How is applying for an internal role different from an external one?
The information runs in both directions, which changes everything — you know more about the job, and they know more about you — so the things that decide an external application matter much less, and the things that decide an internal one are frequently invisible in the process itself.
What works in your favour:
Access to information. You can talk to the hiring manager, the outgoing postholder and people in the team before applying. Not doing this is the most common internal mistake, because candidates assume the formal process is the whole process.
Known delivery, which an external candidate can only assert.
No induction cost, which matters to a manager under pressure.
Understanding the real problem the role exists to solve, which rarely appears in the advert.
What works against you:
Your history follows you, including things you have moved past.
Being typecast in your current function, which is the most persistent barrier — internal candidates are frequently judged on the role they hold rather than the one they could do.
Familiarity discounting, where known strengths are weighted less than an external candidate's unproven potential.
Assumed knowledge. Panels may believe they already know what you would say, so a thin application is accepted as adequate when it is not. Write the application as though the panel does not know you — this is the single most important adjustment.
Existing relationships on the panel, which cut both ways.
What to do differently:
Evidence against the criteria explicitly, without assuming anything is known. Scoring panels can only credit what is written.
Speak to the hiring manager first, which is normal and expected.
Address the step up directly, since the concern is usually whether you can operate at the next level rather than whether you are good now.
Tell your current manager before they hear it elsewhere.
Ask for feedback if unsuccessful, which is more detailed and more useful internally than externally — and ask what would need to be true next time.
Consider the aftermath, since you will still be working there either way.