I don't think of my employees this way,in fact I just had one raised to the new "average" because it turned out they didn't negotiate well and were below average ( not my hire, just now my report) - it was a 12% raise.

Play devils advocate and see how a "mega corp" runs things. If you could pay everyone discretionally (ie decided by mid level manager) you'd be out of business tomorrow. Those companies keep cost controls just because they are so large. Larger businesses offer more employee security, but there is also less chance for financial growth. The counter offer is essentially a hack on the system.