Win32 API is when you intend to develop Windows specific applications. Most likely those desktop Windows software we have seen. If it is Web-based, I think they are promoting .NET services instead. If it is mobile-based, I they are promoting their Windows Mobile SDK instead.
So depending on the company business model, if they are into Web-based on mobile-based then I would think Win32 API may not be immediately applicable.
We developers have to go with the times. Win32 API used to be 'hot' skill-set back in the 80's and 90's but with the dawn of Internet, the focus changed to Web-based. Then now with the dawn of mobile, the focus changed to mobile-based.
Windows API is the base of all windows technologies, it all builds on top of it. Learning it to understand what is going on under the hood is anoble undertaking.