"A phishing simulation that humiliates does not train alertness but distrust of the employer." Phishing simulations are a valuable instrument in security awareness. But they can also backfire, especially when deployed wrongly. Then employees do not learn to be more alert, but to distrust their employer.
The real problem: simulations that punish instead of teach
When a phishing simulation is used to catch people out, damage occurs. Employees who click and are then publicly named, or given a reprimand, feel humiliated. And humiliation leads not to learning, but to resentment and distrust.
The worst scenario is the simulation that exploits emotions: a fake bonus message, a false reorganisation announcement, a fake message about holiday pay. Such simulations work technically — many people click — but they damage the trust between employee and organisation deeply. The employee learns: "I cannot even trust my own employer."
Simulations should teach, not humiliate
A good phishing simulation has a clear goal: learning to recognise, and above all learning to report. Not catching out. The difference lies in what happens after the click. Whoever clicks and lands on a friendly, instructive page with an explanation learns something. Whoever clicks and feels punished mainly learns fear.
Tone is everything. A simulation that says "Oops, this was fake, and here is how you could have recognised it" works. A simulation that says "Caught! You are unsafe" backfires. The goal is not to prove that people fail, but to help them get better.
And most importantly: do not only measure who clicks, but above all who reports. The report rate is a far more valuable gauge than the click rate. Because an organisation where people quickly report suspicious messages is far safer than an organisation where nobody ever clicks but nobody passes anything on either.
From catching out to collaborating
The best phishing simulations do not feel like a trap, but like a joint exercise. The organisation and the employee are on the same side, together against the attacker. That changes the whole dynamic. Employees become allies instead of suspects.
So communicate beforehand that simulations take place, explain why, and promise there are no individual consequences. Celebrate reporting, not the absence of clicks. And use the results to improve the programme, not to call people to account. That way a phishing simulation becomes what it should be: a learning moment, not a trap.
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FAQ
When does a phishing simulation backfire?
When it punishes instead of teaches: naming-and-shaming, reprimands, or exploiting emotions (fake bonus, fake reorganisation). That breeds distrust.
Can you use emotionally charged themes?
Better not. A fake bonus or fake dismissal works technically (many clicks) but damages trust lastingly. The price is too high.
What is best to measure?
The report rate, not only the click rate. Reporting quickly is more valuable than never clicking. A reporting culture is your best defence.
How do you make a simulation a learning moment?
A friendly landing page with explanation, no individual consequences, celebrate reporting. Organisation and employee together against the attacker.