He was called, "due to feedback from someone who worked with you" and sold on a business opportunity. He'd be starting as the head of IT, etc. (This was, in fact, a reasonable position for him.) Near the end of the call he was told, "We still have another few members of the team to fill out. Can you recommend anyone for the head of finance?"
The real story is that it was all a trick. They had an applicant for head of finance. My friend was listed as a reference. The CEO knew that he'd never get an honest answer if he got a call saying, "How is so and so?" But if the reference really was good, the name he'd be looking for would be on the short list given. (In fact it was the first name given.)