What’s the point in rolling applications?

[personaenongratae]

Just that really^

I spent a long time doing an application for a firm, and applied literally hours before the deadline of when they were accepting applications.

No where on their website does it mention anything about it being rolling. I found a paragraph saying that “we are taking rolling applications so apply early blah blah” on an advert they posted elsewhere.

What’s the point?

[Bayleyf]

From an employer's point of view - why would they want to keep recruiting when they've found someone perfect?