I understand why they do it, but giving valuable employees raises when they ask for them seems "good enough" to keep people working there. After all, it's easier to ask for a raise at your current place of employment than it is to get a new higher paying job elsewhere. I would expect asking for a raise to always be the first move before an employee begins to look for other places to work. Proactively giving raises runs the risk of giving people who are perfectly satisfied with their wages a raise, and it doesn't seem to offer much benefit over simply giving them what they want when they ask for it. It surprises me that companies do it.
It is surprising, but it is the type of company that is destined to have a better work force. They realize that keeping employees happy by appearing to look out for them and their personal well-being, is likely to produce a more productive workforce, with employees who are more likely to remain loyal and thus the talent remains at the firm.
Albeit not quite an apt analogy, it's like the company that is fine with paying higher IT budgets to get their systems secured and especially the productivity technology up to date. The higher up front cost makes many companies shy away from those updates until it is absolutely needed (likely too late), whereas doing it early actually is likely to stave off higher costs down the road (if for security purposes), or is likely to increase total productivity (if for overall technology purchases).
These are the types of companies that may just also offer gym/health club memberships or discounts. On the face of it, it's a nice perk as an employee, but for the company, it may lead to healthier employees which reduces the cost-share for their group health insurance.
Now, if we ever move to a unified health insurance system where employers no longer feel pressured into providing private health insurance for which they have a cost-share, I do wonder if those with health perks will fade out those perks.
However, even without the reduction in insurance premium cost-share, healthier employees should mean less sick days, and especially fewer long-term bouts of illness or recovery from other health-related issues like surgery for heart disease or hospital time for other organ maladies.