With the job market getting more competitive, some employers are betting on a new benefit that actually matters to most people, especially millennials.
Beginning in January, companies including PwC and Natixis Global Asset Management will offer a student loan repayment program to its employees, and other businesses will follow.
The aim is to attract young, top talent by tackling the issue that hits them hard in their wallets.
Student debt weighs heavily on graduates' plans, including saving for retirement, buying a house, getting married and even having children.
It's a problem that has reached record levels in this country, with nearly $1.3 trillion in student loans outstanding. On average, student borrowers who graduated this year owe more than $35,051, according to Mark Kantrowitz, a student financial-aid policy expert and publisher of Edvisors.com.