What do employees find at the country’s No. 5 “Best Small Company to Work For”? Try quarterly massages, pet insurance, car detailing and an equal profit-sharing program in which each person—from the receptionist to the CEO—received about $10,000 last year.

Those are just a few of the unusual perks provided by McMurry, a marketing firm based in Phoenix, Ariz. These “treats” are part of a broader trend of low- or no-cost benefits intended to improve the quality of life for employees and, directly or indirectly, enhance productivity and loyalty.

“These aren’t just a random set of goodies,” explains McMurry Vice President, Tremendous People, Lee Vikre. “They are designed to make our employees’ lives easier.” The benefits, she adds, are built on the company’s eight core values, which range from “Do the Right Thing” and “Help One Another” to “Accept Social Responsibility” and “Earn a Reasonable Profit.”

“Just as we apply these principles in doing business with our clients, we apply them in doing business with our staff,” says Vikre. “You hear, ‘Values, not rules,’ a lot around here. What that means in real life is the freedom and flexibility to get the job done while leading your life as you see fit.”