The first people who will join the company will do so because they will have great equity and important roles. Why should the 20th employee join your company? Talented people don’t need to work for you, they have plenty of options. Why should one work for you when they can work for Google for more safety, money, and prestige?

The only good answers to this question are specific to your team, and have to do with your team, and your mission. Avoid the perk war at all cost. Anyone who will prefer the perks against the people and the mission is misaligned. You can’t beat Google’s offering in 2014 but you can be like Google in 1999.