Love, Bonito and LinkedIn tackle career questions women hesitate to ask

LinkedIn has teamed up with fashion brand Love, Bonito to launch a campaign addressing the persistent confidence gap faced by women in the workplace.

Titled "What we don’t ask: Career questions women should start asking", the initiative surfaces the questions women often hesitate to raise — from mentorship and communication to navigating career growth — and pairs them with insights from voices such as LinkedIn’s APAC HR director Sumita Tandon, Love, Bonito's CEO Dione Song and Malaysia’s top 20 LinkedIn creator Crystal Lim. 

It also features Nas.io's head of operations and strategy Jacq Lim, LinkedIn Top Voice in Hong Kong Sylvia Yu Friedman, and Indonesian entrepreneur Sabrina Anggraini. The collaboration marks LinkedIn’s first in Asia and is designed to showcase how women can access both practical tools and human guidance to grow with confidence.

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LinkedIn said the campaign was developed to align with its mission of creating economic opportunity for the global workforce, while tackling the persistent gender gap in leadership. The company noted that closing this gap requires a collective effort from businesses, policymakers and society at large.

Through this collaboration, it aims to spark conversations around issues many women hesitate to address, while providing them with practical tips, role models and insights.

Partnering with Love, Bonito, which has built a strong female community across Asia, allows LinkedIn to expand the reach of these stories and help more women build confidence in their careers, the company said.

The campaign runs from the end of September to the end of October across Singapore, Malaysia, Hong Kong, the Philippines and Indonesia.

Episodes already published include “How tools like AI can help women own their power” in Singapore, “Women finding their voice in the workplace” in Malaysia, “The importance of mentorship” in Hong Kong, and “Communications tips that build confidence” in the Philippines.

The series was co-created in-house by LinkedIn’s communications team and Love, Bonito’s marketing team to ensure the storytelling remained authentic to both brands while leveraging LinkedIn’s data and insights to ground the narrative.

“Our mission has always been to empower women to live with confidence, and that extends to how they thrive at work. Partnering with LinkedIn allows us to go deeper, combining fashion and identity with career growth," said Song. 

She added, "Together we want to show that while AI brings new possibilities, it’s the wisdom of trusted experts and supportive networks that helps women truly unlock their potential.”

In tandem, Tandon said, "This campaign with Love, Bonito is about sparking meaningful conversations that help women ask the career questions that matter. At LinkedIn, we see AI as a powerful companion, but its real impact comes when combined with the trusted insight of mentors, peers, and industry experts. Growth happens when technology meets human judgment, and we’re proud to help women across Asia unlock both.”

This latest initiative follows another campaign LinkedIn rolled out in June this year, when it partnered with the National Volunteer & Philanthropy Centre (NVPC) to launch "In good company". That campaign, part of Singapore’s SG60 celebrations, rallied business leaders to champion social impact by spotlighting companies driving positive change beyond bottom lines.

Through a series of stories and video posts, the initiative tapped into LinkedIn’s network of over four million professionals in Singapore to encourage leaders to share their organisations’ efforts and inspire peers to do the same, in line with the “Forward Singapore” agenda.

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