Heads of Institutions have an important role in providing feedback to unsuccessful candidates and should be mindful that the individual may be upset and possibly experiencing a range of emotions including disappointment, demotivation and, perhaps, even anger and will need time to work through their feelings.
The Head should allow adequate time to speak to the unsuccessful applicant, preferably in person, and be able to hold further discussions, where required.
Heads should support the individual and, with the help of other senior academic colleagues, put supportive mechanisms in place including mentoring, buddying and help with undertaking teaching duties, as necessary, to help the individual clearly understand what they need to do to strengthen their case for promotion in future.