Over the last 20 years, about 2/3 of the new jobs that have been created in the US require college-level skills. Except for students from very wealthy families, college is the ticket to a middle-class lifestyle. And by "college," I mean not just a 4 year degree, but strong associates degree as well.
Oh dear, I am of the "old school" that believes that college is primarily about growing one's MIND, not growing one's income. Unless one is studying a profession (nursing, education), business or has a true gift (art, music), going to college is NOT the the path to a JOB. It is a path to learning how to think critically and apply very basic knowledge - both of which help with doing a job well and advancing in a career.
Business people want critical thinkers, good writers, good speakers, people who work well in groups, and so on. If you ask them, that is what they tell you. The problem is that some business profs and students sometimes collude against general ed type courses, not understanding how important these liberal arts skills really are to employers.