In today’s dynamic talent landscape, Interim Executives aren’t just hired—they’re selected, evaluated, and re-engaged based on trust, timing, and relevance. If that sounds familiar, it should: it’s eerily similar to how consumers choose products and services.
Originally developed by McKinsey, the Consumer Decision Journey (CDJ) replaced the outdated marketing funnel. But its logic applies just as well to the world of Interims—and especially how Interim Service Providers (ISPs) make decisions about whom to recommend and re-engage.
So what if you thought of ISPs as your customers? And what if every assignment wasn’t a transaction, but part of a broader journey?
Let’s explore what the CDJ model can teach us.
What Is the Consumer Decision Journey?
Unlike the old linear funnel, the CDJ reflects how real people make decisions in four dynamic stages:
Consider – A few known brands (or names) come to mind.
Evaluate – New options are explored; some drop off.
Buy – The decision is made, usually influenced by trust and timing.
Enjoy, Advocate, Bond – If the experience was good, loyalty and referrals follow.
It’s a loop—not a line. And once loyalty is built, a buyer (or ISP) may skip the early stages entirely.
Applying the CDJ to Interim Engagements
1. Consider: Are You Top-of-Mind?
Much like consumers recalling favourite brands, ISPs recall go-to Interims. Your visibility and reputation matter.
Make yourself discoverable with a strong Interim Proposition.
Stay active in relevant LinkedIn circles or industry forums.
Share useful insights or case studies, even when you’re not actively looking.
Tip: If you’re not visible, you’re not viable.
2. Evaluate: When You’re in the Mix
This is the comparison stage. ISPs assess:
Your recent experience and track record
Cultural fit and communication style
IR35 position, availability, and responsiveness
Your CV isn’t just a summary—it’s a sales page.
Tip: Make it easy for others to explain your value on your behalf.
3. Buy: When the Brief Lands
The placement stage isn’t always smooth:
Delays in communication
Misalignment on scope or commercials
Lack of clarity on outcomes
Your ability to make this part frictionless can be a dealbreaker—or a clincher.
Tip: Be the low-risk, high-impact option.
4. Enjoy, Advocate, Bond: The Secret to Repeat Work
Where many Interims go quiet, the smart ones follow up.
Did you check in after month one?
Did you ask for feedback?
Did you share a light-touch debrief or leave-behind?
Loyal ISPs will come straight to you next time—skipping the earlier stages entirely.
Tip: Advocacy isn’t automatic. Earn it. Enable it.
Tactical Takeaways for Strategic Interims
Be present before you’re needed – Use content, updates, and referrals to stay visible.
Align with the brief – Don’t just recycle credentials. Tailor your proposition.
Make it easy to say yes – Clean documentation, prompt responses, clarity on IR35.
Turn delivery into advocacy – Ask, thank, remind. Create reasons for others to speak well of you.
Final Thought
Great brands don’t rely on hope. They shape the experience before, during, and after the transaction.
If you’re an Interim looking to build momentum—not just land your next gig—the CDJ offers more than marketing theory. It’s a playbook for staying relevant, remembered, and rebooked.
Explore the full Interim Proposition for more strategies, tools, and insights to support your next move.