An internal candidate sees what happens after a promotion decision. If the only feedback is "keep doing what you're doing," the employee cannot tell whether another opportunity is realistic. Vague praise can be more discouraging than a direct explanation tied to the role.
Prepare from the selection record
Compare the published requirements, interview evidence, work examples, and decision criteria. Remove comments based on personality fit, rumor, or assumptions about the employee's ambitions. The feedback should explain this decision without exposing another candidate's private information.
Name the demonstrated gap
Describe one or two job-related capabilities that affected the outcome and the evidence that would demonstrate readiness later. Do not invent a development assignment that the organization cannot provide. If the candidate met the requirements but another person had stronger evidence, say so plainly.
Protect future opportunity
Agree on a review date, available experience, and who will observe progress. Watch for changed schedules, reduced opportunities, or hostility after the application. Review selection outcomes and feedback quality across teams.
Qualified HR or legal staff should review selection criteria, records, and retaliation risk. Public background: EEOC promotion guidance.