insights to be heard, accepted, and ultimately acted upon by the organization.
4. Give Ownership
The most effective audit outcomes are those where the stakeholders feel they have "composed" the solution themselves. Instead of dictating changes, your role is to give ownership to those who must act on your findings. By using subtle Nudges—such as framing, social proof, or simplification—you guide your stakeholders toward the right conclusions while letting them hold the steering wheel. When management takes ownership of the remediation, the "track" becomes theirs, leading to more sustainable change and a stronger commitment to the results.
5. Stay in the Booth
While deep engagement is essential, a professional auditor must always stay in the booth. This means maintaining your independence and objectivity, even as you work closely with the business to drive value. Just as a DJ remains the orchestrator of the night without getting lost in the crowd, you must preserve your professional distance to ensure your "mix" remains unbiased and credible. Staying in the booth protects your integrity and ensures that your final "set" provides the clear, objective perspective that the Board and Management rely on.
The Stakeholder Studio: From Theory to Practice
Following the keynote, participants transitioned into a highly interactive 60-minute workshop, "The Stakeholder Studio: Your 60-Minute Stakeholder Sprint." This hands-on session was designed to help attendees immediately apply the keynote's concepts to their own company's challenges, fostering a rich environment for peer learning and practical application. The workshop was structured into four intensive 15-minute sprints:
Sprint 1: Mapping the Full Venue: Who's in Your Audience?
Participants began by selecting a real, current audit project and identifying 5-8 key stakeholders. They then plotted these stakeholders on a Power-Interest Matrix, gaining a comprehensive overview of their stakeholder landscape. This initial mapping phase encouraged a broad perspective, ensuring no critical players were overlooked.
Sprint 2: The Salience Filter: Picking Your Headliner
From their comprehensive map, attendees chose one specific stakeholder to focus on for the remainder of the workshop. They then performed a Salience Check, evaluating the stakeholder's Power, Legitimacy, and Urgency. This exercise helped participants prioritize their efforts, focusing on the stakeholder where a strategic shift in approach could yield the most significant impact.
Sprint 3: The Trust Diagnostic: Decoding Their Resistance
This sprint delved into the psychological underpinnings of stakeholder resistance. Participants identified potential "Communication Gaps" and used the "Trust Triangle" (Authenticity, Logic, Empathy) to diagnose where trust might be wavering. They also explored the "Resistance Flip," reframing what stakeholders might be "against" into what they are "in favour of," providing a deeper understanding of underlying motivations.
Sprint 4: The 48-Hour Remix: Your First Track
The final sprint was definitely action-oriented, challenging participants to design a specific "Nudge"—using principles like Default, Social Proof, Framing, or Simplification—and to define a concrete "48-Hour Action." This immediate, actionable step, coupled with defining an "Expected Outcome," ensured that attendees left with a clear, validated plan to implement the very next day in their office.
Want to know more? Stay tuned for more event or reach out to Cedric or Lieze!
