It’s useful to be comfortable with inclusion-exclusion calculations, so I’ll suggest a different approach.
The summation
$$\sum_{r=0}^n\binom{n}rr^k(-1)^r\tag{1}$$
has exactly the general form that one would expect for an inclusion-exclusion calculation, so one way to simplify it is to work out what it might be counting and see whether there’s some simpler way to count the same thing.
The $\binom{n}r$ and $(-1)^r$ factors are part of the inclusion-exclusion machinery, so we should focus first on the $r^k$ factor. It’s the number of functions from $[k]$ to $[r]$. The largest value of $r$ is $n$; what if we’re trying to count the surjections from $[k]$ to $[n]$? (This guess is easier to make if one has had some experience with such arguments.) There are altogether $n^k$ functions from $[k]$ to $[n]$; we want to subtract the number of functions that are not surjections.
For each $i\in[n]$ let $A_i$ be the set of functions from $[k]$ to $[n]$ whose ranges do not include $i$. If $\varnothing\ne I\subseteq[n]$, it’s not hard to see that
$$\left|\,\bigcap_{i\in I}A_i\,\right|=(n-|I|)^k$$
and hence that
$$\begin{align*}
\left|\,\bigcup_{i=1}^nA_i\,\right|&=\sum_{\varnothing\ne I\subseteq[n]}(-1)^{|I|-1}\left|\,\bigcap_{i\in I}A_i\,\right|\\
&=\sum_{\varnothing\ne I\subseteq[n]}(-1)^{|I|-1}(n-|I|)^k\\
&=\sum_{\ell=1}^n\binom{n}\ell(-1)^{\ell-1}(n-\ell)^k\;.
\end{align*}$$
This is the number of non-surjective functions from $[k]$ to $[n]$, so we want
$$\begin{align*}
n^k-\sum_{\ell=1}^n\binom{n}\ell(-1)^{\ell-1}(n-\ell)^k&=n^k+\sum_{\ell=1}^n\binom{n}\ell(-1)^\ell(n-\ell)^k\\
&=\sum_{\ell=0}^n\binom{n}\ell(-1)^\ell(n-\ell)^k\\
&=\sum_{\ell=0}^n\binom{n}{n-\ell}(-1)^\ell(n-\ell)^k\\
&=\sum_{r=0}^n\binom{n}r(-1)^{n-r}r^k\\
&=(-1)^n\sum_{r=0}^n\binom{n}r(-1)^{-r}r^k\\
&=(-1)^n\sum_{r=0}^n\binom{n}r(-1)^rr^k\;.
\end{align*}$$
In other words, the original summation $(1)$ is $(-1)^n$ times the number of surjections from $[k]$ to $[n]$.
On the other hand, there are ${k\brace n}$ ways to partition $[k]$ into $n$ parts1, where ${k\brace n}$ is a Stirling number of the second kind, and those $n$ parts can then be assigned to the elements of $[n]$ in $n!$ different ways, so there are $n!{k\brace n}$ surjections from $[k]$ to $[n]$. Thus,
$$\sum_{r=0}^n\binom{n}rr^k(-1)^r=(-1)^nn!{k\brace n}\;.$$
1 Unlike robjohn, I take this as the definition of the Stirling numbers of the second kind; for me his defining relation is a derived result.