Alston & Bird keeps its law staff happy and motivated by offering incentives—everything from on-site massages to cappuccinos.

There is a growing belief among management experts that happy employees are a company’s most potent competitive advantage.

It makes sense: If employees believe you care about them and what makes them happy, aren’t they more likely to care about your customers?

Richard Hays, managing partner of Alston & Bird, certainly thinks so. The law firm—one of the largest in Atlanta, USA —has a history dating back more than a century and employs nearly 1,000 attorneys across nine offices in the U.S. and one in Brussels. For the past 12 years it has been named to Fortune’s list of the 100 Best Companies to Work For, a first among law firms.

Over the past several years, especially in the aftermath of the economic downturn in 2008 and 2009, Hays says, it became clear to him that one of the best ways to boost employee morale was through better communication. “People were nervous and wanted to know what was going on in the firm and whether there were going to be changes,” he recalls. Though Hays has always believed that Alston & Bird does a good job keeping the lines of communication open with staffers, he redoubled the firm’s efforts. “We started town hall meetings and initiated an online suggestion box,” he says, where employees could comment (or vent) about anything on their minds. Hays also began spending more time in the firm’s offices outside Atlanta, visiting with attorneys and other employees to hear their concerns. “We know that employees do their best work and are more secure when they don’t have to wonder what’s going on in the firm,” he says.

But keeping employees happy isn’t just a matter of talking to them more. Hays says it’s important to listen better as well. “Working in a law firm can be stressful and involves a lot of hours,” he acknowledges. When employees need a break to recharge or de-stress, there are chair massages available and their favorite coffee on every floor. For instance, the Flavia Drinks single-serve system offers.

Alterra coffees, The Bright Tea Co. teas, Dove Hot Chocolate, and cappuccinos delivered through Flavia coffee brewers, allowing Alston & Bird staffers to go to the break room to brew their favorite coffee and tea however and whenever they want. It is an activity that helps attorneys and office workers connect with one another, fostering camaraderie and friendly conversation. It’s a refreshing place where employees can meet and share ideas in a casual setting.

Furthermore, Hays notes, when employees asked for ways to better balance work and home, the firm stepped up with on-site dining, on-site child care, and financial experts who visit once a quarter to discuss saving for college or retirement. The goal: to reinforce the fact that the firm wants to help the staff attain career goals without sacrificing their personal goals.

“I truly believe that these details convey a message to employees that you care,” Hays says. “It also instills a sense of pride among workers that the firm is genuine. It’s one thing to say you care about what makes employees happy, but it’s something else entirely when you back it up with actions.”