First you have a very good opportunity to know the firm from inside because you need to know what they are actually doing in the job and you may ask (or rather you are supposed to ask) whatever you need to understand the reality. The more essential and sharp your question becomes, the more it is welcomed because it no doubt shows that you are serious. The competitive landscape, the strength, the vision, what they are proud of, what they are afraid of, and what kind of person they want. Those are what you might not be able to access through the website or IR materials.
Secondly you will be tested through tons of the interviews and questions by several different person. If you patiently keep pursuing the opportunity you will find there are a number of several different firms and jobs, usually more than expected, which, of course does not mean you will get a number of offers from them. You only need an offer at the end of the day.
And finally, it's a bit mean to point this out but you will find exactly how the firm treats its candidate and get the important information if they are mindful enough to keep their branding policy not only to their clients but also to the prospective clients.
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