We'll prov it combinatorically.
First note that $$\sum_{r=0}^{n} {n\choose r} (-1)^r (1-\frac rn)^n = \frac1{n^n} \sum_{r=0}^{n} {n\choose r} (-1)^r (n-r)^n$$
Now consider the rhs.
By Inclusion exclusion principle, we can see that the sum is exactly the number of words in length $n$ with the letters $\{1,...n\}$ such that each letter appears at least once:
if we consider $p_i = $the letter i doesnt appear, we have:
$W(p_{i_1},....,p_{i_r})= (n-r)^n$ (the letters $i_1,...,i_r$ doesnt appear, so we pick for each of the $n$ spots of the word a letter out of the $n-r$ letters remaining).
Then $$W(r) = {n \choose r}(n-r)^n$$
And finally we want $$E(0) = \sum_{r=0}^{n} {n\choose r} (-1)^r W(r)$$
Which combinatorical meaning is that each letter appears at least once.
So the rhs sum is exactly the number of words of size $n$ that each letter appear exactly once, which means the permutations over $n$ different letters, which is $n!$
Therefore you get that the lhs is equal $$\frac{n!}{n^n}$$