Private offices and/or remote working? More influence over technology choice? A more individualistic style of working, where you're allowed to take a non-trivial problem and disappear on your own for a few weeks? Those would all be big draws for me. I'm sure there are other positive ways to differentiate your culture.
Motivation other than money can be many things; for most I know is enabling remote work with some travelling regularly for meetings. Most of my friends inc me find shares nice to show appreciation as long as the contruct is not absurd. I would say I respond better to ‘how much do you need to live?’ than I did as a younger dev.