In light of the recession, the James River Bus Lines was unable to give its 180 employees a pay raise. Instead, it upped contributions to their benefits plans.

The 81-year-old bus and transportation company raised its 401(k) retirement match from 75 cents to $1, for every $1 contributed by an employee, according to the Richmond Times-Dispatch.

The company’s president, Stephen Story, told the paper the family-owned business decided improving benefits cost it less than a pay raise, and the move would help reward longevity with the Richmond-based firm.

“Employees by far are our strongest asset,” Story told the newspaper. “The longevity of people at our company is very important to us, and we felt like the benefits would be the best way to help people decide to stay here longer.”

The company also added one bereavement day for employees and added Martin Luther King Jr. Day as a paid holiday. Effective May 1, its weekly short-term disability benefit will increase from $100 to $200, the Times-Dispatch reported.