LinkedIn lead gen forms allow businesses to collect contact information from LinkedIn users who are interested in their products or services. This information can then be used for lead generation and sales purposes. However, there are important privacy considerations around how this data is collected and used. In this article, we will examine LinkedIn’s privacy policy as it relates to lead gen forms and provide key takeaways for both businesses and LinkedIn users.
What data does LinkedIn collect from lead gen forms?
When a LinkedIn user fills out a lead gen form, certain personal data is collected and shared with the business that created the form. According to LinkedIn’s privacy policy, this may include:
- Name
- Email address
- Phone number
- Company name
- Job title
- Location
In addition, any information the user voluntarily provides in form fields created by the business (such as industry, role, or intent) will also be collected. Businesses can customize their lead gen forms with different fields to gather relevant information from their target audience.
How does LinkedIn use this data?
LinkedIn states that data from lead gen forms is used in the following ways:
- To provide the requested services and allow businesses to contact users who have expressed interest.
- To customize LinkedIn’s services and deliver relevant suggestions and content.
- To ensure security and prevent fraud.
- To provide customer support.
- To contact users with information and offers from businesses they have expressed interest in.
- For internal research and development purposes.
Importantly, LinkedIn also explains that they may use profiling and modelling to infer user preferences and interests based on information provided through lead gen forms. This data helps them tailor and deliver more relevant content and recommendations to users.
When and how does LinkedIn share this data?
LinkedIn will share lead gen form data with the business that created the form and enabled the lead generation feature. This allows businesses to obtain the contact details and any custom information submitted by interested users.
Beyond that, LinkedIn states they will not share or rent personal data provided through lead gen forms with 3rd parties for marketing purposes without consent. However, they may share this information with affiliates, vendors, consultants, and other service providers working on their behalf for business purposes.
LinkedIn also reserves the right to transfer or share user data to comply with legal requirements, prevent harm, or in connection with a merger, acquisition, or sale of assets. User data may be stored and processed in countries outside of the user’s country of residence.
How does LinkedIn protect this data?
LinkedIn states that it takes reasonable and appropriate security measures to help protect personal data collected through lead gen forms. Some key points from their privacy policy include:
- LinkedIn uses encryption technology and access controls to help secure data.
- Linkenin conducts regular internal audits of data collection and handling practices.
- Access to user data is limited to authorized LinkedIn employees and contractors.
- LinkedIn is ISO/IEC 27001:2013 certified for information security management.
- Physical and electronic access to data centers is controlled and monitored.
However, while these measures aim to improve security, LinkedIn notes that no method of transmission or storage is completely secure. Therefore, they do not guarantee the absolute security of personal data sent through their services.
Does LinkedIn honor do not track requests?
LinkedIn’s privacy policy states that their services do not respond to browser do not track signals. This means if a user has enabled do not track settings in their web browser, LinkedIn will still collect personal data from lead gen forms and use it according to their policy.
Users cannot opt-out of LinkedIn’s collection of this data apart from not submitting it in the first place. LinkedIn does not provide users control over whether lead gen data is shared with the requesting business either.
Is the lead gen data anonymous?
No, LinkedIn lead gen forms collect identifiable personal data from users like names, company details, and contact information. This allows businesses to reach out to interested users directly for sales and marketing purposes, so it is not anonymized before being shared.
Can users access, edit, or delete the submitted data?
LinkedIn provides settings to enable users to access, edit, or request deletion of personal data associated with their account. However, it is unclear whether data submitted specifically through lead gen forms can be managed or retracted after the fact.
Users would likely have to request deletion of their entire LinkedIn account to fully remove lead gen data under their current privacy policy. There does not appear to be an option to edit or revoke access to just the lead gen information after it has been shared with the requesting business.
Is the data shared with 3rd party advertisers?
LinkedIn’s privacy policy states that data from lead gen forms is not shared with unaffiliated 3rd parties for advertising purposes without consent. It may only be shared with the business that created the form to contact the user directly.
However, LinkedIn does use data to customize ads and may target users with ads from businesses they have engaged with through on-site activities like lead gen. The data informs ad relevance, but is not directly provided to 3rd party ad networks or advertisers.
Conclusion
LinkedIn lead gen forms provide a valuable tool for businesses to collect prospect information and generate leads. However, they also permit the collection of personal data from LinkedIn users that is shared with 3rd parties.
Key takeaways from LinkedIn’s privacy policy include:
- Personal data like contact details, job title, and custom form fields are collected.
- Data is shared with the business that created the form for lead generation purposes.
- LinkedIn uses profiling to customize their services based on user data.
- Reasonable security measures are taken, but LinkedIn does not guarantee security.
- Users cannot opt-out apart from avoiding the forms altogether.
- The data is identifiable and can be used by businesses to contact users directly.
While this may benefit businesses, users should be mindful of the privacy tradeoffs when submitting information through LinkedIn lead gen forms.
Fortunately, there are some best practices users can follow to protect their information:
- Research the company before filling out forms to ensure they are legitimate.
- Use a dedicated business email rather than a personal email.
- Only provide necessary information and leave optional fields blank.
- Use privacy settings to control the visibility of your LinkedIn profile.
- Periodically review ads and customizations to understand how your data is used.
With more awareness and selective sharing, users can still take advantage of LinkedIn’s features while minimizing privacy risks. Businesses collecting lead gen data also need to ensure they handle user information securely and only use it for appropriate purposes.