Everything depends on the employer. Most (all?) employers will use a hiring official with little or no actual knowledge of GIS, which means you need to inform them in the most efficient manner possible. The two best ways I know of to do this are:
1) put the BEST information at the most prominent location on your resume. This means that as lovely a guy you are, your third grade community service project should not outrank your degree. With no real relevant experience you need to rely on your degree and classes where you did relevant work.
2) use the wording of a job announcement. If it asks for someone who knows how to use ArcGIS, write "Profficient in ArcGIS." Do not say something that a computer or non-GIS hiring manager can confuse such as "Capably use many geographic software packages." Always remember your audience, and for resumes you are most likely writing to an HR professional who knows little about your actual future job or current skillset.
In your situation you have to be creative about applications. If you worked retail sales, then talk more about inventory management and showroom design than helping customers. Finally, expand your search. You may find a GIS job in the most unexpected places, like an amusement park or boutique architecture firm. This type of employer may be in the lookout for an entry-level (cheap) hire who can only do basics, but is your first level of experience to build from.
Good luck,Garrett Pullis
