Specific contributions to the success of projects, positions or teams he has previously belonged to. Any initiative that he created or implemented that resulted in a value-add should be listed.
for example, increased account retention by 17% through implementing follow up phone calls.
Volunteer work should also be listed.
If he has no "job" experience, church, athletics, student government, school project work can all be sources of examples of how he brings value to an organization.
BE HONEST in the info provided and help him prepare to answer questions about what he lists. Once he lands an interview other tactics come into play. Ultimately most hiring managers want people who they can see as someone they'd want to spend time with. The fit-in factor is huge. He just needs to be himself and answer honestly.
When I was heavy into interviewing for employees I would always end with why do you want work here and what do know about our company? It is a large multi-industry company that has tons of information on its website. Yet very few had bothered to research it. Those that did almost always had a second interview.
A quick google search can arm him with lots of info to ask about, or provide, if he is asked about the firm he has applied to. This applies even to smaller local firms where awards may have been won or their support for certain charities etc is listed.
Why do want to work here? I read that you support the MS Society and Im impressed with your decision to support the community. I'd like to work for a socially responsible firm and yours clearly is one.
See, easy! Its never too early to start kissing ass.