Designing Phishing Simulations for Organisations: The Most Effective Methods
Phishing tests that shame clickers don't build awareness; they erode trust. Here's a methodology that uses realistic scenarios, the right metrics and teaching feedback to make employees part of the defence.
Oğuzhan AkgünCyber Security Specialist & Software Developer
Phishing remains one of attackers' most common ways in. However strong the technical controls, one employee receiving the right email at the right time can open the door. That's why many organisations run regular phishing simulations.
Many simulations aim at the wrong target: how many people clicked. The real goal is for employees to spot and report suspicious email. Here's how to design a program that actually raises awareness.
Before you start: legal and ethical framework
- Executive sign-off documenting scope, target groups and scenario types.
- HR and legal alignment: state clearly the program is not a disciplinary tool; inform employees as data protection law requires.
- Red lines: avoid emotionally exploitative themes like pay cuts, layoffs, health issues or family emergencies. They produce high click rates but permanently damage trust in the security team.
- Never capture real credentials: record only that a form was submitted.
Scenario design: realism vs difficulty
| Target group | Realistic scenario | Signal to teach |
|---|---|---|
| Finance | Supplier "bank details changed" notice | Verify payment changes by phone |
| HR | Application email with a CV attachment | Macro-enabled or unexpected file types |
| Everyone | "Shared document" notice with fake login page | Check the address bar and domain |
| Executives | Board meeting notes link | Urgency and authority pressure |
| IT | Fake security alert: "reset your password now" | Instructions outside official channels |
Difficulty levels
Start with obvious signals (typos, odd senders) to build reflexes, then move to display-name spoofing, look-alike domains (rn for m) and organisation-specific context.
Instant teaching feedback
- Teach, don't blame: "This was an exercise. Don't worry, here are three signs you could have spotted."
- Highlight the clues on a screenshot of the email.
- Keep it under 60–90 seconds.
- Show how to report a real one.
Reporting culture: the real goal
Send 100 phishing emails and a few clicks are almost inevitable. What matters is how fast the first report arrives, because the security team can then pull the email from every mailbox.
- Add a one-click "Report suspicious" button.
- Thank every report automatically; for simulations, say "Well done, this was an exercise."
- Recognise (with consent) people who report real threats first.
The right metrics
| Metric | Why it matters |
|---|---|
| Report rate | The main indicator of defensive reflex; should rise. |
| Time to first report | Sets response speed in a real attack. |
| Click rate | Misleading alone; read it with scenario difficulty. |
| Credential submission rate | A more critical risk signal than clicks. |
| Repeat clickers | People who need one-to-one support, not punishment. |
Choosing easy scenarios to lower click rates makes the report look good but doesn't protect anyone. Compare at fixed difficulty or normalise by a difficulty score.
Sample program calendar
- Month 1: Unannounced baseline and short awareness training.
- Months 2–6: Monthly role-based scenarios at varied times, each with instant feedback.
- Quarterly: Metrics report to leadership; update training by which scenarios worked best.
- Yearly: Program review and move to advanced scenarios.
Combine with technical controls
Use SPF, DKIM and DMARC against spoofing, link and attachment analysis at the email gateway, and phishing-resistant MFA to make stolen passwords worthless. Simulations strengthen the human layer against what slips through.
Conclusion
A good phishing program makes employees an active part of defence rather than trying to catch them out. For an ethical, measurable social engineering and awareness program, see our cyber security services.
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