Although Gen-X employees may prefer such perks as free food and stock options, workers with kids in college need something else -- cash. To help out with hefty tuition bills, Pace Communications Inc., of Greensboro, N.C., doles out $5,000 per year per child to employees who have kids in college, provided that the student maintains at least a C average. "Would you rather your company do something for you or for your child?" asks Bonnie McElveen Hunter, Pace's founder and CEO. According to Hunter, her return on the investment is increased employee loyalty. "I hope that people feel like this is an organization where they can spend many, many years," she says.