Top firms are always trying to position themselves as a top choice employer and trying to attract the best candidates. As a college student, I observed how they seemed to spend their time and money and they do a lot of on-campus visits, sponsorships, advertising and work with a wide range of search firms too.
This all seems to be a great deal of money spent on attracting top talent to their firm. The psychometric testing is another aspect that is so opaque. Strong candidates are always hoping to ace these tests and the problem is that the companies barely give any feedback to the candidates on how they fared and what the tests were for.