When asked about great jobs, new college graduates spend less time talking about pay and benefits and more time talking about a chance to learn and to provide impact.
For a long time many organizations have structured themselves to believe the best people can be simply "bought". They have ignored the growth and development of their employees by sticking them in silos with limited ability to stretch their creative muscles. In essence, their training systems are crap.
The better entrepreneurs these days are building their organizations to challenge their talent. To give them more responsibility. To let them "fail" for the sake of becoming better. This is not a fad. Get on board by valuing and growing your people or get left behind.