The first thing I recommend, is reading Phishing Dark Waters by Christopher Hadnagy, Michele Fincher, and Robin Dreeke. They have a lot of great insights on phishing and how to build a program and I used the book as a guide to build my own. One of the ideas in the book that really helped give me direction for building the program were the metrics. The book broke metrics down into four categories:
Clicked and Reported
Clicked and Didn’t Report
Didn’t Click and Reported
Didn’t Click and Didn’t Report
The idea of a phishing program is to reduce click rates and increase reporting rates. These metrics helped establish goals and strategies for building and running a successful phishing program. Using these metrics as a guide we were able to reduce click rates and improve reporting rates by over 50% at a company with over 6000 employees. Below we’ll get into getting started, the mindset to have, how to mature the program, and metrics and reporting.
Getting Started
Leadership buy-in
The first thing needed is leadership buy-in. The higher up the leadership buy-in the more effective the program. If buy-in isn’t at the highest level don’t fret. Once the program is started leadership will start to buy-in once they see the metrics. Metrics have a way of providing valuable insight into the risk associated with phishing attacks for the company.
Who to tell
Before sending a phish you need to inform the people that will help keep the phish from becoming a full blown incident. This can vary depending on the organization. Some will want very few people to be told. Others will want legal and HR input. The essential people that need to be involved is the person you report to and the Security Operations Center (SOC) and help desk managers.
The SOC and help desk managers will need to determine if their people need to be told. The SOC and help desk should be included in the phishing simulation, other times it might be more beneficial to let them to know. Often, they managers will want to see how their directs respond to a phishing email report. For larger phishes it’s a good idea to inform the help desk but for more targeted phishes they may not need to be told. There’s also always the option of making them a targeted phishing group.
Automation
Sending out phishes will increase the workload on other departments like the help desk, the SOC, and anyone monitoring the security inbox, if that’s not already the SOC. Automation is a friend here. Setup automated responses wherever a phishing email may be reported.
We didn’t do this for our first phish of the company and had over 500 people report the email. I responded to every single one of them because it was my miss and I wanted to acknowledge and show people appreciation for reporting a phish. If they’re not acknowledged and thanked they’ll be less likely to send in a phishing email in the future.
Recognize people who report phishing emails
To make an effective phishing program people need to be recognized and thanked for taking the time to identify and report a phishing email. If there’s a platform where employees can send other employees praise or recognition I would load anyone who reports a phish in there. People need positive feedback to continue the positive behavior.
Also, it’s okay if people tell each other about the simulated phish. We want others getting into the habit of giving their peers and co-workers a heads up that they have a phishing email in their inbox. Simulated phish or real phish people giving each others a heads up is a good thing.
Create your first phish
To start pick something super dumb that has a lot of indicators that easily identify it as a phishing email. This will provide a baseline for the overall click rate of the organization. It will help build the roadmap for future phishes. Establishing the baseline sets the starting point. As click rates go down the difficulty of the phishes can be increased and reported on. This will help show a reduction in risk to leadership.
The thing to remember about click rate and phishing emails is that there a lot of factors that go into clicking on an email. The time of day, the stress levels of people, what’s going on at work and at home, and luck. Who get’s sent a phish, time of day, and the type of phish are the only things in our control. Click rate is volatile. I’ve seen a monthly phish get a 2% click rate. I’ve also seen a monthly phish get a 14% rate. Pay attention to the time of year and what might be going on inside and outside the organization.
Deciding on whether to blast out the email or schedule it over a period of time is going to be very important. For larger groups you want to schedule the phish over a period of time. I would phish the entire company monthly. They’d get the phish at random times throughout the month. For smaller groups I had the option of sending them the phish all at once. Sending out a phish to several thousand emails in one day that will not make you any friends with the SOC or help desk, especially if automation is not set up.
What’s off limits
Even if your CEO gives you free reign, like I’ve had in the past, you do not have free reign. GoDaddy got in trouble for a phish in 2020 that the security team sent. The lure was a $650 holiday bonus. After people clicked they instead got told they were assigned extra security awareness training. While the bad guys may use this type of technique or other types of phishing emails we as the good guys should not stoop so low. That type of phish is getting people’s hopes up and then bringing it back down. This will result in an angry reaction.
Anything dealing with financial, family members, politics, religion, or sex are off limits. These topics create an extra strong emotional reaction from people. I also wouldn’t mess with anything related to marketing or other departments needing to get employees engaged. Any of these will be sure to get you in political hot water. Even if you get backed up by the CEO that group may have to accept it, but they won’t like it and will look to sabotage the program.
The phishing program is something people in the organization should understand is here to help. It’s already hard enough to get people to buy-in and feel good about security. Pissing them off won’t help the program and may even result in it being hamstrung. That’s why it’s important to remember that a phishing program is practicing for the real thing. It’s not the game of “Gotcha!” it’s practice.
It’s about practice