Well depends on who you are targeting. The messaging from most companies is that they want the best of the best even from those who aren't doing the most complicated things in the world. If you target that population of developers, be prepared to also pay at the same level. Otherwise, lower the bar and be willing to accept that the only people you'll be able to hire and retain are those that aren't at the very top of your candidate list. It's that level of self-reflection and nuance that is often missing from management at these companies.
