{"id":201,"date":"2026-03-05T16:30:50","date_gmt":"2026-03-05T06:30:50","guid":{"rendered":"https:\/\/psinterviewcoach.com.au\/blog\/?p=201"},"modified":"2026-03-05T16:35:40","modified_gmt":"2026-03-05T06:35:40","slug":"how-to-write-an-aps-pitch-statement-and-cover-letter-for-pageup-ats","status":"publish","type":"post","link":"https:\/\/psinterviewcoach.com.au\/blog\/2026\/03\/05\/how-to-write-an-aps-pitch-statement-and-cover-letter-for-pageup-ats\/","title":{"rendered":"How to Write an APS Pitch Statement and Cover Letter for PageUp ATS"},"content":{"rendered":"

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\n Home<\/a> \u203a
\n APS Interview Tips & Resources<\/a> \u203a
\n How to Write an APS Pitch Statement\n<\/p>\n

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APS Applications & AI Shortlisting<\/strong><\/p>\n

By APS Interview Coach<\/strong> | Updated March 2025 | \u23f1 12 min read<\/p>\n

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Most APS applicants spend hours crafting a pitch statement \u2014 only to have it filtered out before a human panel ever reads it. The reason is rarely a lack of skill. It’s a mismatch between the language in your pitch and the keywords that PageUp, the ATS used by most APS agencies, is scanning for.<\/p>\n

This guide explains exactly how the APS pitch works, what PageUp looks for, and how to write a pitch statement that passes the AI scoring stage and lands with the selection panel.<\/p>\n

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\n The Core Problem<\/strong>
\n PageUp matches your pitch against the language of the job advertisement and selection criteria. If your pitch doesn’t use the exact capability names and action verbs from the ad \u2014 even if your experience is excellent \u2014 your application can be ranked lower before a human ever reads it. This guide shows you how to fix that.\n<\/p><\/blockquote>\n

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In This Article<\/h2>\n
    \n
  1. APS Pitch vs Cover Letter: What’s the Difference?<\/a><\/li>\n
  2. How PageUp Reads and Scores Your Pitch<\/a><\/li>\n
  3. The APS Pitch Structure (with Annotated Template)<\/a><\/li>\n
  4. ILS Capabilities: The Keywords PageUp Is Looking For<\/a><\/li>\n
  5. Writing Your STAR Examples<\/a><\/li>\n
  6. State Government Cover Letters vs APS Pitches<\/a><\/li>\n
  7. 6 Mistakes That Kill APS Pitch Statements<\/a><\/li>\n
  8. Frequently Asked Questions<\/a><\/li>\n<\/ol>\n

    <\/p>\n

    APS Pitch vs Cover Letter: What’s the Difference?<\/h2>\n

    <\/p>\n

    \n Quick Answer<\/strong>
    \n An APS pitch statement (also called a statement of claims) is not a traditional cover letter. Rather than summarising your career history, it is a structured argument demonstrating your evidence against the specific selection criteria and ILS capabilities listed in the job advertisement. Most APS agencies require a pitch of 500\u20131000 words submitted directly into a PageUp text box.\n<\/p><\/blockquote>\n

    If you have applied for private sector roles recently, the APS pitch will feel unfamiliar. Traditional cover letters introduce you to a hiring manager and highlight your personality and enthusiasm. An APS pitch does something different \u2014 it is a direct, evidence-based case for why you meet the merit requirements for the role.<\/p>\n

    Here are the key differences:<\/p>\n\n\n\n\n\n\n\n\n\n\n
    Traditional Cover Letter<\/th>\nAPS Pitch Statement<\/th>\n<\/tr>\n<\/thead>\n
    Introduces the applicant<\/td>\nArgues the case for merit against selection criteria<\/td>\n<\/tr>\n
    Summary of career history<\/td>\nEvidence-based STAR examples<\/td>\n<\/tr>\n
    Flexible format and length<\/td>\nStrict word limit enforced by PageUp (usually 500\u2013600 words)<\/td>\n<\/tr>\n
    Focuses on personality and motivation<\/td>\nFocuses on capability and evidence<\/td>\n<\/tr>\n
    Addressed to a hiring manager<\/td>\nWritten to the selection criteria \u2014 no greeting required<\/td>\n<\/tr>\n
    Submitted as a document<\/td>\nEntered as plain text in a PageUp form field<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    Some APS roles still ask for a traditional cover letter alongside the pitch, particularly at senior levels. Where both are required, the cover letter handles the introduction and motivation, while the pitch carries the evidence. When in doubt, treat the pitch as your primary document.<\/p>\n

    <\/p>\n

    \ud83d\udcd6 Government Terms Glossary<\/strong><\/a>
    \nConfused by APS terminology? Our glossary explains pitch statements, selection criteria, merit pools and more.<\/p>\n

    <\/p>\n

    How PageUp Reads and Scores Your Pitch<\/h2>\n

    PageUp is the applicant tracking system (ATS) used by the majority of APS agencies to manage recruitment. When you submit your application, PageUp processes it before it reaches a human selection panel. Understanding how this works is the first step to writing a pitch that gets through.<\/p>\n

    What PageUp Actually Does<\/h3>\n

    PageUp does not read your pitch the way a person does. It scans the text and compares the words and phrases in your application to the words and phrases in the job advertisement and selection criteria. It then assigns a match score. Applications that score below a threshold may be ranked lower in the shortlist queue, meaning a human panel may not reach them at all \u2014 or will see them after stronger-scoring applications have already filled the available interview spots.<\/p>\n

    <\/p>\n

    \n Important Context<\/strong>
    \n PageUp’s keyword matching is not “AI” in the sense of ChatGPT or Gemini. It does not understand context or intent. It recognises words and phrases. An application that says “manages relationships with partners” will not score as well as one that says “supports productive working relationships” \u2014 even if they mean the same thing. The APS Work Level Standards and ILS capability names are the exact phrases the system is looking for.\n<\/p><\/blockquote>\n

    Why Formatting Matters in PageUp<\/h3>\n

    The PageUp pitch field is a plain text input. If you paste in content with special characters, unusual line breaks, or formatting copied from Microsoft Word, it can appear corrupted or be parsed incorrectly. Write and review your pitch in plain text before submitting. Avoid em-dashes, curly quotes, and bullet points \u2014 PageUp may render these as garbled characters.<\/p>\n

    For your resume (a separate document upload), the same principle applies at a higher level. Avoid tables, columns, headers and footers, and decorative formatting. These layout elements interfere with PageUp’s document parsing and can cause critical information to be missed entirely.<\/p>\n

    \ud83e\udd16 APS AI Recruitment Tips<\/strong><\/a>
    \nSee our full guide to how AI and ATS tools are used across APS agencies \u2014 and how to optimise for both.<\/p>\n

    <\/p>\n

    The APS Pitch Structure (with Annotated Template)<\/h2>\n

    A well-structured APS pitch follows a consistent pattern that works for both the ATS scoring stage and the human panel review. The following structure is appropriate for most APS3\u2013EL1 pitch requirements.<\/p>\n

      \n
    1. Opening Claim (40\u201360 words):<\/strong> State your strongest claim to the role immediately. Do not open with “I am writing to apply for.” Begin with a direct statement of what you bring to this role and why you are qualified. Reference the role title and at least one core capability.<\/li>\n
    2. STAR Example 1 (130\u2013160 words):<\/strong> Address the first or most critical selection criterion. Use the STAR method: set the context briefly, state your specific task, describe your actions in detail, and quantify the result. The ILS capability name must appear in this section.<\/li>\n
    3. STAR Example 2 (130\u2013160 words):<\/strong> Address the second key criterion. Use a different example \u2014 never reuse the same scenario for multiple criteria. Vary the context (different project, team, or agency) to demonstrate breadth.<\/li>\n
    4. Optional: Brief third example or skills statement (60\u201380 words):<\/strong> If word count permits, add a third short example or a direct statement addressing a specific technical requirement, qualification, or capability from the ad.<\/li>\n
    5. Closing Statement (40\u201360 words):<\/strong> Close with a forward-looking statement that connects your goals and values to the agency’s mission. Name the agency specifically. Avoid generic lines like “I look forward to discussing my application.”<\/li>\n<\/ol>\n

      <\/p>\n

      Annotated Pitch Template<\/h3>\n

      \/\/ OPENING CLAIM<\/h4>\n

      With [X] years of experience in [relevant field] across [agency\/sector], I bring a demonstrated capacity to [key capability from the ad]. In my current role as [title] at [agency], I have consistently [specific achievement relevant to the role], making me well placed to contribute to [team\/division name].<\/p>\n

      Target: 40\u201360 words | Must include: role title, one ILS capability name, one specific achievement<\/em><\/p>\n

      \/\/ STAR EXAMPLE 1 \u2014 [Capability Name from Ad]<\/h4>\n

      [Situation: 2 sentences \u2014 agency, context, challenge.] [Task: 1 sentence \u2014 your specific responsibility.] [Action: 4\u20135 sentences \u2014 what you specifically did, tools used, stakeholders engaged, decisions made. Use first person active verbs: led, developed, negotiated, implemented.] [Result: 1\u20132 sentences \u2014 quantified outcome, recognition, or ongoing impact.]<\/p>\n

      Target: 130\u2013160 words | Must include: ILS capability name, quantified result, first-person voice<\/em><\/p>\n

      \/\/ STAR EXAMPLE 2 \u2014 [Second Capability from Ad]<\/h4>\n

      [Use a different scenario to Example 1. Same STAR structure. Different context demonstrates breadth.]<\/p>\n

      Target: 130\u2013160 words | Different example from STAR 1<\/em><\/p>\n

      \/\/ CLOSING STATEMENT<\/h4>\n

      I am drawn to this opportunity at [agency name] because [specific reason linked to the agency’s mission, current priorities, or strategic direction]. I am committed to [APS value \u2014 e.g. integrity, service, professionalism] and am confident I can make an immediate contribution to [team\/outcome].<\/p>\n

      Target: 40\u201360 words | Must include: agency name, one APS value, forward-looking language<\/em><\/p>\n

      <\/p>\n

      \n Word Count Tip<\/strong>
      \n If your pitch limit is 500 words, aim to land between 480 and 498. Never go over. PageUp enforces word or character limits strictly \u2014 excess content may be truncated, cutting off your closing statement entirely.\n<\/p><\/blockquote>\n

      <\/p>\n

      ILS Capabilities: The Keywords PageUp Is Looking For<\/h2>\n

      The Integrated Leadership System (ILS) is the APS capability framework that defines what effective performance looks like at each classification level. The capability names in the ILS are the exact phrases that appear in APS job advertisements \u2014 and the exact phrases that PageUp is matching against your pitch.<\/p>\n

      Using the correct ILS capability name \u2014 not a synonym, not a paraphrase \u2014 is one of the most impactful things you can do to improve your PageUp match score.<\/p>\n

      \n Core ILS Capabilities \u2014 Use These Exact Names<\/strong>
      \n Shapes Strategic Thinking<\/strong> \u2014 Inspires a sense of purpose and direction | Achieves Results<\/strong> \u2014 Delivers on strategy and builds organisational capability | Cultivates Productive Working Relationships<\/strong> \u2014 Nurtures internal and external relationships | Exemplifies Personal Drive and Integrity<\/strong> \u2014 Engages personal strengths and capabilities | Communicates with Influence<\/strong> \u2014 Communicates clearly and with purpose | Supports Productive Working Relationships<\/strong> (EL1 and below) | Applies Government Frameworks<\/strong> | Drives Strategic Thinking<\/strong>\n<\/p><\/blockquote>\n

      How to Use ILS Capability Names in Your Pitch<\/h3>\n

      The goal is not to drop capability names mechanically into your text. It is to embed them naturally as part of a genuine evidence-based statement. Compare the following two approaches:<\/p>\n

      Poor (keyword stuffing \u2014 PageUp scores it, panels reject it):<\/strong>
      “I have demonstrated Achieves Results in my role by achieving results and communicating with influence in stakeholder communications.”<\/em><\/p>\n

      Effective (natural integration):<\/strong>
      “This project required me to Achieves Results under significant time and resource pressure. I developed a phased implementation plan, managed competing stakeholder priorities across three divisions, and delivered the policy framework two weeks ahead of the original deadline \u2014 an outcome recognised by the Deputy Secretary in the subsequent all-staff briefing.”<\/em><\/p>\n

      The second version uses the ILS capability name once, naturally embedded, and immediately backs it with specific evidence. The panel sees expertise; PageUp sees the keyword. Both audiences are satisfied.<\/p>\n

      \ud83d\udccb APS Selection Criteria Writing Service<\/strong><\/a>
      \nNeed expert help aligning your experience to the ILS? Our selection criteria coaches work with you to develop pitch-ready STAR examples.<\/p>\n

      <\/p>\n

      Writing Your STAR Examples<\/h2>\n

      The STAR method (Situation, Task, Action, Result) is the standard structure for APS pitch and selection criteria responses. Most APS applicants know the method \u2014 the challenge is applying it in a way that is specific enough to score well with PageUp and compelling enough to impress the panel.<\/p>\n

      The Four Elements Done Right<\/h3>\n

      Situation:<\/strong> Set the context in two sentences maximum. Name the agency (or say “a Commonwealth agency”), the size of the team, and the nature of the challenge. Do not spend 60 words describing background. The panel does not need the full backstory \u2014 they need to know the stakes.<\/p>\n

      Task:<\/strong> One sentence. What was specifically your responsibility \u2014 not the team’s, not your manager’s, yours. This is a common failure point. Many applicants describe a team achievement without establishing their individual accountability. The APS merit principle requires evidence of what you personally did.<\/p>\n

      Action:<\/strong> This is the longest and most important section of your STAR example. Use first-person active verbs: developed, led, negotiated, implemented, advised, designed, managed. Describe the specific steps you took, the decisions you made, the stakeholders you engaged, and the tools or methods you used. This is where ILS capability language appears most naturally.<\/p>\n

      Result:<\/strong> Quantify wherever possible. Numbers, percentages, timeframes, and scale all signal credibility \u2014 to both PageUp and the panel. If you cannot quantify the outcome, name who recognised it, what changed as a result, or what the ongoing impact has been.<\/p>\n

      \n Worked Example \u2014 “Achieves Results” (APS Policy Context)<\/strong>
      \n As the lead policy officer for a cross-agency working group reviewing the department’s external grants framework, I was responsible for developing the revised assessment criteria and stakeholder consultation process within a 10-week window. The project involved coordinating input from 14 internal subject matter experts and four peak bodies with competing interests. I mapped each stakeholder’s core concern against the draft criteria, facilitated three structured workshops using an interest-based negotiation model, and produced a final framework that addressed all critical objections without compromising the integrity of the original policy intent. The revised framework was adopted without amendment by the Senior Executive Committee and has since reduced the average grants assessment time by 22 per cent, as reported in the department’s 2024\u201325 annual performance review.\n<\/p><\/blockquote>\n

      Notice what this example does: it names the specific role, names the scope (14 internal experts, four peak bodies, 10-week window), uses active verbs (coordinating, facilitated, produced), and closes with a quantified result that is independently verifiable. Each sentence is working. There is no filler.<\/p>\n

      \u2b50 STAR Method for APS Applications<\/strong><\/a>
      \nOur in-depth STAR method guide includes worked examples at APS3, APS6, and EL1 level \u2014 with before-and-after comparisons.<\/p>\n

      <\/p>\n

      State Government Cover Letters vs APS Pitches<\/h2>\n

      The APS pitch format does not automatically transfer to state government applications. Each jurisdiction has its own framework, terminology, and written application format. If you are applying for NSW, Victorian, Queensland, or other state government roles alongside APS positions, you need to adjust your approach for each.<\/p>\n\n\n\n\n\n\n\n\n\n
      Jurisdiction<\/th>\nFramework<\/th>\nWritten Format<\/th>\n<\/tr>\n<\/thead>\n
      APS (Federal)<\/strong><\/td>\nIntegrated Leadership System (ILS)<\/td>\nPitch statement \u2014 500\u20131000 words in PageUp<\/td>\n<\/tr>\n
      NSW Government<\/strong><\/td>\nNSW Public Sector Capability Framework<\/td>\nCover letter + targeted questions via PageUp or Taleo<\/td>\n<\/tr>\n
      Victorian Government (VPS)<\/strong><\/td>\nVPS Capability Framework<\/td>\nCover letter + key selection criteria responses<\/td>\n<\/tr>\n
      ACT Government<\/strong><\/td>\nACTPS Behavioural Capabilities Framework<\/td>\nPitch or statement of claims \u2014 similar to APS format<\/td>\n<\/tr>\n
      Queensland Government<\/strong><\/td>\nLeadership Competencies for Queensland<\/td>\nCover letter + targeted questions<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

      For NSW Government roles, the capability framework language differs from the ILS. Using ILS capability names (such as “Achieves Results”) in a NSW application will not match the PageUp keywords, which are drawn from the NSW Capability Framework (for example, “Deliver Results” and “Think and Solve Problems”). Always check the framework before writing.<\/p>\n

      \ud83c\udfdb\ufe0f State Government Interview Coaching<\/strong><\/a>
      \nWe coach applicants for NSW, VIC, QLD, WA, SA and ACT government roles \u2014 with framework-specific guidance for each jurisdiction.<\/p>\n

      <\/p>\n

      6 Mistakes That Kill APS Pitch Statements<\/h2>\n